文化自信视域下高校新闻宣传工作的守正创新  

Research on the Adherence and Innovation of News Publicity Work in Colleges and Universities from the Perspective of Cultural Confidence

作　　者：任淑涵 REN Shuhan(Yangzhou University,Yangzhou Jiangsu,225009,China)

机构地区：[1]扬州大学,江苏扬州225009

出　　处：《文化创新比较研究》2024年第8期35-38,共4页Comparative Study of Cultural Innovation

摘　　要：高校是培养社会主义文化强国的建设者与推动者的育人基地。做好高校新闻宣传工作,需要深刻理解文化自信的丰富内涵和现实意义,坚定文化自信,坚持守正创新,守价值导向之正,创传播形式之新,唱好唱响主旋律。目前,部分高校的新闻宣传工作思路仍较为保守,面临内容缺乏新意、方式较为单一、宣传效能不佳等问题。为提高宣传的实效性,从内容上要主动设置议程巩固壮大主流思想舆论,从话语上要用师生喜闻乐见的叙事方式增强师生的认同感和主动性,从渠道上要加强全媒体传播运营打造强劲传播“合力”,共同提高新闻舆论的传播力、引导力、影响力和公信力,在复杂的舆论场中做好主流价值观的引领,强化师生对于中国特色社会主义理论、道路、制度、文化的自觉认同。Colleges and universities are builders and promoters of a socialist cultural powerhouse.To enhance the effectiveness of news publicity work in higher education institutions,it is essential to deeply understand the rich connotation and practical significance of cultural confidence.This involves maintaining a firm cultural confidence,adhering to correctness and innovation,upholding the right value orientation,and creating innovative forms of communication to promote positive mainstream values.Currently,some universities'news publicity work remains relatively conservative,characterized by a lack of innovation,reliance on conventional methods,and ineffective communication strategies,which can be improved by three aspects.In terms of content,proactive agenda-setting is crucial for consolidating and reinforcing mainstream ideological discourse.Regarding language,there is a need to enhance the sense of identification and initiative among teachers and students by utilizing enjoyable and appealing narrative methods.In terms of channels,it is important to strengthen the operation of comprehensive media communication to establish a robust communication framework.These approaches are vital to collectively enhance the dissemination,guidance,influence,and credibility of news and public opinion,effectively guiding mainstream values in the complex arena of public opinion,and reinforcing teachers'and students'conscious identification with the theories,paths,systems,and culture of socialism with Chinese characteristics.

关 键 词：文化自信 高校 新闻宣传工作 守正创新 媒介融合 主流价值观 

分 类 号：G120[文化科学]