新质传播力的理论范式与实践路径  

The Theoretical Paradigm and Practical Path of New Quality Communication Power

作　　者：燕道成[1] 蒋青桃 YAN Daocheng;JIANG Qingtao(Shool of Journalism and Communication,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081

出　　处：《湖南大学学报（社会科学版）》2024年第5期146-152,共7页Journal of Hunan University(Social Sciences)

基　　金：国家社会科学基金重点项目:青少年网络社会心态引导研究(24AXW011);湖南省哲学社会科学基金重大项目:青少年网络文明建设体系研究(22ZDAJ006);湖南省研究生科研创新项目:数字经济时代平台权力研究(CX20230509)。

摘　　要：从马克思主义传播观来看,新质生产力的提出呼吁传媒行业升级传统传播力,形成新质传播力。传统的传播力基于功能主义范式,局限于传播效果的维护和提升,新质传播力应该从实践范式中获得新的拓展。新质传播力是传媒多元实践对政治实践、经济实践及文化实践的组织、锚定和嵌入,是传媒机构以媒介技术创新为主导的实践能力,是对传统传播力的纠偏与拓展。新质传播力摆脱了传媒业由传统媒体主导的大众传媒业的思维定势,体现了新质生产力的高质量发展要求,彰显了新质生产力的时代内涵与理论品质。发展新质传播力需要拓宽传媒机构的实践范围,从内容的传播者、内容与用户的连接者转变为平台融合者、服务集成者,进而为推动新质生产力的发展提供强劲推动力和支撑力。From the perspective of the Marxist communication view,the proposal of new quality productivity calls on the media industry to upgrade its traditional communication power and form a new quality communication power.The traditional communication power is based on the functionalist paradigm,which is confined to the maintenance and improvement of the communication effect,and the new qualitative propagation should be expanded from the practice paradigm.The new quality communication power is the organization,anchoring,and embedding of political practices,economic practices,and cultural practices by media various practices.It is the practical ability of media organizations to take the media technology innovation as the leading factor,and the correction and expansion of traditional communication power.The new quality communication power gets rid of the mindset that the media industry is dominated by traditional media,embodies the high-quality development requirements of the new quality productivity,and highlights the connotation and theoretical quality of the new quality productivity.The development of new quality communication power needs to expand the scope of practice of media organizations,and transform from the disseminator of content and the connection between content and users to the platform integrator and service integrator,and then generate a driving force for the formation of new quality productivity.

关 键 词：马克思主义传播观 新质生产力 新质传播力 实践范式 

分 类 号：G206[文化科学—传播学]