特征、机制、功能与策略:主流意识形态视域下网络主题宣传论析  

Characteristics, Mechanisms, Functions, and Strategies:An Analysis on Online Theme Publicity fromthe Perspective of Mainstream Ideology

作　　者：潘同人 PAN Tongren(School of Marxism,Tianjin University of Technology,Tianjin 300384,Tianjin,China)

机构地区：[1]天津理工大学马克思主义学院,天津300384

出　　处：《昆明理工大学学报(社会科学版)》2025年第1期166-174,共9页Journal of Kunming University of Science and Technology(Social Sciences)

基　　金：教育部人文社会科学研究青年基金项目“智媒时代我国制度优势的公共话语建构研究”(22YJCZH134)。

摘　　要：网络主题宣传是新媒体时代传播主流意识形态的重要方式,其基本特征是宣传主题的政治性、宣传主体的多样性、宣传内容的实践性、宣传形式的全息性、宣传过程的项目性和宣传效果的可视性。在实际运作中,中国共产党领导下的多主体协同建构议题设置机制有助于巩固意识形态领导权,新型主流媒体主导强烈交互的内容创作机制有助于优化意识形态管理权,融媒体环境下多渠道联动的话语传播机制有助于增强意识形态话语权。网络主题宣传通过强化“四个意识”构筑主流意识形态的话语中枢,通过服务政治任务改善主流意识形态的话语生态,通过讲好基层故事充实主流意识形态的话语资源。优化网络主题宣传,需要加强对阶段性重大议题的“破题”工作,形成主流意识形态内容创作的网络共同体,探索网络主题宣传话语的“破圈”路径,推动网络主题宣传向意识形态斗争领域拓展。Online theme publicity is an important way to spread mainstream ideology in the era of new media.Its basic characteristics are the political nature of the theme publicity,the diversity of the publicity subjects,the practicality of the publicity content,the holographic nature of the publicity form,the project-based nature of the publicity process,and the visibility of the publicity effect.In practical operation,the theme-setting mechanism of multi-agent collaborative construction under the leadership of the Communist Party of China helps to consolidate ideological leadership,the content creation mechanism of strong interaction under the leadership of new mainstream media helps optimize ideological management power,and the discourse dissemination mechanism of multi-channel linkage in the integrated media environment helps to enhance ideological discourse power.Online theme publicity constructs the discourse center of mainstream ideology by strengthening the“Four Consciousnesses”,improves the discourse ecology of mainstream ideology by serving political tasks,and enriches the discourse resources of mainstream ideology by telling good stories of the ordinary people.To optimize online theme publicity,it is necessary to strengthen the capacity of“problem-solving”on major issues at different stages,form a cyber community for mainstream ideological content creation,explore the“breaking circle”path of online theme publicity discourse,and promote the expansion of online theme publicity into the field of ideological struggle.

关 键 词：主流意识形态 网络主题宣传 议题设置 内容创作 话语传播 

分 类 号：G206[文化科学—传播学] D64[政治法律—政治学]