Study On The Mainstream Ideology Construction Of China Internet Media

Mainstream ideology refers to the ideological doctrine holding the guiding position or minant role in a given society, which constitutes the country’s belief system, and provides legitimacy for people’s social action, with the power of ultimate significance.To a certain degree, the characteristics of internet media ideology such as its diversity and complexity, the multi-channel permeability and the insecurity resulted from the confrontation between different ideologies have led to ideological complexity and confusion as well as the split and disorder of the value system. To seek the stability of China internet media ideology, an inevitable path is to establish the value system—mainstream ideology of China internet media—which can not only maintain stability of the internet media and realistic society, but also can be accepted by the majority of internet users. Due to the pre-set value proposition of open, freedom and equality in internet media technology, there have been some new characteristics in the construction of the mainstream ideology of China internet media:the manifestation of the de-domain mechanism and the rational authority of mainstream ideology; the hostage of "inverted-U model" and "network group opinion"; information "collaborative filtering" and the diversity of mainstream ideology construction.With the increasing popularity and development of internet media and the great importance the state attaches to the development of the internet, the construction of mainstream ideology of china internet media has achieved initial development.On the one hand, China is actively establishing more mainstream media and more "we-media" information platforms. On the other hand, China is also actively exploring multi-dimensional monitoring of the dissemination of media information, working hard on the perfection of internet management system by establishing legislative regulation and trade self-discipline; improving laws and regulations, administrative supervision, trade self-discipline, technical support, public scrutiny and social education. In the ideological construction of internet media, the multi-level security and the combination of flexible self-discipline and rigid discipline (e.g. the constraints of laws and regulations, administrative measures) should be implemented.Though the construction of mainstream ideology of China internet media has made certain achievements, it provides unlimited opportunities for ideological conflict and integration. The construction of the mainstream ideology of China internet media is facing many challenges, for behind the illusion of freedom of media technology, there exists inequality of interaction between different cultures and ideologies. It shows concretely as follows:the hegemony of network technology and the dominant western information discourse posing a threat to the safety of mainstream ideology of China; the diversity of ideology challenging the construction of mainstream ideology of Chinese internet midia; internet users’independent behavior deconstructing the authority and rebelling against the mainstream ideology. Meanwhile, The limited influence of China internet on international communication also affects the mainstream ideology to play a greater role in value transmission.Because the basis of ideology construction of internet media such as forms of technology, forms of discourse, channels of communication and dissemination of ideas has undergone major changes, in order to enhance its identity and influence in the internet media, it is necessary to learn from the ways and means of the traditional mainstream ideology construction, to be creative and to explore the methods of ideology construction that is more suitable for digital virtual platform.Although we do not possess the technical advantages, we can strive to improve the discourse power of our own ideology. Instead of using a particular technology to blockade and refuse western ideology and its values, we should strive to enhance national self-confidence and self-radiation of our own ideology on the basis of understanding the rationality of other ideologies’existence in the pluralistic, and diverse ideologies coexist environment by comparing with each other and communicating with each other, and thus gradually demonstrate the superiority of our ideology and value systems. Meanwhile, the government should strive to establish and perfect the "one-stop" e-government by shaping the efficient, open and transparent, top-down government network image to effectively improve the credibility of government network. Mainstream network media should effectively guide online public opinion through active dialogue based on fully respecting the rights of netizens to express their opinions freely. Ideological and political education should be fit for the behavioral characteristics of internet users and information interactive features, and a positive innovation in the educational contents and methods should be applied. In the global pattern of network information spread, Chinese network media should effectively enhance the international influence, radiation and self-identity by actively improving discourse power of the internet technology, enhancing the influence of external information dissemination, and expanding the cooperation with other countries.