The Research On The Relationship Between Ideology And Commodity Of Network Media

With the advent of the third scientific and technological revolution in the second half of the 20 th century,human society has entered the information age under the promotion of micro electronic computer technology and network information technology.The information technology reform represented by network media directly affects the social communication mode based on information transmission,and the extent of information dissemination,communication and sharing is infinitely enlarged by network media.The natural ideological attribute determines that the network media not only becomes the distribution center of various social thoughts and interest demands,but also provides a new carrier for us to carry out propaganda and ideological work.However,the development of network media is closely related to its commercialization process.On the one hand,commercialization accelerates the speed of network media from social surface to deep space,on the other hand,it reverses its nature of serving the society.The network media,which has been forgotten about its own ideological attribute,has gradually broken human beings into pieces without depth,helping capital to deconstruct the grand narrative.The irreconcilable contradiction between ideology and commodity in network media finally makes the value rationality of human being suppressed by instrumental rationality,and dispels the social organization characteristics of human as "quasi existence" in diachronic and consensus level.In this context,to accurately grasp the development trend of network media ideology in the future period and the strength growth and decline hidden behind the ideology can not only further expand the space-time scale of network media with the help of its commercialization process,but also provide an important basis and basis for the role of socialist ideology.Since the 18 th National Congress of the Communist Party of China,the General Secretary Xi Jinping has attached great importance to the construction of online media.General Secretary Xi Jinping's in-depth analysis and visionary have guided the future development of online media.These online media content is an effective solution to the contradictions of ideology and commodity issues important key.Therefore,to correctly understand the contradiction between the ideological and commercial nature of online media in the new era,the causes of formation and social impact,and to use the important exposition of General Secretary Xi Jinping on online media as the basis for exploring and resolving the contradiction between the two.It is of great significance to guide and manage the Party and do a good job of the party's propaganda and ideological work in the new situation.According to the content,the paper mainly includes six chapters:The first chapter is the preface.This paper mainly explains the background and significance of the topic selection,evaluates the relevant research status at home and abroad,explains the research objectives and research methods,and clarifies the key points,difficulties and innovations of the paper.The second chapter focuses on the ideological attributes of network media.This chapter first reviews the theoretical origin of ideology,that is,the origin and development of the concept of ideology,the definition and characteristics of ideology are sorted out,and the development and change rules of the form and carrier of ideological communication are summarized,and it is pointed out that the network media is a new carrier to carry out ideological work.Then it analyzes the specific meaning of network media ideology,the basic characteristics,functions and Realization Mechanism of network media ideology.The third chapter mainly explains the commodity attribute of network media.Under the guidance of Marxist political economy,this chapter first analyzes the research starting point,value generating elements and value generating methods of the commodity nature of network media from the perspective of academic rationality,and clarifies the essence of the commodity nature of network media.On this basis,this paper analyzes the characteristics and functions of the commercialization of the network media,explains the industrialization of the commercialization of the network media,and summarizes the essence and development law of the industrialization of the network media.The fourth chapter focuses on the contradiction between ideological attribute and commodity attribute of network media.This chapter firstly traces the theoretical origin of the unity and opposition of Ideological and commercial nature of network media.Secondly,on the basis of tracing back to the theory,this paper discusses the realistic performance of the unity and opposition of the two,and demonstrates the serious threat of the two opposites to the construction of socialist mainstream ideology.Finally,from the essence of network media,special status and role,special production and development law and socialist system with Chinese characteristics,it is pointed out that adhering to the principle of ideological first is the premise of network media to achieve "dual unity".The fifth chapter mainly from the perspective of Marxist political economy,humanism and space theory,from the perspective of the relationship between capital,audience,practitioners and government and the network media,explores the causes of the ideological and commercial contradictions of the network media,and lays a solid foundation for the correct handling of the contradictions of the network media from the perspective of practice and theory.The sixth chapter analyzes the principles and ways to deal with the relationship between ideology and commodity of network media.This chapter first discusses the principles that should be adhered to in the development of network media at the theoretical level,including the unity of party spirit and people's character,the unity of social and economic benefits,and the unity of market and government.Secondly,corresponding to the fifth chapter,from the four angles of capital,audience,practitioners and government,the author thinks about the way to balance the contradictory relationship between them in practice.