| There are chord and noise coexisted in Chinese current ideological domain. The political authority and the innovation development of the party newspaper determine that it plays an important role in gathering the consensus of the party and the whole society, and promoting the popularization of Marxism. As a party newspaper editorial standard, the People’s Daily "People’s Column", with "three insistence" as the basic principle, promotes the popularization of Marxism theory through offering suggestions about the authority of national economy and people’s livelihood to the public readers. Especially the latest achievements of the theoretical system of socialism with Chinese characteristics since the 20th century. At the same time, the precious experience of the People’s Column’s boost on the popularization of Marxism, may also provide reference to party newspaper in the new period.To answer the question that how the People’s Column be possible and necessary to promote the popularization of Marxism. Those Marxism theorists, including Marx, Engels, Lenin and MAO Zedong, etc., had rich working experience in newspapers and magazines. During their party newspaper experience in the process of revolution and social construction, they gradually developed and formed a series of Marxist theory of party newspaper, which takes "the three insist" as one of the most important principles. At the same time, the party newspaper of the Chinese communist party has accumulated rich experience in the popularization of Marxism. These rational knowledge and perceptual practice provide important reference value to the People’s Column’s work, winning the broad masses of the people with the achievements of Marxist theory. They are also beneficial to the column to meet the challenges of reality in the diverse social ideological trend ferment.To card the basic content of promoting the popularization of Marxism with the People’s Column. Throughout 621 articles related to the popularization of Marxism between 2005 and 2015, the People’s Column makes the latest theory of the contemporary Marxism party going deep among the masses mainly through answering the questions to the socialism with Chinese characteristics. According to the common classification standard of the various fields of socialism with Chinese characteristics, the People’s Column’s promotion on the popularization of Marxism can be divided into five aspects:to clarify the path of scientific development of the market economy; to interpret the deepening reform process in democratic politics; to spread the idea of people-oriented harmonious society; to cultivate the socialist core values; to deepen the understanding of the environmental ethics and the ecological civilization.To emphasize the innovation of the People’s Column’s Marxism popularization work. The People’s Column takes three paths to promote the popularization of Marxism:the discourse path, the text path and the culture path. First, the column depends on the ideological discourse words in daily life, superior tone down words tone words, abstract theory of discourse to the daily life discourse transformation, realize the editorial language "mass" of Marxism. Second, the column from response to the social hot spot, will focus on words with memory of history, and choose from time to time and choose the things, the combination of positive and negative supervision, combining building rich, efficient and accurate public space. Third, column based on the cultural foundation of Chinese traditional thoughts and feelings among the masses and the cultural psychology of Marxism and the Chinese social benign interaction between the virtual and real. From the perspective of both static and dynamic two the People’s Column to promote the popularization of Marxism, column for innovation can be found in era of distinctive characteristics and charm. From the static perspective, the People’s Column’s promotion on the popularization of Marxism can be divided into three main elements:the subject, the object and the carrier. Three main elements have distinguishing feature each, which embodied in:the subject of popularization of the People’s Column has the responsibility to grasp ideological work; the carrier of popularization of the People’s Column achieves the mass medium technical integration through newspaper net interaction; and the object of popularization of the People’s Column has the initiative to take effect. From the dynamic perspective, the People’s Column’s promotion on the popularization of Marxism can be divided into three main links:the topic selection link, the processing link and the dissemination link. In the topic selection process, the colurrih build the proletarian ideology by typical cases. In the materials machining process, the column communicate "two public opinion field" in consciousness of the masses. In the value transmission process, the column guide public opinion by authority suggestion.To rethink foresightedly about the People’s Column’s promotion on the popularization of Marxism. At the new historical starting point in comprehensively deepen the reform, there are some limits in the People’s Column:the monotony of the author troop; the lack of interactive transmission mode; and the limitation of guide force, the People’s Column should constructs a high level of diversified platform through team opinion expression; establishes communication effect evaluation mechanism based on the reader questionnaire; establishes an early warning system for the public opinion based on the analysis of "big data". Through these methods the People’s Column could enhance his own influence to promote the popularization of Marxism. Only in this way, can the People’s Column complete the role transformation from the popularization of Marxism "paper library" to the popularization of Marxism "think tank". Only in this way, can the People’s Column, as a flagship party media, play an "anchored" and "mainstay" leading role in the new situation of the Chinese communist party’s ideology work. |
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