Study On The Communication Mechanism Of Socialist Core Values In New Media Field

The report of the 19 th CPC National Congress pointed out that the socialist core values are the concentrated reflection of contemporary Chinese spirit which condense the universal value pursuit of all Chinese people.Since the 18 th National Congress of the CPC,the Party Central Committee has attached great importance to cultivating and fulfilling the socialist core values.The socialist core values have gone through several stages of Conceptual Refinement,extensive discussion and consensus building,which has been promoted to the stage of deepening and carrying out.How to effectively spread the core values and implement them concretely is the principal contradiction in the current stage.From the perspective of reality,the dual pressure of the diversity of Chinese people's value pursuit and the penetration of foreign ideas has prompted the party and the state to strengthen the core values and grasp the dominant power of ideology firmly.The new media has become the largest variable of the socialist core values and even the whole ideological construction.The high-speed development of the new media technology has brought opportunities to the dissemination of core values but also challenges.Under such circumstances,it is urgent to deeply study the essence and law of the dissemination of core values in the new media field.However,the current research of this field is still limited,especially regarding considering the new media as a field rather than a simple means of media transmission.Based on this,this study focuses on the research of the dissemination mechanism of socialist core values in the new media field.This question related to theory and practice,focus on future but based on current situation.Around this question,this paper,based on the theory of Marx's spiritual communication and mass media,draws on the western classical theory of communication,uses comparative analysis,multidisciplinary cross research,and literature analysis to clarify the essence and media form of the dissemination of socialist core values.On the basis of the analysis of elements form of the transmission mechanism of the core values in the field,the important challenges facing the communication mechanism of the socialist core values in the new media field are deeply analyzed,the ideal pattern of the communication mechanism of the socialist core values is constructed,and the optimized strategy is put forward in terms of the problems faced by the communication mechanism.The first part: Connotation definition.The key is to answer what is "new media field" and "dissemination of socialist core values".Explore the connotation and type of the media field,grasp the spirit essence of the socialist core values by philosophy,reveal the practice form by communication,explore the value implication by political science,grasp the particularity of the dissemination of the socialist core values in the transformation from traditional to new media field.The second part: Operation process.Focus on exploring the running process of the dissemination of socialist core values from elements composition and basic steps.Based on exploring the propagate mechanism of socialist core values,analyze the essencial procedure and four elements of the propagating process of the socialist core values.The third part: Realization methods.The key is to answer how to propagate socialist core values in new media field.There are five methods have been concluded based on reality,which are the main body formation mechanism of the one element leading and the multiple elements interaction,the expansion mechanism of the goal unification and the diverse demand,the media fusion mechanism of the technical precursor and the competition cooperation,the group difference,the mechanism of classifying objects with individuality and the external communication mechanism based on strength and discourse choice.The fourth part: Severe challenges.The key is to solve the disintegration of the central value of the socialist core values in the field of new media and the weakening of the media authority,the content of the homogeneity and the subject of the dissemination of the core values of socialism under the new media field.The weakening of the appeal,the rapid renewal of the means of communication and the values to accept the inefficiency,the fragmentation of the mode of communication and the understanding of the values,the hegemony of the western discourse and the promotion of the international media image of China.The fifth part: Strategy optimization.In order to provide a new path for the construction of the communication mechanism of the socialist core values in the new era,taking the important challenges facing the core values in the new media field as the starting point,optimization of the communication strategy of values as the foothold,draw on the core components of the gatekeeper theory,the agenda setting theory,the theory of use and satisfaction,the theory of training and main idea in information feedback theory,integrate the theory with the practice and focus on the optimization of the key elements and links.