文化软实力研究

当前,新媒体的快速发展在某种程度上改变了传统的传播格局及舆论生态,从而对社会主义核心价值观传播的基本要素产生影响,并使传播形态呈现交互性、传播渠道凸显融合性、传播效果具有即时性。新媒体技术、新媒体平台以及新媒体文化在为社会主义核心价值观传播带来机遇的同时,也使其传播"五要素"面临不同程度的挑战。因此,在坚持"受众为本""内容为王""创新为要"等基本原则的基础上,发挥新媒体的传播优势及价值传播功能,以推动社会主义核心价值观传播"五要素"形成传播合力,进而优化社会主义核心价值观传播策略,是增强其传播广泛性和有效性的重要途径。

At present, the rapid development of new media has changed the traditional communication pattern and public opinion ecology to some extent, thus having an impact on the basic elements of the dissemination of socialist core values, making the communication forms interactive, the communication channels highlighting integration, and the communication effect immediate.New media technology, new media platforms and new media culture not only bring opportunities to the dissemination of socialist core values, but also make “five elements” of their dissemination face challenges to varying degrees.Therefore, on the basis of adhering to the basic principles of audience-oriented,content-oriented and innovation-oriented,giving full play to the communication advantages and value communication functions of new media to promote the “five elements” of socialist core values to form a communication synergy, and then optimize the communication strategies of socialist core values, isan important way to enhance its disseminate extensiveness and effectiveness.