融媒体时代主流意识形态建设:价值·困惑·优化——基于文化分析的视角

融媒体在当下社会中的“本体论”意义赋予其对于社会文化生态、大众话语、交往关系及主体文化心理的建构性力量,且使得社会主流意识形态的发生机理与作用机制实现了“文化渗透”转向.对融媒体与意识形态运作同构性的忽视,导致当前主流意识形态建设面临一系列现实困惑,如后现代语境下主流意识形态生存空间愈渐窄化、微观叙事话语与主流意识形态宏大叙事话语极易陷入“二元对立”的境遇、新型文化景观的隐性意识形态属性鲜获关注等.优化两者之间的张力关系,应当通过聚焦文化心理,在情感对接中形成意识形态的共情体验;赋能媒介话语,在微观编码中凸显意识形态的生活观照;依托仪式场景,在具象互动中实现意识形态的主体询唤等,实现主流意识形态的“生存论”转向,有效提升融媒体时代主流意识形态的价值认同度和话语影响力.

The Construction of Mainstream Ideology in the Era of Fusion Media: Value, Confusion and Optimization based on Cultural Analysis

The "ontological" meaning of fusion media in the current society endows it with constructive power for social and cultural ecology, public discourse, communication relationship and the main cultural psychology. Therefore, the occurrence and operation mechanism of mainstream ideology has achieved a shift of "cultural infiltration". The ignorance of the isomorphism between the media and ideology leads to a series of practical puzzles in the mainstream ideological construction. In the post-modern context, the mainstream ideological living space is narrowing. Micro-narrative discourse and mainstream ideological grand narrative discourse can easily fall into the situation of "dual opposition". And the hidden ideological attributes of the new cultural landscape receive little attention. To optimize the tension relationship between them, firstly, we should focus on cultural psychology to make ideological empathy experience in emotional connection. Secondly, we should highlight the life view of mainstream ideology in micro-coding by giving energy to media discourse. Finally, we should realize the interpellation of ideology in the figurative interactive ceremony by constructing ritual scenes. Through above methods, we will achieve the "existential" turn of mainstream ideology and effectively increase the value recognition and discourse influence of mainstream ideology in the era of fusion media.