自媒体流行对马克思主义大众化传播的影响与策略

自媒体作为当今时代最为流行的大众即时交互平台,呈现出传播主体客体化和客体主体化、传播内容个性化和自主化、传播效果集聚化和显著化、传播过程隐匿化和复杂化等四个主要特征.自媒体的出现,既对马克思主义大众化产生着扩大传播领域、创新传播方式、激发传播热情等有积极影响,又具有冲击马克思主义一元指导地位、忽视先进文化传播、弱化理想信念等消极影响.有鉴于此,特从优化传播主客体、优化传播内容、优化传播过程等方面,积极构建自媒体交互环境下马克思主义大众化传播体系,努力创新自媒体条件下马克思主义大众化传播新兴模式,为马克思主义大众化提供新平台、新途径和新方式.

Influence and Strategy for the Marxism Popularization on the Popularity of the We-Media

As the era of the most popular instant communication platform, We-Media has the characteristics of openness,interactivity, agility and the occult. As to the popularization of Marxism, this not only produces positive influence on expanding the field of communication, innovating the mode of transmission, and stimulating the propagation enthusiasm,but also produces negative influence on shaking the Marxism''s centralized guiding position, hindering the spread of advanced culture, and weakening the ideal practice. We should play the government functions, improve the media literacy and strengthen self-discipline to construct the system and innovate the mode of the popularization of Marxism from theperspective of We-Media, with providing new platforms,new ways and new manners.