论自媒体时代的意识形态传播

自媒体时代信息传播具有主体广泛性、速度及时性、过程互动性、内容复杂性等特点，对主流意识形态传播工作的一元性、权威性、针对性和理论性形成了挑战。同时，自媒体时代也为提升意识形态传播工作的领导力、吸引力、渗透力和亲和力带来了机遇。加强和改进自媒体时代的意识形态传播工作需要实现传播模式由以“单位传播”为主转为与“社会传播”相结合，传播内容由以“理性传播”为主转为与“感性传播”相结合，传播主体由以“教育者”为主转为与“意见领袖”相结合，传播监管由以“技术删控”为主转为与“法德并用”相结合。

Ideology Propagation in “We Media”Era

The information propagation in “We Media”era presents the characteristics of subject universality,promptness in speed,process interactivity,and content complexity etc.Its characteristics have posed challenges to the unitary,au-thoritative,and targeted and theoretical mainstream ideology propagation.In the meantime,“We Media”era has provid-ed new opportunities for improving the leadership,attraction,penetration and affinity of ideology propagation.Innovation of the ideology propagation in “We Media”era should achieve the propagation model changing from “Unit Propagation”as the principal to its combination with “Social Propagation”;propagation content changes from “Rational Propagation”as the principal to its combination with “Perceptual Propagation”;propagation subject changes from “Educators”as the principal to its combination with “Opinion Leaders”,and propagation supervision changes from “deletion and control through technology ”as the principal to its combination with “managing through law and morality”.