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The rapid popularity of smart terminals and the mushrooming of self-media platforms have allowed every netizen to have a microphone, freely expressing ideas, opinions, and values into reality, and can fully satisfy their personal desire for expression. Due to the low entry threshold of self-media and the relatively free creative environment, it has stimulated the participation of ordinary netizens, or expressed feelings, or recorded life, or talked about events.
The dissemination of information is no longer monopolized by a few people or organizations, and the voices of ordinary people can also be transmitted and heard, which makes online public opinion closer to real life. However, due to the uneven media literacy of netizens, the content presented is more casual, the thinking is more chaotic, and various views collide and influence each other, resulting in mixed information on self-media platforms, and it is difficult to distinguish between true and false.
Although the concept of ideology sounds too abstract, it is not a purely empty and ethereal thing, it is composed of various concrete consciousnesses, and has a strong direction. Ideology cannot be seen or touched, but it really plays a role that cannot be ignored. On the self-media platform, the confrontation and collision of various ideas, ideological issues cannot be ignored, and are related to the stability of mainland society.
1. Overview of self-media
The connotation and expression of self-media. The term "self-media" first appeared in the text of American writer Dan Gilmour, in which he briefly explained the characteristics of self-media, through the network peer-to-peer communication method, coupled with the two functions of sharing and linking, created countless "grassroots publishers".
The definition of self-media by mainland scholars is also divergent and there is no unified definition, but they are all defined from the aspects of information technology foundation and communication methods. The definition adopted in this article is: self-media refers to the communication channel through which the communication subject delivers content to others in the form of peer-to-peer or peer-to-peer through the Internet platform.
The type of self-media. We-media is booming, and due to the differences in development priorities, positioning and audiences, many different types of self-media platforms have emerged, forming a pattern of blooming flowers.
II. Overview of ideology
The concept of ideology. Ideology is an abstract concept that first appeared in the West by the French Enlightenment thinker Desdut Trasi, who believed that ideology refers to the science of ideas about the roots of stereotypes or prejudices. Later, there were also Western scholars who believed that ideology was related to the theoretical system that individuals or certain people should be subject to a certain domination.
Marx also discussed ideology, arguing that ideology is a "superstructure" influenced by real economic relations, not only by the political superstructure, but also by social existence. According to Marx's exposition on ideology, this article believes that ideology is the concentrated reflection of ideas, beliefs, and values in a certain class, political party or group, and individual, and that the official ideology with the legitimacy of the regime is the ideology in the dominant position, which embodies the ideas and concepts of the ruling class and represents the fundamental interests of the ruling class.
Third, the characteristics of ideology
1. Class nature. Ideology reflects the will or ideas of a certain class, not the common idea of the whole people, so it has a strong class character, and in order to obtain political power or consolidate political power, it is necessary to establish an ideology belonging to that class. Marxism holds that ideology is the product of the development of human society to a certain extent and a certain stage, and embodies class interests in a concentrated manner. Inevitably, different classes will have different value systems, representing the fundamental interests of different class groups
2. Realisticity. Although ideology is an abstract theoretical concept, it is not a purely empty and ethereal thing, it has a strong direction, always pointing to reality. In daily life, there are also problems related to ideology, whether it is the dominant ideology or unofficial ideas and values, either to maintain the existing institutional system or to criticize the existing institutional system.
3. Totality. Ideology is an organic ideological system composed of political thought, legal thought, economic thought, social thought, education, art, ethics, morality, religion, philosophy, etc., and its internal structures are not independent, but have certain connections and interactions.
The role of ideology. Ideology cannot be seen or touched, but it really plays a huge role, providing value guidance and moral norms for society.
The class nature of ideology determines that it serves the ruling class and helps it consolidate its dominance. Ideology provides rationality for the behavior of the ruling class, and also provides norms of behavior for all classes, including the ruling class. Ideology also has the role of unifying ideas, integrating cultural values into social consciousness, and skillfully using ideology to construct the ideological consciousness of the ruled class.
The role of ideology determines its important position in real life and the online world, and ideological leadership in the context of self-media is particularly important.
Fourth, multiple challenges to ideological security in the era of self-media
The impact of pluralistic ideas. Under the influence of the globalization of the Internet, diverse cultures have confronted and blended with each other on the Internet, subtly affecting the ideas and concepts of netizens.
The more open the mind will be. Then, it will inevitably affect their original thinking. With the implementation of reform and opening up, especially in the new media environment, foreign economic politics, science and technology, cultural values, social habits and other aspects of content quickly spread to the country, in the Internet era of diversified subjects and elements, netizens learned a huge amount of information, but also influenced by foreign ideologies, their own ideology has also suffered a serious impact.
In the context of self-media, certain social phenomena will be highlighted with high intensity and multiple frequencies, causing confusion in the minds of netizens and quietly shaking the core position of mainland socialist ideology.
The spread of nihilism. The characteristics of popularization, concealment and liberalization of self-media have led to anyone being able to express their views, and any kind of views can be published, resulting in a confusion of information, including some deliberately distorted and ulterior motives, nihilism is one of the most typical. In recent years, nihilism has been one of the discourse forms with hidden dissemination, rich forms and the highest acceptance on self-media platforms, which has profoundly changed the thinking of some netizens.
With the convenience of self-media platforms, nihilism is no longer a specific existence of the intellectual class, but the influence is expanding, has affected ordinary netizens, its expression methods are varied, unpredictable, extremely obsessive, usually under the banner of "secrets", through the so-called "small to see the big" to achieve "de-sacralization", specious inferences, trying to break off traditional conclusions and views, and even some people fabricate rumors out of thin air to attack historical figures or historical events, for the sake of attracting people's attention, distorting history, maliciously smearing heroes, It seriously hurt national feelings.
Competition for online discourse. The communication method in the traditional media era is one-way, and the audience can only obtain information from a relatively single channel, which makes the audience's thinking more stable and easy to control. However, in the era of self-media, every netizen can freely and fully express and share their views, which makes the dissemination of information more complex and changeable, and people's thoughts and behaviors will be more difficult to detect.
Once the problem of social sales points appears, with the blessing of self-media communication power, there will be an increased influence of double education, which is particularly easy to stimulate mass incidents, greatly undermine social stability, lead to a decrease in people's sense of identity with the current society, and even produce a crisis of trust, seriously affecting social harmony.
The penetration of Western ideology. Western countries have never stopped infiltrating us ideologically, but this war without gunsmoke has moved to cyberspace. Although the platform of action has changed, and the modalities have changed accordingly, the penetration of Western ideology has never stopped.
As a media that has become popular all over the world after radio, television, newspapers and periodicals, and the Internet, self-media has greatly enhanced the connection between netizens under different cultural backgrounds and political systems, and has also increasingly become a new position for Western countries to rely on their network advantages to exert ideological influence on mainland netizens with ulterior motives, especially young netizens.
epilogue
To strengthen the construction of the mainstream ideological position on the Internet, we must first strengthen theoretical propaganda, vigorously publicize Marxist thought, take a firm stand, use our discourse system to guide the direction of public opinion, and avoid some people with ulterior motives from deviating from the rhythm.
The theme of malicious attacks on historical figures and historical events must not be soft, but must be fought back in time according to reason, so that the mainstream ideology always occupies the theoretical high ground. Second, we must not only fight back against unfavorable speech, but also take the initiative to set up topics and guide netizens to discuss around mainstream ideology. When setting topics, it is necessary to select topics that netizens are interested in and pay more attention to, and guide netizens to make value judgments on topics that conform to mainstream ideology in a timely, multi-channel, and multi-means manner, and build a public opinion environment that conforms to the development direction of mainstream ideology.
Official media should stand at the starting point of mainstream ideology, seize the initiative to guide the direction of public opinion at the fastest speed, skillfully use the characteristics and release skills of self-media communication, spread positive energy in a clear-cut manner, publicize the value judgment of mainstream ideology, and actively guide the correct direction of public opinion.
At the same time, it is necessary to cultivate network opinion leaders who tend to themselves in a planned, large-scale, and step-by-step manner, especially paying attention to cultivating experts and scholars, heroic models and other representatives with a good mass foundation, so that they can speak together with the mainstream media, and form a high-level online public opinion guidance team that stresses politics, considers the overall situation, and is of high standards.