Cultivation and Dissemination of Core Values in the New Media Age〔*〕

Xu Zhenxuan

(Anhui Broadcasting Movie and Television College,Hefei Anhui 230011)

For the time being,we are confronted with an era of great social change,when the new technology revolution and information globalization are profoundly affecting the world.The era of new media has arrived.The combination of information dissemination and new media is ever-closing,the communication technology is even more advanced,the communication mode is increasingly diversified,and the communication content is becoming abundant,which all imply an unstoppable trend of the new media communication.It has realized the opening and sharing of resources and the free circulation of information,and has also brought new challenges to the information dissemination pattern,communication ecology and communication mode in the new era.For mainstream ideologies such as core values,they should follow the laws of cultural development,take a positive,active and innovative attitude,and actively construct the cultivation mode and propagation path of core values,against the faster,opener and pluralistic new media communication.

Ⅰ.The proposal of core values and the arrival of the new media era

When the communication technology is seeing a rapid development,the new media springs up exuberantly,updating the ideological and cultural concepts continuously and reshaping social production and our lifestyles.As the mainstream ideology,the core values meet the requirements of the development of the new media era,getting better cultivation and dissemination.According to John Thompson,“Mass media,at first glance,is a tool for disseminating information and providing entertainment,but in essence,mass media which does not play the functions of ideological guidance and political control does not exist in modern society.”〔1〕

1.Values and core values

Values are the reflection of consciousness to the relationship between object attributes and subject needs,which are people’s basic understanding of value relations and their fundamental views on value issues under certain social and historical conditions.In the entire social value system,the core values are the basic,core and essential part,as the understanding and grasp of the object’s fundamental needs for satisfying the subject.It is the soul and essence of the country and national culture as well as the core idea of a society in leading position,playing a dominant role and maintaining relative stability.It is also a basic value criterion that must be universally followed in the long run.〔2〕The core values are gradually formed through the accumulation of history,or the guidance of advanced forces to agglomerate consensus and assume a role in regulating behavior,stabilizing order,and providing spiritual motivation to society.As Xi Jinping stressed during his visit to Peking University,“For a nation,the most lasting and deepest strength is the core values recognized by the whole society.Core values,bearing a nation,a country’s fine pursuit,reflects a social evaluation of the truth and falsehood value standards.”〔3〕

The era of cultural globalization is coming,and various cultures are coming to mutual exchange and gradual integration.The fission and reconstruction of the international order is accelerating,the imbalance of social development is becoming increasing serious,and the gap between the rich and the poor and the ecological crisis are significantly prominent.Many issues have posed serious challenges and new tasks on human values.Max Weber said:“Each country has its own social system and internal spirit.The former is a set of economic and social ethical norms and legal systems required for the effective operation of a society,while the latter includes people’s cultural norms such as behavioral norms,value goals,and struggle objectives.”〔4〕In varied cultural forms,the values and systems highlight the essence and connotation of its culture.As far as domestic society is concerned,we have experienced the development from standing up to becoming rich to being strong,and our economic output has leaped to be the second largest in the world.At the same time,social culture is increasingly diversified,people’s values are deeply collided,and the pursuit of value is puzzled and confused in many directions.“For a country with diverse values in the social transition period,the most important thing is to establish the core values that are generally accepted by the people.”〔5〕Only by nurturing a core value culture can the “greatest common denominator” of value orientation be formed.

Marx said:“A class is the dominant material force in the society and also the spiritual power in the society.The class that controls material production materials also controls the material of spiritual production.”〔6〕At the Sixth Plenary Session of the Sixteenth Central Committee of the Communist Party of China,for the first time,it proposed the construction of a “socialist core value system” that includes the guiding ideology of Marxism,the common ideal of socialism with Chinese characteristics,the national spirit centering on patriotism,the spirit of the times,and the concept of socialist honor and disgrace with reform and innovation at its core.The 18th CPC Congress proposed “advocating prosperity,democracy,civilization,and harmony,advocating freedom,equality,justice,and the rule of law,advocating patriotism,dedication,honesty,and goodwill,and actively nurturing and practicing the core socialist values.” This core value was put forward in the light of the reality and the needs of the development of practice,when socialism with Chinese characteristics has entered the stage of healthy and stable development,and the political system,economic system,and social and cultural system have been basically mature,with condensing and sublimation of 40-year practical experience in reform and opening up.

2.The characteristics of the new media age

In essence,New Media is an emerging media that provides users with information,content and services based on digital technology,communication network technology,Internet technology and mobile communication technology.〔7〕Since the beginning of the 21st century,the information revolution,marked by the Internet,has profoundly affected all fields of the world and all aspects of production and life,and the world has been brought from the mass media age to the “all to all” era through computers,mobile phones and digital media.According to the Statistical Report on Internet Development in China published by the China Internet Network Information Center on January 31st,2018,the total size of Internet users had reached 772 million in China,and the penetration rate had reached 55.8% by December 2017,which was 4.1% higher than the global average (51.7%).Among them,netizens aged 10-39 accounted for 73%,and students accounted for 25.4%.The number of mobile phone users reached 753 million,and the proportion of mobile phone users rose to 97.5% from 95.1% in 2016.

Nicholas Negroponte once said:“Network media is the tomb-digger of traditional media.”〔8〕The new media,represented by the Internet and mobile terminals,is rising rapidly and changing the current distribution pattern and media environment constantly.The content and mode of communication are characterized by explosive growth and diversification,which poses a serious threat on the traditional media which was glorious.However,it is undeniable that the traditional media also has its unique advantages.First,its core strength lies in grasping the content productivity brought about by the “speech right.” Michel Foucault put forward the idea of “discourse is power” in the book Order of Discourse.As far as content collection is concerned,the new media is restricted by the actual laws and regulations,the advantage of the traditional media in the content is irreplaceable,and most of the excellent content still comes from the traditional media.Second,in the media market,news reports of traditional media often go through meticulous investigations and in-depth interviews,exceeding the “news fast food” of new media in depth and breadth.In particular,from the point of providing continuous,serial and in-depth investigative reporting,its works are more authoritative and more easily to be recognized by the public.The third advantage is the brand effect.After a long period of management and development,the traditional media has a clear and standardized management mechanism.The fourth is the advantages of professional operation.The long-term specialized development has formed the highly specialized news communication idea,the standard and the rigorous operation mechanism,whilst gathering the rich specialized resources and the excellent specialized talented person troop.

Marshall McLuhan’s viewpoint that “media is information” shows that the media will bring about changes in the form of information transmission as well as changes in the social life forms.The emergence of each new medium may result in revolutionary changes,so the information exchange and communication in the new media era presents unprecedented characteristics.

Integration.The new media has gathered video,sound,text,and other forms,and it integrates computers,mobile phones,televisions,movies,newspapers,magazines,and many other media.With advanced technologies such as digital technology,mobile communication technology,and network technology,the boundaries among traditional media,publishers and recipients,nations,ethnic groups,industries are faded.They exceeded the limits of the country,political parties,ethnic groups,culture,and regions,which have truly achieved multimedia,all-round,high-capacity,and universal information dissemination.The prediction of “global village” comes true.

Interactivity.Interactive communication is the core feature of new media,which is embodied in the process of two-way information transmission between media and audience.Through a variety of choices and multiple services,it can not only greatly enhance the initiative of the audience,but also can establish real-time communication with publishers,with the help of responses,comments or retweets,to meet the personalized needs of the audience.In the process of information dissemination and receiving feedback,the audience not only has more autonomy in content selection and communication,but also exists as a disseminator in a capacity;through mobile phones,computers and other terminals can it retrieve,share,disseminate all kinds of information to the greatest extent to achieve the purpose of information dissemination and feedback.

Diversity.Focused dissemination is aimed at differentiating groups or specific needs.It provides information and services through specific methods such as “customization” and “on-demand”.In the age of big data,the new media no longer delivers information services uniformly.Instead,it tailors and pushes personalized information according to different characteristics of the audience and the characteristics of the audience segmentation,to meet the unique needs of the audience.Under the joint action of all kinds of new media,publishers can also accomplish the accurate configuration of the most private information through data acquisition.Users can draw upon the interactive function of the network,and set up personalized program,to achieve accurate arrival.

Rapidity.The new media has broken the limits of time,place,and conditions.With massive information and simple operation,real-time global distribution and reception can be realized,which has profoundly changed human life.“The impact of communication tools on social transformation lies in reconstructing social space.”〔9〕Through personalized communication,people can do social networking,shopping,dealing with all kinds of public and private affairs,and enjoying many functions that other media cannot fulfill.Especially in recent years,the rapid rise of online shopping and the fast development of express delivery industry make people change from demand type to dependent type.

Openness.McLuhan believed that the transformation of the media is the core of the whole process of human civilization.As an open platform for information communication,the emergence of new media breaks the monopoly of information and makes the communication and diffusion free between different countries,different groups and different ideologies possible.The new media innovates the structure of communication and forms multiple content and subject of communication.In the process of communication,people assume the triple roles of receiver,producer and communicator.Compared with the traditional media under strict censorship system,the new media presents the characteristics of civilians and grassroots,and becomes a popular platform that everyone can participate in.

Ⅱ.Constructing core values to face challenges posed by new media

Every gift of technology and science has its dark side,and the digital survival is no exception.〔10〕In the traditional media environment,the cultivation and dissemination of core values is stable and orderly,as one way promotion with little influenced and interfered by the external.The new media has brought a new communication revolution,and the brand-new information dissemination pattern has fundamentally changed the information dissemination pattern,while the influence of the mainstream media is declining day in and day out.The communication subject of new media is complicated,the content of communication is diversified,the scope of communication is wide,and the speed of communication is fast,which leads the cultivation,dissemination and practice of core values to become extremely complex and difficult,posing new challenged on the construction of core values.

1.The main content of core values is gradually dispelling

The social mainstream value is eliminated under the impact of network evil forces.The main manifestations are:First,the anonymity and convenience of new media information released make the network behavior of the public lose the restriction,with all kinds of emotional,extreme,irrational negative emotion venting and releasing disorderly.The second is the spoofing of new media platforms and the prevalence of tweets.It has created a network of ridicule and banter,and has transformed dissatisfaction with the existing order into indifference,ridicule,and evasion.According to Neil Postman:“In a technologically advanced age,the enemy of spiritual destruction is more likely to be a smiling face than a man who looks suspicious and hated at first glance.”〔11〕Third,the new media culture suggests a tendency of vulgarization,showing a decadent trend,engulfing the social and cultural values and moral spirit in the pursuit of sensual entertainment.As these network anomies gradually increase,more people negate everything with negative attitudes and indifference emotions,and the mainstream values have been attacked and mocked as normal.When this kind of behavior extends to the network and extends to real social life,it will overdraw social trust and public conscience,which leads to the dislocation of value ideal and reality and disconnect between values and social practice.As the core values of the common value concept lose their support and trust,their “l(fā)egitimateness” and “consensus” will be suspected,and the transmission path will be blocked.

2.The cultivation environment of core values is becoming increasingly complex

Different from the traditional media in the real world,the new media information dissemination turns to the virtual world,its complexity,pluralism and comprehensiveness are more prominent.This information caters to the psychological characteristics of some people in pursuit of trendy ideas and unique ways of life.The mainstream values are inundated and ignored in the vast network information,and people are generally not interested in “political preaching”,even with strong adverse psychology,which directly wavers and weakens the attraction of core values.In addition,the spread of new media is inherently hidden and profitable,and its controllability and supervision are generally weakened,which has provided the soil for the development of bad information,and has severely overwhelmed the growth space of core values.

3.The leading function of the core values has been weakened

Television,newspapers and other media used to apply a mode of “one-to-diversity” to disseminate information.Under the premise of adhering to the “public opinion-oriented function”,the public will be disseminated and promoted through specific “gatekeepers” and certain organizational procedures.Therefore,“in front of the traditional media,people only have the option of watching or not watching,and there is no choice of what to look at.”〔12〕With the advantage of traditional media,social mainstream values can better achieve the function of leading social fashion.The new media,represented by the Internet,ushered in the personal information age of “everyone is self-media and everyone is spokesman”.Different kinds of information are filled with network,tradition and modern,east and west,mainstream and edge,orthodoxy and decadent ideology and culture intertwine here.The information brought by the new media leads people to choose and judge the value,reconstructing the value territory while transforming the values.Such information often conflict with the mainstream value or challenge the traditional value bottom line,which can easily cause value confusion and make people at a loss as the traditional value is subverted.

4.The guiding role of core values is greatly compromised

After the rise of new media,it has increased the difficulty of controlling public opinion,and the use of past teaching and commanding methods has seen little success.First,the dissemination of information has seen unprecedented freedom.With the help of new media,everyone pays more heed to the expression and value embodiment of their own personality,leading to the generalization of communication rights.The leading role of the state in information dissemination and the weakening of ideology result in the continuous differentiation of the value system in the whole society and the lack of recognition of the dominant core values.Second,the acceptance habits of the audience have changed a lot.Concise and vivid “short-quick” messages can grasp more attention.The mainstream culture has not been able to keep up with the pace of the development of cyber culture,failing to occupy the network position in a fast manner.The “High-end” image of the mainstream value was rejected,and the theoretical doctrine was boring compared with the internet culture.The core values have been weakened and crowded out step by step,while all kinds of noise have come in.Third,information dissemination presents a fragmented,social,entertainment cognitive model.People distract themselves from information content and focus more on communication techniques and forms.The network not only closes the distance between the information and the audience,but also splits the connection of the knowledge system asunder,which hinders the people’s recognition of the social core values,especially those inconducive to rational analysis and acceptance of the mainstream values.It is difficult to provide sufficient nourishment and strong support for people’s soul through cultural communication of “fast food” style.

Ⅲ.New media brings opportunities to cultivate core values

The generation of any kind of values can not be separated from the ideology of a particular group of people,and it is also inseparable from certain material conditions.Habermas said:“Technology and science today have a dual function:they are not only productive forces,but also ideology.”〔13〕As the staunchest supporter and defender of the core values,the new media constantly influences and shapes the social mainstream values.It is characterized by instance,openness,interaction and swiftness,which has brought new opportunities for the cultivation of the core values.

1.New media contains rich content of core values

In essence,as a “virtual society” based on network technology,new media embodies and contains rich core values.Its spirit of freedom,equality,democracy,rule of law,civilization,harmony,honesty and friendliness are fully embodied in new media.The openness of new media leads to publicity and transparency,so that everyone can master information through the network,participate in decision-making and management,and implement democratic supervision.The essence of the interconnection in the internet spirit is its equality.The new media uses the Internet platform to eliminate inequality in real life.Regardless of sex,age,education,status,race,party,everyone is free to participate in the exchange and dissemination of information and culture,everyone can equally express their legitimate ideas and opinions,and there are no more privileged classes and hierarchies.Once users have more dissemination of information and freedom of expression,it means that they have to shoulder more social responsibilities and accept more restrictions.〔14〕In order to develop healthily,the new media must strengthen the network management,control the bad information,set up the information censor system,construct the civilized and harmonious network environment,and cultivate the network culture with good faith and friendly attitude,so that the information dissemination can follow the rules and go on the way of legalization.

2.New media broadens the cultivation of core values

The core values must be accepted and recognized with the help of effective information carriers and extensive means of communication,and be translated into the social action guidance and people’s ideological consensus,so as to achieve the effect of inspiring the spirit and rallying the hearts of the people.Under traditional media,core values are often experienced in real life,understood through meetings,classrooms and exchanges,and learned through newspapers,magazines,radio,television and books.Although these communication methods generate a certain effect,there are also insurmountable limitations.For instance,people do not have the right to choose and take the initiative.The amount of information is small,with poor timeliness and weak infection.It is more difficult to integrate it into life and reality.It is only drawing upon the verbal,books,and meetings.The abundance and diversity of new media content,the equality and mutual trust of communication,and the speed of communication provide favorable conditions for the enrichment and development of core values.In the virtual world of the Internet,the core values are not constrained by people,time,place,conditions,etc.They also employs the intuitive image of popular forms,to display the connotation of core values in a popular and intuitive form and to achieve the “match of the ‘statement’ as a cultural expression system and the ‘living law’ of the public’s daily practice”.〔15〕This communication is more approachable,closer to life and people,and more easily recognized and approved.

3.New media highlights the strength of the core values

With its powerful radiation power and all-encompassing coverage,the new media has in fact become a collection and distribution center of various social trends of thought,an amplifier of various interests,and a wind vane of all kinds of rumors and public opinion.Information communication can break through all kinds of limitations to create an information field beyond time and space,presenting a three-dimensional,rich and comprehensive communication mode.No matter who,where and when,people can use modern technology to receive information through various types of terminals to accomplish seamless connectivity.On one hand,given the impact of market economy,mainstream values are weak and marginal,even abandoned and ignored.The daily life of the people,such as the labor of raising children and arranging daily necessaries,seems to be inconspicuous.However,it actually hides the source of culture and has the true meaning of values.〔16〕The extensive use of new media expands audience coverage and promotes social influence,penetration and cohesion of mainstream values.

On the other hand,the ideological struggle still exists in the new media era,and the network culture is branded with ideology.Huntington believed that the dilemma of cross-cultural communication lays in the struggle of different cultural groups for the right of public opinion.Some countries have used their powerful economic,political and military power to promote what they call “universal value” in the process of globalization.As an important tool for the dissemination of network culture,the new media can enhance two-way communication and mutual understanding in the face of the infiltration and positive impact of various ideological networks in the West,with the help of the “boundless” network media.When passing on their own positions and values,we should strive for international support and understanding,make clear the “absolute principle” and strengthen “soft power”.Therefore,it is of practical significance to actively build up the spreading position of new media on the net for the improvement of the resistance and defense to the wrong thoughts and ideas,and the enhancement of the discriminating ability and judgment of all kinds of complex information.“Cross-cultural communication should be based on traditional culture,be compatible with the essence of foreign culture,and form its own characteristics in the collision,intersection and fusion of different cultures.”〔17〕The new media can actively spread the excellent national culture,absorb the achievements of the world’s outstanding civilization,promote the exchange and integration of different values,and better demonstrate the scientific nature and truth of the socialist core values.

4.New media has inspired a high degree of recognition of core values

Rousseau said:“the law is not engraved on marble or bronze watches,but in the hearts of citizens.”〔18〕The identification of values is not a simple external process.Only through internalization in the mind and externalization in the behavior can people’s behavior and even the way of thinking be dominated.In terms of breadth,the influence of new media on people is reflected all the time and everywhere in social life;in depth,people’s production and life,words and deeds,ways of thinking and values are almost influenced by new media;from the perspective of depth,people’s production,life,behavior,thinking,and values are almost always affected by new media.It is different from the traditional media’s “initiation from the communicator” and the “I say and you listen” approach.For the new network media of “decentralization” and “deauthorization”,it is to adopt the approach of two-way interaction,communication and sharing,and propagate with the audience as the core,so that everyone has the right to speak and deliver public opinion and everyone has the right to express and participate.

The connection of things is various,and the causal connection is a kind of connection in the universal connection of things.In the public sphere of new media,both positive propaganda and negative criticism use interactive discussions to reach consensus through full reasoning and serious debate.Mainstream values are gradually accepted,understood and rooted in everyone’s heart.The positive preaching conducted by online media is not the official orthodoxy but the discussion and analysis of various typical cases,which has led people to think in a perspective manner.Generally,the mainstream values will be more deeply accepted and recognized,after it touches the soul.Negative criticism is also an important form for new media to cultivate values.In recent years,a large number of public events in the new media public domain have caused hot debate and criticism.This kind of criticism is not the extreme speech of individual people,but the rational analysis and thinking of the masses,which causes people to resist the “negative energy” of the wrong idea consciously,and to stimulate the “positive energy” of the core values.Therefore,the existence of pluralistic values in the new media era not only plays a positive role in promoting cultural prosperity,but also helps to stimulate the mutual influence of different values,promote each other,and drive people to identify with the core values better.

Ⅳ.New media innovates the dissemination mechanism of core values

In the era of information globalization,new media,as a new means of communication,enjoys great advantages in content,scope,mode and effect of communication,and it has become the main tool and mainstream position to disseminate socialist core values.The rapid development of information technology and the fierce conflict of multiple values have brought shock and turbulence to the mainstream ideology of society.Only by innovating the communication mechanism of core values can the communication effect be improved.

1.Establishing the communication channel of new media and traditional media

The dissemination of core values is not easy to be accepted by the people today by the simple way of traditional media,and the effect will not be satisfactory if the new media is fragmented and independent.Therefore,it is urgent to combine the new media with the traditional media effectively and construct the core values communication system of the new era.Confronted with revolutionary changes in the communications market,the traditional media should put down their airs in time,integrate “rich content” into “flexible forms”,give play to their own resources,organize advantages of the talent,take the initiative to enter the public opinion field of the network,and actively spread mainstream values,so as to eliminate the alienation of the public from the mainstream media and core values of indifference.The core values can only be fully and better expressed through forums,Weibo,WeChat,social networking sites and other media,when the new media give full play to its advantages of interaction,bidirectional,dynamic and active,break through the limitation of traditional words or sounds,make the information communication from plane to three-dimensional from linear to nonlinear,and achieve the integration of sound,image,text and video.

The integration of all media is a developing trend facing the future,and the estrangement within the media industry will be broken eventually.Whether it is traditional media and new media,mainstream media or self-media,or official media and commercial media,it is necessary to form a network of information dissemination communities,break the boundary between the media,melt the estrangement between the media,and set up the operation mechanism and working mode which can seize opportunities and complementary,share and cooperate in content,and learn from each other in form.

2.Advancing the mode of diverse,open,and interactive dissemination

Interactive communication is the essential difference between new media and traditional media.〔19〕Against the development of modern technology,the role and function of the communicator and the audience have been transferred,and the new interactive mode of feedback communication has set up a platform for the development of core values.The boundary between the communicators and the audience in the traditional media has been broken.The “straight + flowing” type of communication,which was point-to-face and one-to-many,has been replaced by the model featuring point-to-point and many-to-many “on-demand + interaction”.The traditional range and ability of communication have seen breakthrough,and individualized needs have been fully satisfied.For the audience,the access to information is no longer passive,but to be independently selected,actively searched and requested by feedback,Through abandoning bad information,it can bring public discourse space for the spread of mainstream value.

As far as the communicator is concerned,it is no longer a straight-line transmission based on its own authority or subject status solely,with no distinguishing among time,place and object.Under the background of big data and cloud computing,we can grasp the public opinion of the Internet,grasp the guidance of public opinion,and guide the network behavior through precise push to reach the goal of sublimation and promotion of core values,on the basis of observation or statistics of online media browsing behavior.In new media communication,the social roles of both sides of the interaction are often hidden and virtual,which will not only reduce the unnecessary psychological burden,maintain a simple state of mind,and show true feelings,but also help to establish an equal and relaxed interpersonal relationship.Communication between communicators and recipients,as well as between audiences,can be based on an unobstructed,trusting model of communication.The value recognition and moral practice formed through positive interactions have laid the foundation for the transformation of core values from “hard theory” to “soft culture”,which is conducive to expanding the influence of core values and accelerating communication.

3.Developing communication products to promote the mainstream value of society

The new technology,represented by the network audio-visual and mobile terminal,brings the fundamental driving force to the media reform.It builds the new media communication platform,and provides the service for the core values transmission and communication through the use of the network communication law.The effective communication on the information network highway is inseparable from the high-quality products.In the process of industrial chain reconstruction,the division of labor and cooperation between product production and service platform has become the trend of the times.Media competition,“Content is the king”,and quality content is still the decisive factor to attract users in the new media era.New media products should not only guarantee the professionalism of content and market share,but also political authority and brand influence.As a highly condensed goal of national value,social value orientation and civic value criteria,core values should undoubtedly occupy the commanding height in the creation of new media spiritual products.The dissemination of content should focus on the quasi-society and the interests of the audience.Starting from the general interests of education,housing,and security,we can use the things around you to educate the people and to spread the positive energy of the society.The spread of core values is also inseparable from the mass line,when adhering to professional development.“Happiness is made through struggle.” Only when the information dissemination is combined with the production and life of the ordinary people and the individual struggle can the appeal and charisma of various typical cases be improved by finding the fitting points of the typical cases with people’s ideological and moral feelings.

Discourse must be changed from a top-down discourse system to a bottom-up discourse system,abstracted from abstract theory,and replaced by authoritarian discourse with descriptive,living,and storytelling features,talking about what people want to hear and what people can understand.In the international communication,we must also base ourselves on traditional culture and develop original products that reflect the characteristics of the times,promote national characteristics,and reflect the Chinese spirit.As Comrade Xi Jinping said:“Cultural confidence is a more fundamental,deeper and more lasting power in the development of a state and a nation.”〔20〕Therefore,construction of an innovative and credible external discourse system and usage of the amplification and resonance effects of new media can let the world feel the Chinese traditional charm,and better spread the Chinese characteristics,Chinese spirit,and Chinese style values.

4.Sharing and promotion of the communication effect of identity

The essence of communication lays in sharing.McLuhan regarded the media as an extension of the human body.At the same time,media is the extension of thought,emotion and mind.Daniel Dayan noted that media events highlighted certain core values and aspects of collective memory.〔21〕When traditional media propagate cultural positive energy and mainstream values,although they also rely on numerous media events,the core values constructed by them are often separated from the world of public life and are only displayed as a value symbol,with no practical effect that goes deep into the hearts of the people.In the vision of new media,people share all kinds of information and scenes through the spread of “l(fā)iveness” around the world.Many media events,such as film and television works,hot events,typical characters and so on,are presented to the world in a new way,and the social mainstream values are also fully displayed.The effect of network communication is the change of people’s values,behavior,thinking mode and social and cultural accumulation.〔22〕The interactivity and immediacy of the new media has brought a distinctive sense of scene and a sense of closeness inside.Through the multi-level information dissemination and the diversified expression method,such as the instant sharing and the quick transmission of all information,people can feel the influence of the mainstream values imperceptibly.The majority of audiences face the reality through new media online,participating in them,sharing emotions,joys and sorrows,expressing opinions,and experiencing the immersive real feelings in a silent manner.

5.Strengthening control and creating a clean communication environment

The rapid development of the Internet has posed new challenges on national sovereignty and people’s lives.Information network has constituted a new space for human activities,and network penetration and control has become the norm of international struggle in the Internet age.The “borderless” flow of information provides convenience for ideological infiltration,impacts the ideological position,and gives opportunities for all kinds of erroneous thoughts.Network trend of thought is one of the main types of social evaluation activities in the Internet era.〔23〕A horde of people have transformed into communicators,released information independently,made comments and exchanges,and produced a strong public opinion field,and the difficulty of information management and control is obviously increased.Therefore,without security monitoring and protection,the new media will not be able to get healthy and sustainable development.On April 10th,2018,the State Administration of Radio and Television ordered the relevant public numbers to be shut down permanently for its improper orientation and vulgar style of the “NEIHAN DUANZI” app.Therefore,measures,including strengthening the network security supervision,perfecting the media control mechanism,standardizing the operation of the new media and maintaining the communication order,register positive significance to consolidate the network education position of the core values.

In a word,new media emerges as requirement of the times,and new technology promotes the development of media integration in the process of media transformation and upgrading,which has brought challenges and opportunities for the cultivation and dissemination of core values.Through continuously innovating the dissemination mechanism and effectively strengthening supervision and control,the new media has realized the two-way interaction of modern information communication,thus ensuring more scientific and comprehensive dissemination of core values,improving the relevance and effectiveness of the dissemination of core values,and inhabiting a better role in supporting and leading social ideology and culture.

:

〔1〕Thompson, Ideology and Modern Culture,Nanjing:Yilin Press,2005,p.286.

〔2〕Zhang Jingrong, Review of Socialist Core Values,Beijing:Social Sciences Academic Press,2017,pp.19-24.

〔3〕 Xi Jinping on Governing the Country,Beijing:Foreign Languages Press,2014,p.168.

〔4〕Max Weber, The Protestant Ethic and the Spirit of Capitalism,Shanghai:Shanghai Sanlian Bookstore,1987,p.114.

〔5〕Xu Weixin et al., Research on the Socialist Core Values,Beijing:Communist Party Central Party School Press,2016,p.31.

〔6〕 Selected Works of Marx and Engels (Vol.1),Beijing:People’s Publishing House,1972,p.52.

〔7〕Ma Weigong,Luo Qing, New Media Communication,Beijing:Communication University of China Press,2011,p.6.

〔8〕Nicholas Negroponte, Digital Survival,Haikou:Hainan Publishing House,1997,p.3.

〔9〕Chen Weixing, The Concept of Communication,Beijing:People’s Publishing House,2004,p.438.

〔10〕Nicholas Negroponte, Digital Survival,Haikou:Hainan Publishing House,1997,p.122.

〔11〕Neil Bozeman, Hedonism,Guilin:Guangxi Normal University Press,2009,p.132.

〔12〕Qin Lu, How to Reign in the Internet Age,Beijing:Party Building Reading Books,2012,p.7.

〔13〕Habermas, Technology and Science as Ideology,Shanghai:Xuelin Press,1999,p.62.

〔14〕Tian Zhihui, New Media Communication,Beijing:Communication University of China Press,2008,p.8.

〔15〕Xu Weixin et al., Research on the Socialist Core Values,Beijing:Communist Party Central Party School Press,2016,p.31.

〔16〕Han Zhen,New Media and Core Socialist Values, Guangming Daily,June 14,2017,11th edition.

〔17〕Tian Zhihui, International Communication in the New Media Environment,Beijing:Communication University of China Press,2010,p.92.

〔18〕Rousseau, Social Contract,Beijing:Commercial Press,1980,p.73.

〔19〕Ma Weigong and Luo Qing, New Media Communication,Beijing:Communication University of China Press,2011,p.8.

〔20〕 Document Collection of the 19th National Congress of the Communist Party of China,Beijing: People’s Publishing House,2017,p.18.

〔21〕Daniel Dayan and Elihuh Katz, Media Events,Beijing:Beijing Broadcasting Institute Press,2000,p.3.

〔22〕Peng Lan, Introduction to Internet Communication (Second Edition),Beijing:Renmin University of China Press,2009,pp.336-337.

〔23〕Chen Xinhan, Introduction to Core Value System Theory,Shanghai:Shanghai University Press,2016,p.300.