First, the characteristics of new media and its dissemination law
(1) Forms of new media. New media is a new media form supported by new technology, which can be roughly divided into four categories: (1) emerging media based on computer internet. Common forms are: various websites, forums, blogs, mobile blogs, Weibo, podcasts, wikis, search engines, online communities, online newspapers, online books, online logs and emails. (2) Emerging media based on radio and television networks. Common forms are: digital broadcasting, network broadcasting, digital TV, network TV, mobile TV and so on. (3) Emerging media based on mobile phone telecommunication network. Common forms are: SMS, WeChat, mobile newspaper, mobile magazine, mobile phone and other wireless network functions. (4) Based on the integration of the above three network forms, the common forms of emerging media are: interactive TV, mobile TV, Internet radio, digital multimedia broadcasting, digital multimedia magazines and so on. As a communication tool, emerging media has the following characteristics:
(2) the extensiveness of communication content and the openness of space. New media has broken through the restriction of physical space on communication, and the scope of communication is infinitely extended in space. According to statistics, by the end of June 20 12, the number of netizens in China had reached 538 million, and the Internet penetration rate was 39.9%, among which the number of mobile phone netizens reached 388 million, which was beyond the reach of traditional media such as newspapers. The information capacity of network media is also unlimited. With the help of search, link and other functions, massive information is richer and fuller in content.
(3) the immediacy of communication speed and the interactivity of communication mode. New media has incomparable advantages over traditional media in the speed of communication. People can post all kinds of news at the first time through computers, mobile phones, iPad and other tools and forums, blogs, podcasts, Weibo, WeChat, etc. In recent years, many important news stories were shot online, and then updated at any time through Weibo and mobile phone WeChat. In this process, people are not only the recipients of information, but also the creators and publishers of information. They can create independently, communicate freely and express their opinions, breaking the traditional centralized and unified top-down communication mode.
(4) Diversity of group views and opinions. Due to the interactive communication of new media, the authoritative role of information publishers is weakening day by day, and different interest groups can express their interests and values relatively freely, forming a diversified view of new media communication. At the same time, the new media has created a public forum where people can freely express their opinions, form common political values and ideas through exchanges, and spawned various like-minded online groups.
Second, the new situation faced by the ideological construction of democratic parties in the new media era
(1) New media provide opportunities for innovation and development. The popularity of new media has brought good development opportunities to the ideological propaganda work of democratic parties. The extensiveness of new media communication makes the information dissemination wider and larger, greatly improving the coverage of the party's ideological propaganda and expanding the broad space for propaganda and ideological work; The immediacy of new media communication can enable party member to receive party affairs information in time and improve the efficiency of propaganda and ideological work; The diversity of new media forms has transformed monotonous teaching and preaching into lively exchange of ideas, further enhancing the artistic appeal of propaganda and ideological work; The interaction of new media has transformed the top-down one-way indoctrination into two-way and multi-directional direct communication and interaction, effectively improving the pertinence and effectiveness of propaganda and ideological work. E-mail, QQ group, WeChat group and other new media are convenient to use, efficient and fast, flexible and free to communicate, which improves the enthusiasm of members to participate.
(2) The challenges brought by new media to the ideological work of democratic parties. Due to the profound changes in the mode of communication, people can freely express and exchange ideas, breaking the traditional top-down communication pattern, greatly weakening the propaganda functions of documents, newspapers, publishing, radio, film and television to control and establish public opinion orientation, and increasing the difficulty of ideological work. At the same time, party member, a young man in the democratic parties, has developed rapidly in recent years, and quite a few of them are intellectuals with high academic qualifications and professional titles. They are quick to accept new things, quick in thinking, familiar with and good at applying various new media. This makes their thoughts more personalized, diversified and complicated, and vulnerable to the impact of various western ideas, especially the western democratic political concepts such as multi-party system, parliamentary system and separation of powers. Therefore, under the condition of new media, how to adhere to the socialist core value system and the leading position of Marxism in the ideological field, effectively guide public opinion and unite social consensus has become a new topic for ideological propaganda work of democratic parties.
Third, the current situation and existing problems of political parties using new media to carry out propaganda and ideological work.
At present, the democratic parties have realized the profound influence and great role of the new media represented by the Internet. All democratic parties from the central government to all provinces and cities have established their own portals to actively publicize the United front theory and the experience and achievements of various party work. For example, the central website of the Jiu San Society, combined with major commemorative activities, focused on planning interviews and publicity of central leading comrades on Xinhuanet, People's Daily and CCTV, and made in-depth reports on the main achievements of participating in politics and social services, and achieved good results.
In recent years, from the provincial party committee to the grass-roots organizations, most of Yunnan Province have consciously applied new media to promote the development of various work. 1. Yunnan Provincial Committee of Jiu San Society: use the website to publicize and introduce China's political party system, party-related policies, theories, party news and activity information, so that more people can understand China's party work and party system; Use qq group and WeChat group to publicize social conditions, public opinion and information work, and contact, publish and collect the information of members in time to solve doubts and doubts. Second, organize all kinds of essay-writing activities at all levels of the club and open a column of "93 people". Some CPPCC members and deputies to the National People's Congress also interacted with netizens online through Weibo and online forums to solicit public opinions and suggestions. Third, through SMS, QQ group, WeChat group, email, etc. , document delivery, meeting notification, sending and receiving social conditions and public opinions, proposals and suggestions, and information release can all be notified to every member in the first time, which effectively improves work efficiency and greatly saves work costs.
In the new media community, the website is the core platform. The website of Yunnan Provincial Committee of Jiu San Society was officially opened on June 1 2004. Since its opening, it has become a very important propaganda position of the provincial party Committee and an important channel for communication with its members. However, with the continuous updating of network technology and the continuous improvement of party affairs' requirements for propaganda work, the problems of outdated web page setting, unscientific column setting, inconvenient reading, monotonous content, narrow vision and low click-through rate have become more and more prominent, which cannot meet the needs of work. 20 13 draws lessons from the website construction experience of the Central Committee of the Communist Party of China and other brother provinces, and after many times of extensive solicitation of opinions and nearly one year's efforts, the website has been comprehensively upgraded and revised from format to content. After the revision, the website firmly grasps the elements of Yunnan (Peacock) and Jiu San (Social Emblem), integrates the local characteristics of Yunnan with the political characteristics of participating parties, and highlights the solemn, atmospheric and authoritative features of party websites by using the simple and elegant brown tone and simple and standardized page structure, making visitors feel authoritative and pleasing to the eye. Browsing and consulting are more convenient and fast; The content setting is richer, the service is more yuan, and the attraction is stronger; It enhances the interaction between the website and members, provides a platform for members to exchange information, and makes the website truly become an important channel for members to master important information inside and outside the society, understand the Jiu San Society, exchange ideas and experiences, show the elegance of Jiu San people and enrich their cultural life.
The new webpage was officially launched on 20131013. Since its operation, it has been widely praised by the majority of members, and the click-through rate has increased significantly. According to preliminary statistics, nearly a thousand articles, pictures and videos are published through the website every year, which plays a very important role in strengthening the party's propaganda and enhancing the party's image.
But from the actual situation, at present, there are still many problems in the operation of new media. Main problems:
(A) the concept is lagging behind, the ideological understanding is not in place, and the importance of using emerging media to strengthen the party's propaganda and ideological work is not well understood. Many comrades, especially the leading cadres of government agencies, have a misunderstanding about the new media, thinking that it is fashionable, used by young people and an entertainment tool; Many people are satisfied with the traditional mode of study and work, and think that reading documents, meetings and newspapers are the main channels for obtaining and transmitting information; I don't know enough about the "double-edged sword" of emerging media. I only see a lot of negative and even harmful information under the new media, which is difficult to effectively control and review and poses a challenge to the ideological propaganda work. Therefore, I stay away from the new media and don't realize that it provides opportunities for innovation and development and brand-new material and technical conditions for strengthening the ideological propaganda work of democratic parties. Almost all the WeChat groups and QQ groups that are now open for use are spontaneously established by members, with few official operations, lack of authority and many shortcomings in management.
(2) Lack of managerial talents and manpower. In terms of talent team construction, democratic parties generally lack teams who are familiar with the working rules of democratic parties, proficient in computers and good at emerging media applications. The website is based on computers, but there are no computer network professionals in the office at present, so it is difficult to maintain computers and networks on a daily basis, let alone explore other functions of new media. At the same time, the content of the website is huge and complex, such as 1993 provincial party Committee website. At present, there are no comrades in charge of editing and updating the website manuscripts, and they are also responsible for other work of the Propaganda Department. Without enough time and energy to make a website, it is inevitable that the website update will not be timely and the content will lag behind. In addition, the network propaganda work requires propagandists to have a high awareness of network propaganda and political grasp ability, and a high level of modern information propaganda technology. All these have brought severe challenges to the ideological propaganda work of democratic parties.
(3) Lack of funds, backward equipment and difficulty in keeping up with hardware facilities. Due to funds and other reasons, many democratic parties generally lack hardware investment, and some parties have backward computer equipment, which restricts the use of new media; In terms of software investment, only a few political parties have opened automated office systems and realized paperless office; Due to the problem of funds, most party newspapers only have one website, and they are unilateral propaganda, without a weighty interactive platform. Computer equipment is also very old, and the basic work is difficult to complete, so it is impossible to complete more professional work in network construction. Grass-roots organizations do not have the manpower and financial resources to build websites, and the information system is still at a low level of simply sending manuscripts and information to superiors.
(D) There are problems such as coordination and cooperation between departments. Due to the division of labor between departments, many people think that the work of the website is a matter of the propaganda department and has nothing to do with other departments. Although we have introduced relevant management measures, due to the lack of effective constraints and management mechanisms, related work still cannot be effectively carried out.
(5) The form of using new media is relatively simple and the content is not rich enough. First of all, the democratic parties mainly use their own portals, while other new media forms, such as blogs, Weibo, online periodicals, digital broadcasting, mobile TV, mobile newspaper and outdoor digital TV, are rarely used, and some have never been involved, which makes the information dissemination of the democratic parties not extensive and in-depth. Secondly, as far as the party's portal website is concerned, its content lacks depth and breadth, mainly news reports and party manuscripts, with high similarity and slow information update, which is often not updated for ten days and a half months. Thirdly, it is insufficient to use multimedia to communicate and interact with members and play the role of ideological guidance. The websites of most political parties do not set up interactive communication sections, provide visitors with opportunities to express their opinions, and actively guide public opinion on social hot issues and major ideological and theoretical viewpoints.
(6) The content of propaganda and ideological construction is difficult to control. The freedom of the internet has broken through the effective monitoring scope of the party and the government, making all kinds of information of different countries, nationalities and races intertwined, which has an impact on people's values and outlook on life. Faced with complicated information, some members are not good at analyzing and swallowing dates, and use the political opinions and values of capitalist countries to guide their life practice, which has become an unstable factor in the politics of socialist countries.
The new media has changed the way of information dissemination and the formation mechanism of public opinion, changed the internal and external environment of ideological propaganda work, greatly weakened the role of traditional news media such as newspaper publishing, radio, film and television in controlling and establishing public opinion guidance and preaching, and increased the difficulty of ideological propaganda work.
Four, the use of new media to strengthen the ideological construction of the party's opinions and suggestions
New media is the image window of various ideological trends in the real society, which opens a door for mastering public opinion.
Facing the development opportunities and severe challenges brought by new media to the propaganda and ideological work of democratic parties, we can only actively understand, use and control new media, break through the shackles of traditional concepts, highly strengthen the concept and consciousness of propaganda and ideological work in the new media era, and firmly grasp the initiative of propaganda and ideological work. [2]
At present, the key lies in that the leaders in charge should jump out of the traditional working mode and thinking concept, identify the contact point between party affairs and new media, actively accept and make full use of new media, further improve the propaganda efficiency of different forms of media, and promote the scientific development of party affairs, so as to effectively improve the party's ideological construction, participate in and discuss state affairs and democratic supervision, and continuously expand the social influence of democratic parties.
(1) change the concept, deeply understand the important role of new media in strengthening propaganda and ideological work, and realize the change from "traditional methods are enough" to "new media must be used" as soon as possible. Using new media to promote party work is not only the need of the development of the situation, but also the pressure of the situation and environment; It is not only the need of training cadres, but also the need of work innovation; It is not only the need for the party to perform its functions, but also the new ability requirements put forward by the central government. We should fully understand the position and role of new media in the Party's work from a strategic perspective, give full play to its propaganda, guidance, education, dissemination and cohesion, broaden and deepen the breadth and depth of the Party's propaganda work, become familiar with, consciously learn and be good at using new media as soon as possible to do the Party's work well, and comprehensively improve the ability to use new media. Leading cadres must change their "arrogance and prejudice" towards the new media, establish the idea that it is imperative to strengthen propaganda and ideological work under the new media, conform to the new situation, actively adopt new working methods and contents, and make the ideological propaganda and construction of democratic parties meet the needs of party member and the times. Firmly use new media to do a good job in propaganda and ideological work, correctly grasp the double-edged nature of new media, foster strengths and avoid weaknesses, and seek advantages and avoid disadvantages. Promote the propaganda and ideological work of democratic parties in the new period with the spirit of reform and innovation, and give full play to the role of participating parties.
We must realize that the use of new media is not only to change the traditional way of working, but also an inevitable requirement for mastering the leading power of public opinion and competing for the right to speak on the Internet. It is necessary to strengthen the awareness of network positions, give full play to the positive role of socialist core values, lead the construction of network culture of participating parties, and lead all party member and China to "work together with one heart and one mind". At the same time, do a good job in website construction in all directions, including: in form, pay attention to the design of website pages and the organization of website content; Functionally, strengthen the functions of publicity, service and interaction; In terms of content, do a good job in website columns and topics, and enrich the information of United front.
The website of democratic parties is a United front professional website, and its core and soul are sufficient United front content. However, the objects of the websites of democratic parties have relatively fixed identity attributes and common values, and have relatively consistent information needs. Therefore, according to their own characteristics and advantages, combined with the actual situation of local economy, society and self-development, all democratic parties should not only provide common contents such as United front theory and policies, but also enrich the work content that embodies the characteristics of all parties, including work dynamic information, party introduction, propaganda of outstanding United front figures, excellent proposals, suggestions, social conditions and public opinion information, and introduction of various work experiences of democratic parties.
(2) Strengthen the management of new media, establish and improve the management system of new media application of democratic parties, and grasp the initiative of party public opinion. Strengthening the management and leadership of new media and using new media scientifically are the basic prerequisites to play its public opinion-oriented role. The liberalization, popularization and extensiveness of new media public opinion have become important features of new media; Opinions are highly dispersed and difficult to unify, which has become a major challenge for the scientific use of new media. This requires us to manage new media through the platform of party authority. The management mentioned here is not to restrict and control public opinion, but to strengthen the guidance and coordination of public opinion, use new media to widely spread mainstream ideas and shape mainstream public opinion in the party's propaganda work. At the same time, we should make use of the high interactivity of new media to guide party member to discuss in reasonable and legal fields, expand consensus, and make the new media become the leader of mainstream public opinion within the Party, the listener of popular thoughts, and the supervisor of a just society.
(3) Increase the investment in software and hardware of new media, improve the operating environment of new media, build an authoritative communication platform, and ensure the effective dissemination of positive information. New media is in the front line of ideological confrontation and public opinion struggle. It is urgent for us to establish and improve a team of propaganda talents with high ideological quality, strong theoretical foundation and high professional level to meet the new challenges brought by the network age. This team is mainly composed of propagandists from Party organs, propagandists from grass-roots branches and party member who is keen to join political parties. First of all, this team must have a high degree of political discrimination and political sensitivity, unswervingly follow the road of socialist political development, always adhere to the leadership of China, and strive to practice socialist core values. Secondly, we should be proficient in modern information technology and have the ability to quickly acquire and flexibly handle all kinds of information.
We should vigorously strengthen the construction of propaganda cadres, establish and improve the central, provincial and municipal training systems in view of the shortage of new media talents in democratic parties, carry out special training on new media knowledge and application, strengthen the training on the ability of using new media to obtain information quickly and respond effectively, grasp the pulse of the times, and strengthen the training on public opinion guidance. Let our propaganda cadres act as "opinion leaders" at critical moments to guide public opinion. Secondly, strengthen the training of new media application for leading cadres of government agencies, so that they can understand the development trend of new media and master the basic methods of using new media.
"If you want to do a good job, you must sharpen your tools first." With a high-quality talent team, we must attach importance to the construction of hardware facilities. Especially under the condition of new media, we need to rely on various hardware facilities such as technical terminals to carry out our work. Therefore, it is necessary to increase investment in hardware such as party portal and mobile media, and provide financial support for equipment updating, technology upgrading, talent introduction and training.
(4) Strengthen the interaction between political parties and new media within political parties, and give full play to the advantages of clusters. Linkage and interoperability is an important feature and advantage that distinguishes new media from traditional media. It is suggested to build a new media platform that can communicate with each other and within the party, so as to form a good situation of mutual communication, resource sharing and mutual interaction, so as to make the propaganda of party affairs work wider, faster, larger and better.
(5) Enrich the content of new media, attract groups representing all ages and social classes, and expand the social influence of political parties. Under the current situation, the age composition of netizens in China is still dominated by young people, and these people are also people who often contact new media. It is not enough to rely solely on young people to develop new party media and guide public opinion. People of other ages must also participate and participate, so that they can represent the interests and voices of all ages and classes and expand the sense of belonging and identity of different social roles. This requires careful study, aiming at the target readers, constructing the contents that people of different ages and groups need, satisfying readers' information needs other than party affairs information, expanding the audience of new media, making new media gradually play the role of mainstream social media among members, doing a good job in public opinion guidance and ideological construction, and improving the party's social influence.
The key to strengthening the ideological propaganda construction of democratic parties by using new media is to establish and improve the information release and management mechanism of new media. First, improve the information release mechanism and establish a standardized and institutionalized new media information release system and working system; The second is to establish and improve the information security supervision mechanism, effectively strengthen the audit of website information, online video release and update, especially the management of forums and qq groups on their own websites, and put an end to the release of bad comments. Strengthen information security management, especially confidential information management, to ensure that confidential information is not uploaded to the Internet or spread abroad; The third is to establish a network public opinion monitoring mechanism, find out the major public opinions and negative information on the network in time, and feed them back to the local party committees and governments in time to help guide public opinion.
(6) Give full play to the legitimate supervisory role of new media, promote the work of all parties, and comprehensively create a good image of a democratic, scientific, enlightened and open political party. Fairness and justice are universal values and an important prerequisite for building a harmonious society, and democratic parties should play a vanguard and exemplary role in the harmonious society. It is necessary to give full play to the role of new media in social supervision and expose and report on abuse of public rights, inclination of interests, social contradictions and social contradictions. Through the extensive participation and interaction of new media, we can exercise the supervision right of party affairs, so as to urge the relevant individuals or organizations of the party to correct their mistakes and promote a clean, efficient and stable party affairs management order.
(seven) reform and innovation, and actively create a new front for the propaganda and ideological work of democratic parties.
1. Make deep use of online media and give full play to the propaganda position of its own portal website. First, strengthen the website content design. Build the website into a centralized place of United front theory, and publicize the concentric thought, China's political system and socialist political development road in depth; We will build a display window for the achievements of the democratic parties in performing their duties, publicize the experience and achievements of the democratic parties' self-construction and various work, and make the contents of ideological construction and propaganda work quickly spread to organizations at all levels and members of the democratic parties. Secondly, we should "make full use of our strength", establish good cooperative relations with websites with great social influence and those of higher authorities, and actively publicize the important activities, highlights, achievements and typical deeds of Party representatives to the websites of CPPCC, United Front and Party organizations at all levels, and to major news websites and well-known social networking websites, so as to form online publicity in the form of establishing special editions, opening forums, accepting dialogues from netizens and establishing links with their own websites.
2, explore a variety of new media channels, and create a more novel and effective new form of propaganda and ideological work of democratic parties. The ideological propaganda work of democratic parties can provide targeted public opinion guidance for emergencies and release information on major events through various forms such as mobile phone multimedia messages, short messages, mobile phone videos and mobile phone newspapers, deepen contacts and exchanges with ordinary members, and occupy a pocket propaganda position. Encourage experts and scholars from democratic parties, social celebrities, NPC deputies and CPPCC members to set up personal blogs and Weibo, which can not only communicate directly with netizens, listen to public opinions and improve their performance, but also influence, drive and unite a group of members to enhance ideological consensus in interactive communication. In addition, through the establishment of special online chat systems such as website forums and qq groups, party member's doubts and concerns can be answered in time, and the problems in practice can be set as interactive topics in time, so as to guide members of democratic parties to objectively and dialectically look at the achievements and existing problems in China's reform and development, encourage them to truly reflect their ideological confusion and interest requirements, and give full play to the due effect of online ideological and political work; You can also set up real-time interactive columns such as "Call for Proposals", "Criticism and Suggestions" and "Current Affairs Forum" in forums and qq groups to attract grassroots party member to participate in and discuss state affairs, arouse the enthusiasm of more ordinary party member to participate in and discuss state affairs, and enhance the cohesion of Democratic Party organizations.
3. Use diversified forms of expression to make propaganda and ideological work closer to reality, life and members. First of all, the network propaganda of democratic parties should not only have high-quality resources and rich connotations, but also pay attention to the form of propaganda. When we use Weibo, WeChat, forums and other new media. We should put a low profile, relax our stiff faces and communicate with netizens in lively online language, so as to be more familiar and loved by netizens and communicate our thoughts and feelings more easily. Secondly, the use of video, animation, pictures and other multimedia forms to vividly publicize the line, principles and policies to enhance the attraction and appeal of publicity.
The network era requires that ideological propaganda work should not be just blunt and empty preaching. First of all, we should be close to reality, life and the masses, reflecting the characteristics and spirit of the times. It is necessary to combine the actual work in party member, go deep into the masses in party member, carry out targeted propaganda work, and tell what party member wants to say and hear, so that the ideological propaganda work is approachable, credible and deeply rooted in the hearts of the people. Secondly, it is necessary to intensify publicity and planning, expand the content of the report and reflect the depth of publicity. It is necessary to make good use of major events, festivals and events at home and abroad to hold situation reports, theoretical seminars, various learning and training courses, theme education activities, special essay writing, knowledge contests, achievement exhibitions, cultural performances, etc. , but also to post these offline activities on the Internet in time, so that ideological propaganda work can spread quickly to party organizations at all levels. Spread to all localities and departments in party member to keep the information flowing. At the same time, make full use of the network positions of CPPCC, the United front and the party's superior organizations at all levels, and focus on publicizing the party's major activities, work highlights, performance achievements and advanced figures, etc., to form a joint force of network propaganda and obtain support and help from all sides. Actively strengthen contacts and exchanges with major news media and websites, strive for more network resources, and actively introduce the work of political parties in participating in and discussing state affairs, democratic supervision, social services, etc. to the news media, which is conducive to the extensive attention and reporting of the motions, proposals and speeches of the two sessions, giving voice to the party and showing its style. In addition, we should actively use modern technology to realize the synchronous transmission of words, sounds, pictures, images and other signals, enhance the radiation, attraction and appeal of propaganda work, improve the efficiency of public opinion guidance, and make the ideological propaganda work of democratic parties achieve the effect of "moistening things and being silent".