Definition and characteristics of new media
The so-called emerging media, compared with the four traditional media, such as newspapers, outdoor, radio and television, is vividly called "the fifth media", which is a media form developed on the basis of digital technology in recent years, such as QQ group, WeChat group and WeChat WeChat official account.
The emergence of new media has promoted the revolutionary development of traditional media and changed media technology, media industry and media participants. As far as media communication and media participants are concerned, new media meets people's needs of interactive expression, spiritual entertainment and access to information anytime and anywhere, that is, new media is instantaneous in time, interactive in communication and extensive in content.
instantaneity
New media technology has broken the time limit of traditional media. The characteristics of "instant messaging" enable users of new media to receive information anytime and anywhere, and can also process and publish new information at any time, thus realizing 24-hour online. In particular, mobile phones, a new media, are easy to carry and can spread information at zero distance at any time, especially when combined with online media, which can instantly transmit information to recipients in various regions. Even in a river or reservoir thousands of miles away, hydrologists can receive information at the moment when the publisher clicks. As a new carrier of ideological and political work, the powerful timeliness of new media enhances the effectiveness of ideological and political work.
(2) Interaction
In information dissemination, anyone can participate in it, that is, anyone can become a speaker, which realizes the diversified interactive exchange of information between the communicator and the receiver, and between the receiver and the receiver. After the disseminator publishes information on the Internet, the receiver can modify and discuss the information according to his own thoughts and hobbies, and the disseminator can receive feedback information in time and forward it to others, thus realizing the two-way and multi-directional interaction of information. For the new carrier of ideological and political work, we can know the expression of information recipients in time.
(3) universality
In the new media era, the information content is rich, and the news background, related topic reports, expert comments, netizens' opinions, and even pictures and audio-visual information can not be given by traditional media. Therefore, from the reliability of network information value, it is both an opportunity and a challenge to use new media to carry out ideological and political work.
Second, the application status of new media
Highway workers are a special group, most of them are in the front line of maintenance, overload control and engineering construction, and their working and living environment is difficult. Strengthening ideological and political work, cultivating the sense of mission and ownership of highway system workers and creating a harmonious development atmosphere are one of the important factors to ensure the sustainable development of highway undertakings. Therefore, under the new situation, it is increasingly important to seriously study the application of new media in ideological and political work, constantly expand new ways and methods of ideological and political work, unify thoughts and gather strength in a way that employees like, and provide all-round political guarantee for the development of highway cause.
(A) the application of online media
The network is rich in content and updated rapidly. China Highway Network and Jiangsu Civilized Units Online have become the windows for highway workers to view the system and the dynamics of brother units. At the same time, China Highway Network and Civilized Units Online are the publishing bases of their own information, and also become the garden for their own work experience exchange. In particular, the column of ideological and political work on the online website of civilized units focuses on the requirements and deployment of leaders at all levels, and theoretical articles and research reports on ideological and political work can be viewed at any time.
(b) Intranet e-mail and QQ group applications.
Employees can feedback their thoughts and suggestions through e-mail on the highway intranet, and ideological and political workers can upload work documents and announce work trends in time through QQ group, or openly discuss a topic, forming an instant and good interactive situation. If problems are found, they can also be solved immediately.
(C) the application of mobile phones
As an indispensable communication tool, mobile phone has also become an important carrier of ideological and political work. Internet tools such as WeChat and QQ downloaded from mobile phones can directly transmit the working pictures on site, solve problems in time, make communication between employees more convenient, shorten the distance and improve work efficiency.
Three, the application of new media to carry out ideological and political work faced with new situations and new problems
(A) the use of new media to carry out ideological and political work is not positive enough.
With the development of science and technology, the forms of new media are constantly increasing and extending. Ideological and political workers are either resistant to these changes, or lack of understanding of application methods and initiative in development, which leads to the low utilization rate of this publicity and education position, the lack of attractiveness of the content, and the failure to achieve the expected results for employees. From the employee's point of view, there are many elements of convenience and interest, which are far more used for socializing than for work and study. * * * The functions of enjoying knowledge, feedback information and self-education are far from being brought into play.
(2) The new media is complex and difficult to grasp.
The content of new media is extensive, with rich links to relevant information, news background, related topic reports, expert comments, netizens' opinions and other information. Due to poor controllability, the information on the Internet is mixed, and there are many negative, decadent and even lies, rumors and irrational remarks and opinions. The interactivity and convenience of new media also make the public opinion environment more complicated. How to give full play to the positive guiding function of new media in complex public opinion and let cadres and workers establish a good attitude of self-esteem, self-confidence, rationality, peace and health is a severe test of our public opinion guiding ability. Fourth, make full use of new media to carry out ideological and political work.
(1) Increase investment in new media and strengthen the construction of ideological and political teams.
To use new media to carry out ideological and political work, we must increase investment in the application of new media technology. First, update the software in time to make the publicity content novel and effective and convenient for downloading applications; The second is to build a high-quality ideological and political work team for new media. Train ideological and political workers and volunteers such as network information workers and public opinion observers, pay close attention to the thoughts, worries and expectations of employees in time, unblock the channels to reflect the ideological trends of employees, and do a good job in ideological and political work for highway employees in a targeted manner.
(2) Enrich the content and form of ideological and political work on the online websites of civilized units, and build an interactive communication platform.
Strengthen the construction of ideological and political work platform of civilized units' online websites, and further explore new spaces and channels for ideological and political work. Give full play to the sharing, communication and guidance functions of the Internet. Using new technology, ideological and political workers and workers can express their opinions and debate on key and hot issues, so as to distinguish right from wrong and raise awareness. Through the smooth network information feedback and public opinion reflection channels, we can "listen to employees' voices and answer questions for the majority of employees", and we can understand employees' thoughts and practical problems more thoroughly and comprehensively, and solve problems for employees in time.
(3) Pay attention to the propaganda functions of Weibo, WeChat and QQ.
Weibo, WeChat, Blog, etc. It was originally a very private space. However, due to the wide audience of new media, the communication function of these new media can not be underestimated. Through the opening of "official Weibo" and "personal Weibo of leading members", we should effectively broaden the publicity channels, actively and timely release the major trends of our unit, bask in the information of expressways, reply to messages from workers and masses, and exchange experiences, and strive to build Weibo into a special place for units, leaders, workers and netizens to discuss work, exchange ideas and resolve public opinion disputes, discover, dredge and resolve all kinds of network "blocking points" in time, and firmly grasp them.
In a word, new media is a double-edged sword for ideological and political work, which not only brings challenges, but also opens up new ways and fields. What we need to do is to make effective use of these emerging things, take them as carriers, work around the highway center, carry out theoretical armed work, guide public opinion, resolve contradictions, enhance unity, unify thoughts, unite people's hearts, and provide ideological guarantee, spiritual motivation, public opinion support and cultural conditions for highway reform, development and stability.