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传播学“培养理论”助力高校网络思政

Communication “Training Theory” Helps Colleges and Universities Network Ideological and Political

China News Review / 2020,1(1): 74-85 / 2020-10-26 819 895

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• Authors: 张静*      张靓      刘斌     
• Information:

  中南财经政法大学，武汉

• Keywords: Training theory; Network ideology 培养理论；网络思政
• Abstract: The American communication scholar Gerberner and others put forward the “cultivation theory”, which believes that the media disseminates certain consciousness and concepts, so that the audience is drawn by the “symbolic reality” and external environmental factors, and the “imaginary reality” is generated in thought, which is often better than the real “Objective reality”, a good wish arises. The media has a powerful effect on the formation of the audience’s worldview. “Symbolic reality” subtly influences people’s outlook on life and values. “Cultivation Theory” discusses the effects of social ideology and social value system on the formation of “symbolic reality” for audiences. College network ideology and “training theory” fit together. Colleges and universities need to use “cultivation theory” to build open websites with barrage functions, teachers upload micro-class resources, college students interact and communicate, and use core mainstream social ethics and ideological and political concepts “symbolic reality”. The “objective reality” activities that contemporary college students exert influence to enhance their ability to perceive and understand society. The theme of college network ideological and political discourse has changed from rigid “standard” to attractive “flexible”. Network ideological and political discourse in colleges and universities changes from interactive “collision” to interactive “clash”, enhancing discourse recognition. The Internet celebrity ideological and political course strives to create a “net celebrity” in colleges and universities, timely “training” the teacher and student idol “net celebrity” exclusive to university campuses, and “cultivating” the mainstream values of “symbolic reality” of college students. 美国传播学者格伯纳等人提出“培养理论”，认为传媒传播某种意识与观念，使受众受到“象征性现实”外部环境因素牵引，思想上产生“臆想现实”，往往优于真实的“客观现实”，生发良好愿望。传媒对受众世界观形成产生强大的作用。“象征性现实”潜移默化人们的人生观价值观。“培养理论”研讨社会意识形态与社会价值体系对受众“象征性现实”形成的效果。高校网络思政与“培养理论”契合。高校网络思政需要运用“培养理论”，建设带有弹幕功能的开放式网站，老师上传微课资源，大学生互动交流，用核心主流的社会道德规范与思政观念“象征性现实”，对当代大学生施加影响的“客观现实”活动，提升感知认识社会的能力。高校网络思政话语主题从刻板的“规范”到富有吸引力的“灵活”转变。高校网络思政话语从互动“碰撞”到互动“交锋”，增进话语认同。网红思政课着力打造高校“网红”，适时“培养”大学校园专属的师生言行偶像“网红”，“培养”大学生“象征性现实”的主流价值观。
• DOI: https://doi.org/10.35534/cnr.0101008
• Cite: 张静，张靓，刘斌．传播学“培养理论”助力高校网络思政［J］．中国新闻评论，2020，1（1）：74-85．