Abstract

Mass media serve as the main carrier and place for the operation of ideology and its major function is ideology construction. The birth and application ofevery media technology can extend the space for information spreading and improve people's capability. They can also change people's living style, thinking habit and values, inevitably leading to the evolution of ideology construction.

Media event is a vivid reflection of intensified social conflict, and public opinion is an express of public towards interest demand and rights awareness. New media event is being dig and its added value of information is increasing. The independence, selectivity, variation and difference of people's thought are becoming more and more obvious. All kinds of social ideological trend have the platform for spreading. The official public opinions and popular public opinions are opposite and network ideology is coexists with real ideology. All those factorsimperceptibly make and intensify the dilemma of ideology construction, threaten ideology security and test national governance capacity.

“Circusee changes China. ”When the final result of new media events authorizes the public more power of individual action by convincing them that“I am the actor picturing my own history”, new media would become an essential tool for political participation and social management, and cyber group would become an important force in national social and political affairs.

However, as the direct executors and main responsible organs of ideology construction, the Party and government still have not yet completely solved“Capability Panic”of employing new media. Currently, from the central government to the local ones, they have a deeper and deeper understanding of new media and gradually make use of it widely. But publicity management system and mechanism built on traditional media can' t keep the free information dissemination of new media into control, and also follow the rule of publicity control over traditional mainstream media. As a result, information is not open to the public timely, so that rumors in new media are widely spread. Due to administration control over publicity, traditional mainstream media have no say in public events. It not only compromises the credibility of media and government, but also brings about“one to in to n”in new media events, triggering conformist mentality and different voice about ideology.

Ideology security concerns the future of the party, lasting stability of the state and the cohesion of the people. We would“step up modernization of national governance system and capability”, and promote the integrative development of traditional media and new media”. The Third Plenary Session of the 18thCentral Committee of the Communist makes the integration between modernization of national governance and media a national strategy, which is of far－reaching significance.

As human society enters into an age of information civilization from industrialized age, network society is closely associated with each of us. New media relying on information technology is the gene of network society, is the strategic commanding height of advancing national modernization, and is also the accelerator of improving democracy. There is no doubt that China, in the stage of social transformation, is at the turning point in terms of ideology construction. Following the idea, this paper explores the academic significance and real value of ideology construction in the context of new media, based on the global, national and intra－Party conditions.

Specifically, the paper is divided into 6 chapters to study the theoretical and practical issues of new media and ideology construction.

The first chapter is an introduction. It includes the background and significance of this topic, the problem concerned and difficulties, related research history and status at home and abroad.

The second chapter elaborates the theoretical basis of new media and ideology construction. Based on identity theory, this chapter illustrates that identity is the theoretical basis of media and ideology construction, by means of expounding the relationship between media and identity, and that between ideology and identity.

The next chapter analyzes the relation between media and ideology. Relevant theories, concerning implementationof media, ideological attribute of media, media events and media power in ideology construction are summarized, and the modes of media and ideology construction in both Eastern and Western countries are investigated. By virtue of these, it is inevitable to be fully aware of the evolution of ideology construction in new media, owing to the role of law.

The fourth one explores the correlation between new media and ideology construction. New media events serve as analytical samples, and their information source, agenda setting and extended function are studied. In so doing, the paper does research on the role and standing of new media in ideology construction, and explores the influence of new media on traditional media concerning revolution ofcommunication functionand that on ideology construction.

The fifth chapter examines the difficulties of ideology construction in new media. It is possible to clarify the achievements and troubles of ideology construction, analyze the reason of its accomplishment, and find out the cause of difficulty and obstacle to it.

The final part rethinks ideology construction with a new mediamindset. Considering the macro back ground of ideology security and national governance modernization, and starting with microcosmic perspective, it would put forward feasible proposals for Chinese ideology construction.

It must be emphatically pointed out that ideology construction in the context ofnew media is the one with common interest among all social quarters in nature, reflecting the process of Chinese democracy. “The unknown of network is far more than what people have known. ”New media not only helps citizens execute their individual rights more securely and effectively, but also enlarges room for communication of mainstream ideology, which is the greatest significance and value of new media to human society. It is undoubtedly a strong booster in building a harmonious society.

Keywords: new media, new media event, ideology, modernization of national governance