The Theoretical Paradigm and Practical Path of New Quality Communication Power
From the perspective of the Marxist communication view,the proposal of new quality pro-ductivity calls on the media industry to upgrade its traditional communication power and form a new quality communication power.The traditional communication power is based on the functionalist paradigm,which is confined to the maintenance and improvement of the communication effect,and the new qualitative prop-agation should be expanded from the practice paradigm.The new quality communication power is the or-ganization,anchoring,and embedding of political practices,economic practices,and cultural practices by media various practices.It is the practical ability of media organizations to take the media technology inno-vation as the leading factor,and the correction and expansion of traditional communication power.The new quality communication power gets rid of the mindset that the media industry is dominated by traditional media,embodies the high-quality development requirements of the new quality productivity,and highlights the connotation and theoretical quality of the new quality productivity.The development of new quality communication power needs to expand the scope of practice of media organizations,and transform from the disseminator of content and the connection between content and users to the platform integrator and service integrator,and then generate a driving force for the formation of new quality productivity.
Marxist communication viewnew quality productivitynew quality communication powerpractical paradigm
万方数据
维普
