新媒体视域下网络思想政治教育话语权困境与突围
The Dilemma and Breakthrough of Online Ideological and Political Education Discourse Right in New Media Perspective

思想政治教育话语权是意识形态权力的重要体现，加强对其的建设，既符合党对意识形态工作的要求，也是提高思政课教学效果的需要。随着新媒体技术的日益成熟，互联网为思想政治教育话语权注入了新鲜血液，催生了新的传播方式的出现，笔者从理论层面阐释了话语权对网络思想政治教育的价值所在，继而以问题意识为导向，深入剖析了当前网络思想政治话语权面临着权威弱化、吸引力不足、管理滞后的困境。研究认为，要有效破解难题，核心在于把握话语方向，供给话语内容，提升网络思想政治教育话语认同；重点在于深化融合转型，转变话语内容，提高网络思想政治教育话语魅力；关键在于构建话语平台，优化话语机制，加强网络思想政治教育话语管理，以确保新媒体形势下提升网络思想政治教育话语权目标的顺利实现。
Ideological and political education discourse right is an important manifestation of ideological power, and strengthening its construction is not only in line with the Party’s requirements for ideological work, but also a need to improve the teaching effect of ideology classes. With the in-creasing maturity of new media technology, the Internet has injected fresh blood into ideological and political education discourse right, giving rise to the emergence of new modes of communication. The author explains the value of discourse right to online ideological and political education from a theoretical level, and then takes problem awareness as the guide to analyse in depth the dilemma that the current online ideological and political discourse right is faced with weakened authority, insufficient attractiveness and lagging management. The study argues that in order to effectively crack the problem, the core lies in grasping the direction of discourse, supplying discourse content and enhancing the discourse identity of online ideological and political education; the focus lies in deepening the integration and transformation, transforming discourse content and improving the charm of online ideological and political education discourse; the key is to build a discourse platform, optimize the discourse mechanism and strengthen the management of online ideological and political education discourse right, so as to ensure the smooth realization of the goal of enhancing online ideological and political education discourse in the new media situation.