Logic, Dilemma and Strategy of New Media in Spreading Social Morality

The spreading of social morality by new media is an important choice to respond to technological changes in the new era and to carry forward and practice the core socialist values. The new technologies, new ideas and new expressions of new media have promoted the innovation and upgrading of the spreading of social morality in many ways. Faced with the real dilemmas in spreading social morality by new media, such as the differentiation in the quality of subjects, “excessive entertainment” of content, and the changeable and complicated environment, it is necessary to shape the communication subjects with new-thinking, strong political convictions, and high-quality, and produce communication content with speed, depth and warmth. In addition, it is essential to construct daily, accurate, and all-round communication mode, and create the communication environment protected by persons, equipment and technology. All these measures can effectively enhance the communication power of social morality in the new media era.