The Realistic Mirror and Optimization Path of Ideological and Political Short Video Communication

Short videos have reconfigured the forms of information dissemination and the modes of relationship construction, providing a new platform and tool for ideological and political education in higher education institutions. Ideological and political short videos have emerged precisely against this backdrop, achieving a deep coupling of communication logic and educational logic. They have gradually become an important measure and field for the innovative development of ideological and political work in higher education institutions, as well as an important carrier and tool for enhancing the targetedness and effectiveness of ideological and political theory course teaching in higher education institutions. Currently, the communication efficacy of ideological and political short videos faces multiple dilemmas and challenges, such as weak content production and operational teams, and deviations in algorithmic mechanisms. The "Education Powerhouse Construction Plan Outline (2024–2035)" [1]1 The "Education Powerhouse Construction Plan Outline (2024–2035)" is a strategic document issued by the Central Committee of the Communist Party of China and the State Council in January 2025, outlining goals for building China into a leading nation in education by 2035. issued by the Central Committee of the Communist Party of China and the State Council explicitly states, "Promote the deep integration of ideological and political work with information technology, and strive to create distinctive brands for online ideological and political education." Next, how to achieve the integration of ideological and political work with information technology and build online ideological and political education brands is an important issue that urgently needs to be addressed, and improving the quality and effectiveness of ideological and political short videos is the best point of convergence for creating ideological and political education brands.

短视频重构了信息传播的形式和关系建构的模式，为高校思政教育提供了崭新的平台和工具。思政短视频正是在这样的背景下应运而生，实现了传播逻辑和育人逻辑的深度耦合，逐渐成为高校思想政治工作创新发展的重要举措和场域，也成为提升高校思想政治理论课教学针对性和有效性的重要载体和重要工具。目前，思政短视频的传播效能面临内容生产和运营团队较弱、算法机制偏离等多方面的困境与挑战。中共中央、国务院印发的《教育强国建设规划纲要（2024—2035年）》明确提出，“推动思想政治工作和信息技术深度融合，着力打造网络思想政治教育特色品牌”。接下来，如何实现思政工作和信息技术的融合，打造网络思政教育品牌是亟待破解的重要课题，而提升思政短视频质效则是打造思想政治教育品牌的最佳契合点。

The Realistic Mirror of Ideological and Political Short Video Communication

思政短视频传播的现实镜像

Content of Template Replication and Paradigm Rigidity. Currently, many ideological and political short videos, through careful preparation, adopt personalized expression and scenario-based narration, successfully creating popular works favored by young people. However, some ideological and political videos adopt a "teacher on screen + PPT slideshow" model, lacking scenario-based and interactive elements; some ideological and political short video content fails to integrate with current hot topics of concern to young people, fails to respond to young people's own "confusions" and "anxieties," or responds belatedly, causing some ideological and political short videos to be "unengaging," thereby weakening their functional effectiveness.

模板复刻与范式固化的内容。目前，不少思政短视频通过精心准备，进行人格化表达和场景化叙事，成功打造出深受青年喜欢的爆款作品。但是部分思政视频采用“教师出镜+PPT轮播”模式，缺少场景化和互动性；部分思政短视频内容未能与青年关注的时事热点相结合，未能回应青年自身的“困惑”和“焦虑”，或者回应不及时，导致部分思政短视频“不走心”，削弱了其功能的发挥。

Relatively Weak Professionalism of Operational Teams. High-quality ideological and political short videos are often the result of active cooperation and joint efforts by teams. Currently, the main producers of ideological and political short videos include higher education institutions, mainstream media, teacher-student self-media, social organizations, and commercial institutions. Some producers follow a high-quality route, but the operational teams behind some producers lack professionalism. For example, some ideological and political short video projects in higher education institutions rely primarily on propaganda departments or student teams for part-time operation, resulting in uneven overall quality of works. Particular vigilance is needed against the large-scale production of customized ideological and political short videos of questionable quality generated using AI.

运营团队专业性相对薄弱。内容精良的思政短视频往往是团队积极配合、共同努力的结果。当前，思政短视频的生产主体主要有高校、主流媒体、师生自媒体、社会组织和商业机构。有些生产主体走精品路线，但也有部分生产主体背后的运营团队专业性不强。例如，有些高校的思政短视频项目主要依赖宣传部门或学生团队兼职运营，作品总体质量参差不齐，尤其需要警惕的是利用AI生成的质量堪忧的大批量定制思政短视频。

Value Deviation under Algorithmic Recommendation Mechanisms. Short video platforms optimize user click-through rates, viewing duration, and other indicators through algorithms to increase their own revenue, which inevitably sacrifices content quality and the social responsibilities they should bear. Due to their particularity, ideological and political short videos have the main goal of transmitting mainstream values and positive social energy. However, under the dominance of algorithmic mechanisms, ideological and political short videos often face two dilemmas: either high-quality content is overwhelmed by entertainment-oriented and vulgar information; or, in pursuit of traffic, they neglect the value guidance and social responsibilities that ideological and political short videos should have. Although the fragmented characteristics of ideological and political short videos can stimulate viewers' temporary interest and emotional resonance, they also easily keep viewers only at the level of surface interaction. Without follow-up discussions, practical activities, or continuous learning mechanisms, this emotional impact is difficult to transform into lasting cognitive and behavioral changes.

算法推荐机制下的价值偏离。短视频平台是通过算法优化用户的点击率、观看时长等指标来提高自身的收益，这样必然会牺牲内容的质量和其应承担的社会责任。思政短视频由于自身的特殊性，其主要目标是传递主流价值观和社会正能量。但在算法机制支配下，思政短视频常常面临两种困境，要么是优质内容被娱乐化、低俗化信息淹没；要么为了流量，忽视了思政短视频应有的价值引导和社会责任。思政短视频的碎片化特征虽然可以激发观众一时的兴趣和情感共鸣，但也容易使观众仅停留在表面互动层面上，如果没有后续的讨论、实践活动或持续学习机制进行跟踪，这种感动也难以转化为持久的认知和行为改变。

Optimization Paths for Ideological and Political Short Video Communication

思政短视频传播的优化路径

Combining High-Quality and Diversified Content Supply. For ideological and political short videos to achieve good communication effects, they must have a quality-oriented mindset, with content as king. First, theme planning should balance depth and breadth. Ideological and political education short videos not only need to capture viewers' attention in the first few seconds but also construct a complete narrative logic within a limited time, requiring a certain depth. Additionally, content should integrate current political hot topics, transforming the analysis and interpretation of current social hotspots into story-based and scenario-based short videos. Second, narration should align with audience preferences. "Micro-narratives" should be used to activate value resonance, integrating grand theories into individual micro-life trajectories, using real stories to interpret the feelings of family and country [2]2 "Feelings of family and country" (家国情怀) is a traditional Chinese concept emphasizing the emotional and moral bond between the individual, the family, and the nation, often invoked in patriotic education., and actively exploring value conflicts behind social hotspots, thereby transforming abstract theories into concrete scenarios. Third, content should shift from "knowledge transmission" to "meaning generation." Traditional preaching models should be avoided, interactivity and interest should be enhanced, and the transmission of core socialist values and campus culture should be clarified. More importantly, the focus should be on guiding student values and improving the effectiveness of ideological and political education.

内容供给精品化与多元化相结合。思政短视频如果要有好的传播效果必须要有精品意识，以内容为王。一是主题策划要兼顾深度与广度。思政教育短视频不仅需要在开头几秒吸引观众的眼球，还要在有限的时间内构建完整的叙事逻辑，要有一定的深度。另外，内容要结合时政热点，把当前社会热点等方面的解析和分析转化为故事化、场景化的短视频。二是叙事要契合观众的喜好。要采用“微观叙事”激活价值共鸣，将宏大理论融入个体微观生命历程，用真实故事诠释家国情怀，积极探讨社会热点背后的价值观冲突，从而将抽象的理论转化为具体的场景。三是实现内容从“知识传递”到“意义生成”的转变。要避免传统说教模式，增强互动性与趣味性，明确传播社会主义核心价值观、校园文化等，更为重要的是聚焦学生价值观引导与思想政治教育实效性提升。

Building Professional Operational Teams for Ideological and Political Short Videos. Ideological and political short videos balance educational attributes with communication laws. To achieve "breaking the circle" [3]3 "Breaking the circle" (破圈) is a Chinese internet term meaning to expand influence beyond one's original niche audience or community to a broader public. communication of ideological and political education, it is necessary to establish professional operational teams. First, improve incentive mechanisms and regulatory frameworks. The government and platforms should take measures such as financial support and traffic prioritization to incentivize the production of high-quality ideological and political short video content, regularly organize relevant staff to learn short video production techniques, and enhance content planning capabilities. Second, cultivate composite talents in "ideological and political education + communication." Establish an interdisciplinary talent cultivation mechanism to achieve deep integration and innovation of Marxist theory and communication studies, continuously refine training directions in talent cultivation models and curriculum system settings, and cultivate composite talents who are both proficient in Marxist theory and familiar with new media technologies. Third, establish a regular communication mechanism between ideological and political experts and new media teams. Use collaborative tools to synchronize content review and feedback, avoiding deviations in the value guidance of ideological and political education in short video content. In short, all operational entities of ideological and political short videos should gradually improve their operational systems based on their own resources.

打造思政短视频专业运营团队。思政短视频兼顾教育属性与传播规律，如果要实现思想政治教育的“破圈”传播，就必须建立起专业的运营团队。一是完善激励机制与监管框架。政府和平台应该采取措施如资金扶持、流量倾斜等来激励优质思政短视频内容的生产，定期组织相关工作人员学习短视频制作技巧，提升内容策划能力等。二是培养“思政+传播”复合型人才。建立跨学科人才培育机制，实现马克思主义理论和传播学的深层融合创新，在人才培养模式、课程体系设置上不断细化培养方向，培育出既精通马克思主义理论又熟悉新媒体技术的复合型人才。三是建立思政专家与新媒体团队的定期沟通机制。通过协作工具同步内容审核与反馈，避免短视频内容偏离思想政治教育的价值引导。总之，思政短视频运营主体都要结合自身资源逐步完善的运营体系。

Optimizing Short Video Platform Algorithmic Mechanisms. First, optimize algorithms. Short video platforms should actively assume corresponding social responsibilities, gradually shifting evaluation criteria from "traffic priority" to "value priority," establishing "ideological and political content recommendation zones," and actively adding parameters such as "ideological index" and "educational value weight" in algorithmic models. Second, deploy AI content review systems. Use visual recognition technology for ideological monitoring [4]4 "Ideological monitoring" (意识形态监测) refers to the use of technology to detect and flag content that deviates from officially sanctioned political and ideological norms., assume corresponding social responsibilities, and guide creators to ensure content quality while pursuing traffic, preventing tendencies toward vulgarization and entertainment. Third, establish a dynamic data feedback evaluation mechanism. Use data such as user profiles, viewing duration, and interactive comments to monitor communication effects in real time. It is recommended to create a set of "evaluation indicator systems" for quantitative analysis from multiple dimensions such as learning effects and attitude changes, and collect direct user feedback through methods such as questionnaires and symposiums, forming a complete closed loop of "production—communication—feedback—optimization," creating a good short video ecological environment for ideological and political education.

优化短视频平台算法机制。一是要进行算法优化。短视频平台主动承担相应的社会责任，将评价标准从“流量优先”逐渐转向“价值优先”，设立“思政内容推荐专区”，在算法模型中积极增加“思想性指数”“教育价值权重”等参数。二是部署AI内容审核系统。利用视觉识别技术进行意识形态监测，并承担起相应的社会责任，指导创作者在追求流量的同时保证内容质量，防止低俗化和娱乐化的倾向。三是建立数据反馈动态评估机制。利用用户画像、观看时长、互动评论等数据，实时监控传播效果。建议创建一套“评估指标体系”，从学习效果、态度转变等多个维度进行量化分析，并通过问卷调查、座谈会等形式收集用户的直接反馈，形成“制作—传播—反馈—优化”的完整闭环，为思政教育创造一个良好的短视频生态环境。

Building an Intelligent Ecological Communication System. Whether ideological and political short videos can achieve maximum communication effects depends on the existence of long-term institutional mechanisms. First, build a shared and open content ecosystem. Higher education institutions, media, and social organizations should cooperate to jointly create an ideological and political short video resource library. Second, build a matrix-based communication network. Conduct differentiated operations based on the unique attributes of each platform and establish linkage mechanisms. Through a full-media matrix, break through time and space limitations, further expanding the coverage of ideological and political education. Third, achieve layered communication that precisely matches user needs. For higher education students, "light-drama" short videos with educational significance can be produced based on campus cultural characteristics; for the broader public, current affairs interpretation and value orientation should be strengthened, ensuring that content aligns with public interests while possessing ideological depth, achieving the transformation and upgrading of ideological and political education from "one-way indoctrination" to "circle-layer resonance."

构建智能生态传播体系。思政短视频能否发挥最大传播效果要看有无长效体制机制。一是构建共享开放的内容生态。高校、媒体和社会组织应当携手合作，共同创建一个思政短视频资源库。二是构建矩阵化的传播网络。根据各平台的独特属性进行差异化运营并搭建联动机制。可以通过全媒体矩阵突破时空限制，进一步扩大思想政治教育的覆盖范围。三是实现精准匹配用户需求的分层传播。对于高校学生来说，可以根据校园文化特色制作具有教育意义的“轻剧情”短视频；而对于更广泛的社会公众，则应当加强时事解读和价值导向，确保内容既符合大众兴趣又具备思想深度，实现思想政治教育从“单向灌输”到“圈层共振”的转型升级。

Ideological and political short videos are both an inevitable choice for the innovation of ideological and political education in the digital age and a strategic necessity for mainstream ideology to compete for the online domain. Facing the opportunities and challenges brought by internet technological change, it is necessary to correctly handle the relationship between “technological instrumentality” and “value subjectivity”: one must both make good use of algorithms to increase viewership and guard against the erosion of the essence of ideological and political education by the logic of traffic; one must both embrace formal innovation and uphold the depth of thought in content. In the future, with the further development of technologies such as artificial intelligence and the metaverse, ideological and political short videos may explore more forward-looking forms, but it is essential to precisely grasp the systematic thinking of “content as the foundation, technology as empowerment, and mechanisms as safeguard,” in order to achieve “breaking out of the circle” [5]5 “Breaking out of the circle” (破圈) is a Chinese internet term meaning content or a phenomenon spreads beyond its original niche audience to reach a broader public. communication, enabling ideological and political education to truly enter the mind and heart, making ideological and political short videos a “mobile classroom” that the youth group can “watch, remember, and use,” and constructing a robust spiritual coordinate in cyberspace.

思政短视频既是数字化时代思想政治教育创新的必然选择，也是主流意识形态争夺网络阵地的战略需求。面对互联网技术变革带来的机遇与挑战，要正确处理“技术工具性”与“价值主体性”的关系：既要善用算法扩大浏览量，又要警惕流量逻辑对思想政治教育本质的消解；既要拥抱形式创新，又要坚守内容的思想深度。未来，随着人工智能、元宇宙等技术的进一步发展，思政短视频或可探索更具前瞻性的形态，但要精准把握“内容为本、技术赋能、机制护航”的系统思维，方能实现“破圈”传播，使思想政治教育真正入脑入心，让思政短视频真正成为青年群体“看得进、记得住、用得上”的“移动课堂”，在网络空间构筑起强健的精神坐标。

(This article is a phased result of the National Social Science Fund general project “Research on the Dilemmas and Improvement Strategies for the Targetedness and Effectiveness of Ideological and Political Courses in Private Colleges and Universities” (23VSZ050).)

（本文系国家社科基金一般项目“民办高校思政课教学针对性和有效性的困境与提升策略研究”（23VSZ050）阶段性成果）

(The author is an associate professor at the School of Marxism, Ningbo University of Finance and Economics.)

（作者系宁波财经学院马克思主义学院副教授）

Online editor: Tongxin

网络编辑：同心