Since the 18th National Congress of the Communist Party of China, the general secretary has attached great importance to cultural construction, and put forward a series of original new ideas, new views and new assertions on cultural construction in the new era, writing a new chapter in building a socialist cultural power. In October 2023, the National Conference on Propaganda, Ideological and Cultural Work officially put forward the idea of culture.
**Cultural thought is the latest, most comprehensive and most systematic guiding program for the mission and task of "raising the banner, gathering the hearts of the people, educating new people, revitalizing culture, and displaying the image" in the new era, which provides a fundamental follow and practical direction for the construction of university culture. At present, the majority of colleges and universities should start from the practical concept of cultural thought and promote the practical path of university culture development in the new era from the perspective of the party.
The concept of practice is an important theoretical category of Marxism. From the perspective of the objective materiality, direct reality, historicity and creativity of the concept of practice, the cultural thought has the essential characteristics of a typical concept of practice. First, the objective materiality of practice. **Cultural Thought** in the historical practice of China's excellent traditional culture, **in the cultural construction practice of the Communist Party of China, **in the field of propaganda, ideology and culture since the 18th National Congress of the Communist Party of China. It is not an idea put forward out of thin air, nor is it just an ideological theory, its **, means, process and final realization are directly acting on or being acted on the foundation, conditions and production of matter. Second, the direct reality of practice. ** The general secretary's series of important expositions on propagating, ideological, and cultural propaganda have provided three-dimensional and all-round guidance for practice. After these important expositions were elevated to cultural thought, they became more scientific and systematic, and became the guiding program for the current and future civilization and cultural practice and the declaration of the new cultural mission, and through practice, the concepts that influenced and drove the people became reality. Third, the creativity and historicity of practice. The material and practical activities of the construction of a cultural power are carried out under the guidance of the first cultural thought, and the majority of party members and the masses give full play to their subjective initiative, combine Marxism with the excellent traditional Chinese culture, and creatively promote the process of cultural practice. At the same time, practice is also a socio-historical activity. **Cultural thought is a new creation on the basis of more than 100 years of cultural construction of the Communist Party of China, leading generation after generation of people to continue to work the basis of the accumulation of cultural practice of predecessors, and form the essential force of cultural inheritance and innovation.
Conceptual level. Cast the soul with the best cultural thoughts.
**Cultural ideology is the guiding program that must be adhered to for a long time in propaganda, ideological and cultural work. The guiding ideology, strategic objectives and development strategies of university culture construction must take the cultural ideology as the main axis throughout.
On the one hand, the propaganda, ideological and cultural work of colleges and universities should be fundamentally followed by the socialist ideology with Chinese characteristics in the new era, and the requirements of the first cultural ideology should be included in the ideological work responsibility system, and included in the top priority of the learning content of the two-level central group of the school and college, and conscientiously study and implement it by holding central group learning, theoretical study seminars, and party and caucus day theme activities. In terms of news, it is necessary to continuously expand the mainstream ideology, strengthen the propaganda and research and interpretation of cultural thoughts, strengthen the supply of content, and make the main theme more lofty and the positive energy more abundant. In terms of civilization and culture, it is necessary to adhere to the "two combinations", strengthen the strategic planning of university cultural construction, integrate the excellent traditional Chinese culture, revolutionary culture, and the spiritual lineage of the Chinese Communists with the unique red culture of colleges and universities, inherit the Chinese cultural context and red genes, and educate people with culture and culture. In terms of the network front, it is necessary to build a comprehensive network governance system, make full use of new and new technologies to strengthen the network dissemination and creative transformation of China's excellent traditional culture, purify the cyberspace, and create a clean and upright network ecology.
On the other hand, it is necessary to use first-class cultural ideas to lead the direction of university governance, and play a leading role in the direction of rudder orientation and value in talent training, faculty, discipline construction, scientific and technological innovation, social services, opening to the outside world, campus construction and modern university system, so as to promote the cultural thought to take root on the university campus, and provide a strong spiritual power for colleges and universities to implement the mission and task of educating people for the party and the country.
Content level. Use the excellent traditional Chinese culture to cultivate people's hearts.
**The "second combination" of the "two combinations" proposed by the general secretary is to combine with the excellent traditional Chinese culture. Therefore, in the construction of university culture, the content supply and innovative transformation of excellent traditional Chinese culture are the core meaning. **The general secretary pointed out that "efforts should be made to continue the Chinese cultural context and promote the creative transformation and innovative development of China's excellent traditional culture". It is a major theoretical and practical proposition in the new era to inherit and carry forward the excellent traditional Chinese culture, and to strengthen the publicity, interpretation and dissemination of its spiritual meaning, scientific value, rich connotation and great significance, as well as the due meaning of university cultural construction.
In the process of specific practice, there are still some problems in the construction of university culture, such as the main theme is not high enough, the positive energy is not abundant enough, the supply of high-quality content is insufficient, and there is a certain distance between the form of expression and the acceptance of young students. The construction of university culture should be empowered by the excellent traditional Chinese culture, adhere to the problem-oriented, and innovate the ways and means of communication. For a long time, the campus field has been focusing on the grand narrative of revolutionary culture, red stories, and excellent traditional Chinese culture, and focusing on the strong output of mainstream ideas, but in terms of the effect of communication and audience feelings, it may not be able to achieve the effect of moisturizing things silently and infiltrating people's hearts. Therefore, in terms of content construction, on the one hand, it is necessary to fully explore the touching stories that touch the hearts of teachers and students in the campus culture; On the other hand, it is necessary to innovate the form of expression, transform the grand narrative communication into a combination of mainstream communication and weak communication, and further enrich the story and interest of the content with the help of poetry, drama, rap, micro-film and other forms.
Channel level. Build a full-scale communication system to show cultural self-confidence.
The report of the 20th National Congress of the Communist Party of China pointed out that "strengthen the construction of the whole communication system and shape the new pattern of the mainstream". * In the "Seven Focuses" of cultural thought, it is emphasized that "improving the communication, guidance, influence and credibility of news". In the context of the continuous iterative upgrading of new technologies and applications such as 5G, the Internet of Things, generative artificial intelligence, and large models, and deep integration, the pattern and communication ecology are undergoing profound changes. The construction of university culture should pay more attention to the innovative application of communication means and channels, especially to strengthen digital empowerment and promote the digital transformation of university propaganda, ideology and culture.
First, it is necessary to integrate the official-led internal and external propaganda platform, create a flagship matrix platform, and transform from the "addition" of the traditional work mode to the "integration" of innovation, so as to form a strong communication force and integrated voice; It is necessary to strengthen and expand the financial center of colleges and universities, give full play to the important role of the financial center as the main force of the work to advance to the main battlefield, and build a large propaganda pattern with strong leading force.
Second, with the help of mainstream and new channels outside the university, we should jointly explore the innovative measures and important achievements of the university in talent training, scientific and technological innovation, social service and cultural inheritance, and expand the social effect.
Third, it is necessary to effectively integrate the power of the non-governmental field such as self-leading platforms, online big Vs, and fandom groups, and introduce third-party multi-platform and multi-channel voices to form a certain radiation effect in cyberspace.
Fourth, it is necessary to keep up with the trend of new technologies and new tools, actively explore the application of digital intelligent communication, integrate digital transformation and upgrading into the whole element and chain of university cultural construction, continuously improve the communication efficiency, and empower and increase the efficiency of the creative transformation and innovative development of China's excellent traditional culture.
Brand level. Carry a new cultural mission with the cultural characteristics of the university.
** In the "Seven Focuses" of cultural thought, it is required to "focus on continuing the Chinese cultural context, promoting the creative transformation and innovative development of China's excellent traditional culture", "focusing on promoting the prosperity and development of cultural undertakings and cultural industries", and "focusing on strengthening international communication capacity building and promoting exchanges and mutual learning among civilizations". Specifically, in the field of university culture, it is necessary to promote the combination of university cultural characteristics and excellent traditional Chinese culture, and achieve creative and innovative breakthroughs in the integration of the two.
Implement the strategy of "cultural leadership". From the top-level design level of the university, the value leading role of the university culture is placed in a prominent and important position, and the strategy of cultural brand development is formed to ensure high-standing and high-quality operation. The "cultural leading" strategy should achieve "three changes": first, from scale demand to connotation improvement. The high-quality development of universities is not achieved through the continuous expansion of scale, but through the continuous improvement of quality. The second is to transform from resource-driven to innovation-driven. Cultural inheritance is not built for the sake of construction, but for the source of motivation to stimulate teachers and students to innovate, pursue truth, and innovate independently. The third is the transformation from copying and imitating to cultural self-confidence. The construction of university culture no longer follows the model of first-class universities abroad, but shapes its own unique context.
Create a university brand icon. The construction of university culture is not only universal, but also particular. The universality lies in the fact that it is rooted in the long-standing civilization and culture of China, infiltrated by the excellent traditional Chinese culture, inherited from the revolutionary culture and red genes, and guided by the mainstream ideological values; The peculiarity lies in the fact that a university has its own unique history, development process, people and stories from its inception to its growth, and these elements are personalized and cannot be replicated. It is necessary to explore the combination of cultural individuality and universality, and shape the unique cultural symbols of the school.
Focus on the international dissemination and expression of university culture. The construction of university culture should have the vision and ability of global narrative, especially in the complex world pattern, and it is necessary to innovate the interpretation and promotion of China's excellent traditional culture and university cultural characteristics, so as to enhance the identity and appeal of university culture. (Author: Cao Jie's unit is Shanghai Jiao Tong University).