榜样示范作为净化社会风气、塑造个体品德的传统有效手段之一,在新媒体视域下遭遇“榜样认同”和“榜样示范”的双重危机。以互联网、数字媒介为表征的新媒体所裹挟的正负效应挑战着传统榜样的选树路径、传播模式以及榜样示范过程中受众群体的心理架构。因此,如何利用和占领新媒体平台,探讨和提升新媒体在选树榜样、编码榜样、提升榜样示范效应中的功能与责任,将成为公民道德的重要文化路径。 As a traditional and effective means of purifying the social ethos and shaping the individual morality, model role models face the double crisis of “model approval” and “model demonstration” in the new media field. The positive and negative effects of the new media, which is characterized by the Internet and digital media, challenge the selection of the traditional role model, the mode of transmission and the psychological structure of the audience in the model demonstration process. Therefore, how to utilize and occupy the new media platform to explore and enhance the functions and responsibilities of the new media in selecting role models, coding role models, and enhancing exemplary demonstration effects will become an important cultural path for civic morality.