从组织传播到大众传播:国家治理乡村社会的策略演进

From Organizational Communication to Mass Communication: The Strategy Development of National Governing Rural Society

新中国成立以来,国家通过组织传播策略,依靠文件、开会、口号和广播等路径,将国家意志传递到乡村,从而第一次真正实现了国家对乡村社会的治理。改革开放以后,随着电视等大众媒体的普及,大众传播已经成为国家整合乡村社会、开展乡村治理的主要策略。相对于组织传播而言,大众传播是一种"软性"治理策略,并且建构了国家、基层政府与农民之间的"三角"关系,容易形成乡村社会博弈力量的均衡,有利于趋向乡村善治。

Since new China was founded,the State applied organizational communication strategy,relying on file,meetings,slogans and broadcast,to inculcate the villagers with its will.After the reform and opening up,with the television entering every household in the countryside,mass communication has become the main strategy of national governing rural society.Mass communication is a kind of ＂soft＂ management strategy,and meanwhile it has constructed a ＂triangle＂ relationship of State,local government and farmers.