什么是好的宣传——一种基于唯物主义宣传观的思考

What is Good Propaganda: Thoughts on Propaganda from a Materialist Outlook

长期以来,新中国的宣传工作似乎苦于两点:首先是不对等的西方宣传机器的强势和霸权;其次是主流宣传经常因缺乏吸引力和感染力被诟病。尽管我们为宣传工作投入了不少努力与坚持,也取得了很大的成绩,但当中国进入互联网时代,新技术条件下生产与生活、国家与社会关系的变化使得宣传工作变得更复杂了。宣传要如何贴近普通人的情感?美学方法在宣传中如何使用?群众路线在宣传中何以可能?这可能需要我们建构一种真正唯物的宣传观念,即认识到好的宣传要紧紧贴合地发生在人的从"自然"到"自觉"的过程之中,要将人们对社会主义的认同内化为情感本能和行为实践。宣传马克思主义不等于马克思主义的宣传,后者依赖于对政治制度、社会生产、文化权力的运作方式以及人性的总体理解和把握。

Chinese propaganda has long faced two setbacks.First,the unparalleled strength and hegemony of Western propaganda machine.Second,mainstream propaganda works are often blamed for their lack of appeal and attractiveness.Despite resource,dedication,and limited success,the relationships between production and living,between state and society have made propaganda work more complex under new technological conditions in the Internet era.How should propaganda appeal to ordinary people emotionally?How should methodology of aesthetics by applied in propaganda?How to adopt the mass line in propaganda?This may require us to establish a truly materialist outlook for propaganda,that is to realize good propaganda must take place in the process of one becoming self-conscious from the natural state,and to internalize one’s socialist identity as his emotional instinct and behavioral pattern.Promoting Marxism should not be mistaken as Marxist propaganda,since the latter relies on a comprehensive understanding and a firm grasp of human nature and how political systems,social production,and cultural power work.