论互联网时代政治传播的个性化与多元化

Individuality and Diversity of Political Propagation in an Internet Era

政治传播的最终目的在于使受众成为完成党和政府的政治文化建构及政治行为实施的一部分。互联网作为新兴的大众传播媒介,它的兴起为政治传播提供了新的交流平台和多元化的言说空间。伴随着互联网成长起来的新生代以及这一代人所创造的新生代文化在客观上影响着当代政治的叙述方式,这种文化特征要求政治叙述具有个性化特征;同时,政治人物的个人形象在互联网时代的政治传播中也显示出前所未有的影响力。

The ultimate goal of political propagation lies in enabling the audiences to be a part in fulfilling the political culture and political activities of the party and government. As a newly-emerged medium of mass communication, Internet provides for political propagation a new communication platform as well as multi-dimensional room of speaking. The younger generation, who grew up along with the development of Internet, and the culture they created, are influencing the narrative of contemporary politics. Such a cultural feature calls for individualistic political narration. At the same time, the images of individual political figures are exerting unprecedented influence upon political propagation in the Internet era.