论政策执行中的政策宣传及其创新——基于政策工具视角的学理分析

On Policy Propaganda and Its Limitations in Policy Implementation——A Theoretical Analysis Based on the Perspective of Policy Instruments

政策执行是政策循环中的关键阶段,是实现公共政策目标的基本途径。而政策执行的核心就在于如何选择和设计有效的政策工具。作为政府政策工具和政策执行环节的政策宣传,直接影响公共政策的有效执行,关系到公共政策能否实现预期的政策目标和政策效果。政策宣传不仅是一种信息工具,而且也是一种引导性工具和劝诫性政策工具,是公共政策执行的重要工具、手段和方法,具有政策信息传播功能、政策行动引导功能和政策行为劝诫功能。同时,政策宣传作为一种非强制性的政策工具,其对于目标群体的影响力又有着现实限度。因此,新时期我国的政策宣传应随着其政策环境的变化而不断创新,包括:更新宣传理念、改进宣传方式、创新宣传体制、优化宣传环境以及提升宣传效果。

Policy implementation is a crucial stage in the policy cycle.It is the basic way to achieve public policy objectives.The core of the implementation of policies lies in how to choose and design an effective policy tool.Policy propaganda,as a governmental policy instrument and a node of policy implementation,has direct impact on the effective implementation of public policies,and is related to the problem that whether or not a public policy can achieve the desired policy objectives and policy effectiveness.Policy propaganda is not only an information tool,but also a guiding tool and dissuasive policy tools.It is an important tool,means and methods for the implementation of public policies.It has the functions of policy information dissemination,policy action guidance and policy behavior suasion.At the same time,policy propaganda,as a non-mandatory policy tool,it also has practical limitations as far as its impact on the target group is concerned.Therefore,China's policy propaganda in the new era should continue to innovate as its policy environment changes including updating propagating ideas,improving propaganda approaches,innovation of the propagating system,optimizing propaganda environment and enhancing the efficiency of propaganda.