社会动员与执政党的媒介使用:理念、资源与模式

Social Mobilization and the Ruling Party's Media Use:Idea,Resource and Model

社会动员是社会发展工作的重要策略,也是政党的固有功能。本文对在当代中国语境下,执政党如何依靠媒介实现社会动员的组织目标,包括如何引起社会的广泛关注、争取参与者,如何获得大众对于运动基本理念的认知和赞同,形成有利的社会舆论,如何动员各种社会资源参与、支持运动等理念与操作性问题进行了探讨。本文认为,执政党应高效利用各种媒介,通过有效的社会动员,提升执政能力和公信力,直面伴随经济与社会发展出现的各类情况。

Social mobilization is not only an important strategy of social development, but also an inherent function of political parties. In the contemporary Chinese context, some issues of idea and operation are being discussed on how the ruling party can rely on the media to achieve the organizational objectives of social mobilization, including how to arouse the widespread concern in the community and attract participants, how to make the public understand the basic concepts of the movements so as to create the favorable public opinion, how to mobilize social resources to support the movements and so on. This paper argues that the ruling party should efficiently use the media, enhance its ability and credibility through the effective social mobilization, and face all kinds of situation that occur along with the economic and social development.