孔子传播思想研究

On Confucius' Propagation Thoughts

孔子的传播理念是"和而不同",即"仁"与"礼"的统一。就人际传播而言,"仁"这一概念的提出为平等传播关系的建立提出了理论依据。孔子的传播思想博大精深,包罗万象,涉及传播符号、传播目的、受众思想、舆论思想、传播环境等诸多方面。其对传播符号的论述涉及传播符号的划分、语言的遮蔽性、语言的工具性、传播符号的规范、语言表达的有限性和无限性、形式与内容等方面;其传播目的论带有很强的实践理性色彩,认为传播的目的在于由"学"而"习",在于"言"和"行"的统一;风草论是孔子受众思想的重要方面,他一方面认为君子对民众的教化恰如风过草偃,效果明显,另一方面又认为传播威力虽然巨大,但也有一定限度,取得理想的传播效果非一日之功,这比"魔弹论"更加客观;历史传播方面,他认识到"载之空言"和"见之于行事"两种传播方式迥异的传播效果,发明了"托古立言"的传播方式;他还强调在舆论与独立思考之间加以平衡,既重视舆论又不盲从。

Confucius＇ propagation concept is ＂harmony with diversity＂,which combines ＂gentleness＂ with ＂courtesy＂.As far as propagation is concerned,the concept of ＂gentleness＂ has laid the foundation theory for equal propagation relationship.Confucius＇ propagation thoughts,profound and all-inclusive,involve such areas as propagation symbols,propagation purposes,audiences＇thoughts,public opinions,and propagation environment.The discussion on propagation symbols covers the symbol classification,language instrumentality,norm of the symbols.Propagation purposes reveal a strong inclination of practice-involvement for it stresses the acquisition through learning and the unity of ＂action＂in accordance with ＂words＂.Breeze-over-Grass Theory is an important aspect of Confucius＇propagation thoughts.He believed that to educate the people is just like breeze over the grass,which moves in the same direction as the breeze blows,and the effect of which is obvious and efficient.At the same time,even though propagation is of great power,it is still limited.And it takes a long time to achieve the propagation effect.This concept is more objective in comparison with the Magic Bullet Theory.Confucius also put emphasis on striking a balance between public opinions and independent thinking,and suggested taking public opinion seriously without following it blindly.