正面宣传论的理论预设及其可行性分析

An Inquiry into Presuppositions of Positive Propaganda Theory

正面宣传论认为正面宣传必然产生正面效果,隐含着三个理论预设,第一是受众预设,认为受众心智不成熟而需要教育引导;第二是传播者预设,认为总体性社会的政府权威无可质疑;第三是传播环境预设,认为信息传播渠道单一而受众无法接触负面信息。文章对此三个预设展开分析,对其真实性和可行性进行论证。结论是该理论预设的成立与否尚成问题,那么建立其上的正面宣传论是否能够成立及其可行性如何的问题值得深思和探讨。

Positive propaganda theory believes that the positive publicity will produce positive effect. It has three implicit presuppositions： audience are mentally immature and thus in need of education and guidance; government authority in the whole country is unquestionable; information channels are so monopolized that negative information is not available to audience. This paper analyzes them and discusses their truthfulness and feasibility. If the presuppositions are built on slippery ground, whether the positive propaganda theory on them can be established is question worthy of careful consideration and discussion.