新宣传:新传播形态下的宣传调适与新时代治理术

New Publicity: The Propaganda Adjustment to the New Communication Forms and Governance in the New Era

现代宣传是关于大众说服的信息传播活动,也是因时制宜的社会治理术。当下中国,新时代社会主要矛盾的转化给宣传工作提供了问题意识和任务导向,社群化传播这一新传播形态的出现又改变了宣传的传播语境。新时代呼唤新使命,新宣传就是对宣传理念和宣传方式的创新和价值重塑,目的是"提高新闻舆论传播力、引导力、影响力、公信力",进而"牢牢掌握意识形态工作领导权",在推进国家治理体系和治理能力现代化的层面上,实现意识形态治理和社会治理的有机衔接。

Modern propaganda is an information dissemination activity about public persuasion,and it is also a social governance technique.In the present China,the transformation of the main contradictions in the new era has provided problem awareness and task orientation to the propaganda.The emergence of the new communication form has changed the communication context of propaganda.The new era calls for a new mission.The new publicity is the innovation and value reshaping of propaganda concepts and methods,it’s purpose is to"improve the communication,guidance,influence,and credibility of news and public opinion",and then"tighten the leadership of ideological work".In the promotion of the modernization of the national governance system and governance capacity,the organic connection between ideology governance and social governance will be realized.