标语口号演变与中国共产党政治传播的战略转型

The Evolution of Slogans and the Strategic Transformation of Political Transmission of Chinese Communist Party

标语口号将语言赋予政治目的和政治态度,具有悠久的历史渊源和深厚的群众认同基础,是中国共产党标志性和特色性的政治传播方式。中国共产党九十多年历史各个时期的经典标语口号发展历程,表现出使政治现实由观念化走向符号化,令政治传播者及受众共同进入一个理想化的命题,这种政治传播技巧与策略能够在最大程度上实现政治传播的有效性,对今天的政治传播依旧具有现实意义。标语口号的演变反映出中国共产党政治传播战略内容、表达及观念上的转型。当前的标语口号应该在信息环境的需求和传播媒介的变化中做出政治传播战略上的调整和革新。

With a long history and a profound foundation of mass identification,slogan endows language with political purposes and attitudes,which has been the way of symbolic and characteristic political transmission of Chinese Communist Party(CCP).The developmental process of classical slogans in every period of over 90 years’history of CCP has shown characteristics of shifting political reality from conceptualization to symbolization.This strategy of political transmission is able to realize the validity of political transmission to the maximum extent,which still has practical significance for today’s political transmission.The evolution of slogans reflects the transformation of strategic contents,expressions and concepts of political transmission of CCP.In the modern time of information environment and transmission,current slogans need adjustments and innovations in terms of the strategy of political transmission.