新媒体语境下的国家领导人形象传播——以微信订阅号“学习小组”为例

Image Communication of National Leaders in the Context of New Media:A Case Study of A WeChat Subscription Account Called“Learning Group”

近年来国家领导人形象传播呈现出形式多样、内容丰富等趋势,2013年首次出现的中国领导人卡通形象成为新媒体语境下我国国家领导人形象传播的一次突破。微信订阅号"学习小组"的出现,似乎使得偶尔为之的领导人形象传播转变为有组织、有规划的长期传播。文章以"学习小组"为例,对其2015上半年的内容进行分析,发现"学习小组"对领导人形象的象征化塑造效果积极,一定程度上适应了新信息环境下的传播需要。

In recent years, the image communication of national leaders has demonstrated a diversity in both form and content. The cartoon images of Chinese national leaders that appeared for the first time in 2013 marked a breakthrough in the image communication of national leaders in the new media con- text. With the emergence of a WeChat subscription account called ＂Learning Group＂, the image com- munication of national leaders that used to be scattered seems to have become a long-term, systematic and organized endeavor. An investigation into the content of ＂Learning Group＂ of the first half of 2015 reveals that this subscription account has positive effect on the symbolized creation of national leaderg images, which, to some extent, has met the communicative requirements in the new informa- tion context.