论国家领导人形象的柔性传播

On the Soft Communication of National Leader's Image

领导人形象的柔性传播具有主体的民间性、方式的含蓄性、内容的丰富性、形式的多样性、传播的双向性。在互联网时代,柔性传播符合政治传播的发展潮流,契合互联网的传播特性和受众的信息需求,具有重要的价值。新媒体时代国家领导人的柔性传播面临挑战与机遇,应该利用多元传播主体、丰富传播内容、细分传播受众、整合传播媒介等策略,结合自身特色和国际政治传播走势,走中国特色的领导人形象的柔性传播之路。

The soft communication of national leader＇s image has the characteristics of popular subjects, implicitness, contents＇ richness, diverse forms and two-way communications. In the internet age, soft communication fits in development trend of political communication, which reflects important values with the help of internet＇s communication advantages. In new media age, soft communi- cation of national leader＇s image in internet age is facing new dilemma and opportunity, we should diversify communicators, enrich contents, differentiate audience, integrate media, combine the self characters and international political communication trend to operate soft communication national leader＇s image with Chinese characteristics.