人情、说服与认同:转型期农村宣传动员的话语分析

Feelings,Persuasion & Identification:Approach to the Discourse Analysis of Elementary Government's Propaganda and Mobilization in Rural Area of Transitional China

国家发展战略的实施需要向农村大规模征用土地资源,宣传体系在转型期农村的运作因而更多地被赋予"说服"功能。基层政府在移民动员过程中即兴发挥,摸索出一整套灵活的话语策略。文章借助实践型的话语分析理论,从文本、话语实践和社会价值三个维度切入,全景式、动态地予以呈现:第一,通过征用乡土社会基于"关系"的象征资源生产副文本,发展出一种颇具效力的人情话语;第二,借助日常化和非正式运作两种行动机制,培育具有丰富地方性知识的动员主体,提高说服效率;第三,通过对"发展"的阐释与描绘,唤取移民的价值认同。移民搬迁的过程总体平稳,基层的话语说服为之提供了一定助力。然而,"即兴发挥"也体现出"权宜"的一面,一些局部的实际问题并未从根本上加以解决,问题后移对政府治理提出新的挑战。

The implementation of national development strategy requires resources exploitation in rural areas from 1990 s＇,therefore the propaganda system has been assigned persuasive function there at the transformation period of China. The elementary government has explored a flexible discourse strategy while mobilize the peasant to migrate in Jinsha-River valley area.. Through the practical discourse analysis,from the perspective of text,discourse practice and ideology,several findings have come to light： First,with the use of symbolic resource based on ＂Guan xi＂in rural society,an effective discourse practice has been developed. Second,through ordinary and informal mechanisms of action,the subjects of mobilization have been cultivated,improving the efficiency of persuasion. Third,through the interpretation and depiction of ＂development＂,the value identification of resettles has been recognized. The process of resettlement was generally smooth,as prove that the propaganda and persuasion play a role in the mobilization. However,the persuasion is an improvisational performance,and some local practical problems have not been fundamentally resolved which pose new challenges to governance.