新媒体视阈下西方主要政党形象建设的启示

A Study on Image Construction of the Major Western Political Parties in the Context of New Media

在媒介化时代,政党形象已经成为一种重要的资源,更好地适应新媒体发展、不断提升自身形象成为政党建设的重要主题。当前,西方主要政党积极运用新媒体强化自身形象建设,既有成功的经验,也有失败的教训。中国共产党在建设自身形象时,必须避免西方政党在竞选制度下存在的政党形象建设失真、失范和失稳等弊端,借鉴西方政党提升政党形象的成熟做法;同时,正视新媒体给政党形象建设带来的机遇与挑战,强化新媒体在政党形象提升上的工具作用,运用新媒体强化主要领导干部的形象建设,利用新媒体打造政党形象建设新的风貌,重视新媒体场域中青年群体对政党形象的认知意义。

In the era of new media,the image of political parties has become an important resources of political parties.To better meet the needs of the development of new media and to improve the effect of political party image have become important goals in the construction of political parties.The major political parties in the West set examples of party image building by using new media,but as winning the election campaign is the major concern of the western political parties,there are misconducts of distortion,anomie and instability in their image building.When learning from the mature practices of western political parties in party image building,the CPC must avoid such misconducts,taking the opportunities and challenges brought by new media to the construction of political party image,and strengthening the instrumental role of new media in promoting party image.We may use new media to strengthen the image construction of major party leaders,to create a new style of party image construction,and to promote the cognitive significance of the new media in building party image in the young and middle-aged groups.