从宣传到战略传播:美国宣传观念分野、影响及新宣传话语研究

From Propaganda to Strategic Communication: A Study on the Division, Influence of American Propaganda Ideas and New Propaganda Discourse Research

本文探讨了一战后学术界两种宣传观念:道德论和中立论。两种观点分野为日后新闻发展和宣传实践奠定了基础:一方面宣传的负面意蕴使宣传与新闻之间产生了一种竞合关系,这种竞合关系表明,新闻专业主义是掩饰宣传的政治产物,是政党及利益集团有意设计的结果;另一方面宣传强大的操纵能力注定其将长久地作为国家治理术的必然性。在冷战及9·11事件爆发后的不同时期,"公共外交"与"战略传播"作为"新宣传"话语进入主流视野。整体看来,在移动传播和社交媒体时代,宣传实践早已不再是李普曼时代的操演逻辑,但宣传与新闻业的竞合关系有助于理解当下西方特别是美国的宣传实践。

This paper discusses two propaganda concepts in academic circles after the World War I:moralist and neutralist.The division of these two viewpoints has laid a foundation for the development of journalism and practice of propaganda in the future.There is a competitive and cooperative relationship between propaganda and journalism,which indicates that professionalism is the political product for disguising propaganda,it’s the result of intentional design by political parties and interest groups.On the other hand,the powerful manipulation of propaganda doomed it to be long-term state governmentality inevitability.After World War I,propaganda entered the public and gained a notorieties such as"lies".The outbreak of world war II transformed the word propaganda from a general use to deprecation.After the second world war,propaganda practice did not disappear,Propaganda produces a"new propaganda"discourse by constantly changing its name and manner.In different periods after the outbreak of the Cold War and 9/11,"public diplomacy"and"strategic communication"entered the mainstream as new propaganda discourse.On the whole,in the era of mobile communication and social media,propaganda practice is no longer the operational logic of Lippmann’s era,but the competition and cooperation between propaganda and journalism helps us to understand the current American propaganda practice.