再造传播模式:延安时期墙报的兴起与治理

Reconstruction of the Communication Mode:Emergence and Governance of Posters in Yan’an Period

延安时期墙报的传播是一段包含范式转换和重新定位的全党办报实践。通过强调斗争性、扩大作者群,业余群体对精英模式形成挑战,产生了“赶庙会”式的观看效果,非正式的言论表达建构出一个有效煽动舆论的信息体系,影响到当时的文体和文风:篇幅仅百余字、形式灵活、逻辑性较差。墙报数次掀起关于文艺的党性和文章署名等方面的争论,成为社会思潮的传播利器。多元主体就墙报的及治理提出策略,成为中国共产党对社交媒介进行制度化治理的起点。

The spread of posters in the Yan’an period represents the CPC’s practice of paradigm transformation and reorientation in running newspapers.This practice emphasized belligerence,expanded the group of authors,and encouraged the amateur group to challenge the elite model,producing an effect of regular viewing like“visiting the temple fair”.This kind of informal speech,featured by limited length,flexible form and poor logic,built an effective information system of inciting public opinion,and affected the writing form and styleat at that time.The posters evoked several debates on the party attribute of literature and art,the authorship of articles,etc.,and became a powerful tool of disseminating social thoughts.Multiple subjects put forward strategies on the governance of posters,which marked the start of the CPC’s institutionalized governance of social media.