作为“宣传范式”典范的“新华体”:历史变迁与内涵建构

“Xinhua Style”as a Model of“Publicity Paradigm”:Its Historical Changes and Connotative Development

新闻文体宣传范式实质是运用新闻进行宣传,其强调新闻承载的是意识形态功能,体现的是政治力量对于新闻的征用。“新华体”源自新华通讯社的文体实践与推广,历经多个历史时期,在多重因素的影响下,逐渐发展成为“宣传范式”基座上的典范性文体形态。其中,党在不同历史时期的宣传需求和现实条件,规约了“新华体”的文体类型和报道风格,毛泽东同志的“身体力行”奠定了“新华体”的文体理念与文体技巧,新华社“国家通讯社”地位的确立、“通稿制度”的形成以及新中国成立之初宣传社会主义成就的需要,推动了“新华体”全国性地位的确立与巩固。改革开放以来,伴随历史变迁与传媒格局变化,“新华体”的内涵得以不断调适,“有思想”“有温度”“有品质”成为新时代“新华体”的变革方向。

The so-called“publicity paradigm”of news style is to publicize the information by news reports,emphasizing that news carries ideological function and embodies the requisition of news by political forces.The“Xinhua style”of Chinese journalism originated from the stylistic practice and promotion of Xinhua News Agency.After multiple historical periods and under the influence of multiple factors,it has gradually developed into a typical stylistic form based on“publicity paradigm”.Among them,the Party s publicity needs and China s realistic conditions in different historical periods have defined the“Xinhua style”.In addition,Mao Zedong played an important part in establishing the stylistic ideas and developing the stylistic skills of“Xinhua style”.The three factors,i.e.,the establishment of the status of Xinhua News Agency as a national news agency,the formation of the“Press Release System”,and the need to publicize the socialist achievements at the beginning of the founding of the People s Republic of China,jointly promoted the establishment and consolidation of the national status of“Xinhua style”.Since the reform and opening-up,the connotation of“Xinhua style”has been continuously adjusted according to the changes in history and media structure.In the new era,the reform direction for“Xinhua style”is to become a type of news writing which is informative,reader-friendly and of high-quality.