融媒体环境下“讲好中国共产党故事”的现状及策略——基于对学习强国app用户的问卷调研分析

The Present Situation and Strategy of“Tell the Story of the Communist Party of China Well”in theMedia Environment--Based on the Questionnaire Survey and Analysis of Learning Power APP Users

“讲好中国共产党故事”是进一步提升中国软实力和国际话语权的关键。以学习强国app为代表的时政类融媒平台深耕时政新闻和致力于红色文化的传播,为如何“讲好中国共产党故事”提供了鲜活样本。通过对学习强国app用户的问卷调研,分析其用户特点及使用与满足情况,可以发现其受众主体为青壮年网民,媒介使用频率和使用时间稳定,对学习强国app总体上较满意;但也存在用户互动交流少、分享意愿低、满足程度不高等现象,表明学习强国app在内容吸引、叙事方式、学习交互、用户激励方面仍有一定的提升空间。在融媒体环境下,要提升“讲好中国共产党故事”的传播效果,需要传播者树立受众思维,活用多媒体叙事手段,改变生硬刻板的叙事话语,强化传受互动,营造交互式学习空间,增强用户黏性,提升其分享意愿,以全新表达实现从讲“好故事”到“讲好”故事转变。

“Tell the Story of the Communist Party of China Well”is the key to further enhance China’s soft power and international discourse power.The current political media platform represented by the Learning Power APP came into being,and the spread of current political news and red culture provided a fresh sample for how to“tell the story of the Communist Party of China well”.By surveying Learning Power APP users and analyzing their characteristics,usage and satisfaction,this study observed that the audience is mainly young and middle-aged Internet users.The frequency and time of media use are stable,and they are generally satisfied with the program.However,there are also noticeable phenomena such as less interaction,low willingness to share,and low satisfaction,indicating that the APP still has some room for improvement in terms of content attraction,narrative mode,learning interaction,and user motivation.In the media environment,to improve the communication effect of“Tell the Story of the Communist Party of China Well”,it is necessary for communicators to establish audience thinking,use multimedia narrative methods flexibly,change rigid narrative discourse,and strengthen communication and interaction.This can create interactive learning space,enhance user stickiness and their willingness to share,and explore new paths of mainstream value communication in media practice.