政治认同视域下政治传播面临的现实挑战及应对策略

The Realistic Challenges and Strategies of Political Communication in the Context of Political Identity

政治传播作为党和国家的一项政治行为,对构建人民群众政治认同具有重要作用,主要体现在政治传播能够宣传治理绩效、规范社会秩序、巩固意识形态地位。当前我国政治传播在构建人民群众政治认同时面临诸多挑战,政治传播主体多元化、传播方式相对单一、人民群众媒介素养提高,加之网络媒介的崛起使传播环境更加复杂多变,间接削弱了人民群众对其的政治认同。党和政府必须积极适应这种变化,在规范多元传播主体行为、构建多元一体的政治传播体系以及整合监督传播内容上下功夫,以此增强人民群众的政治认同。

Political communication as a political behavior of the party and the state plays an important role to construct people’s political identity.Political communication can publicize governance performance,standardize social order and consolidate ideological status.At present,China’s political communication is faced with many challenges in constructing people’s political identity:diversification of political communication,relatively single transmission way,improvement of people’s media literacy,and the rise of network media,which make the communication environment more complex and changeable and the political identity of the people is also weakened.The Party and government must actively adapt to this change,should make great efforts to standardize the behavior of multiple communication subjects,construct a diversified and integrated political communication system and integrate and supervise the communication content,to enhance the people’s political identity.