孔子的“木铎人设”与传播策略

Confucius’s “Muduo Character” and Communication Strategy

孔子的“木铎人设”主要来自他的弟子与后人,他并不乐意同代人对自己称“天才”。在世之际,孔子给人的印象是一位“学而不厌”的“有恒者”,“诲人不倦”的师者,平易近人的有趣的老者。为了自己政治理想的实现,他同样注重自己的形象,有意无意地完成了人设。孔子与其弟子等实现孔子“木铎人设”的传播策略主要有:“抒情主人公”真诚的情怀广告;借君主和地方官之口的推介,多方扩大社会影响;弟子们诚意而到位的侧面宣传;使用广告策划的“堆叠法”。

Confucius' s public persona as Muduo(metaphorical image of a teaching sage) was built mainly by his disciples and descendants,he was not willing to be called “genius” by his contemporaries.In his lifetime,Confucius came across as a persistent man who “never tired of learning”,a teacher who “taught others tirelessly”,an interesting old man who was approachable.In order to realize his political ideal,he also paid attention to his own image,intentionally or unintentionally completed the public persona building.The communication strategies of Confucius and his disciples are as follows:the sincere advertisement of “lyric hero”;the introduction of monarchs and local officials to enlarge social influence in many ways;the sincere and in place side propaganda of the disciples;the use of advertising planning “stacking method”.