标语形塑党的形象何以成功?——以中央苏区为中心的考察

How did Slogans Successfully Shape the Image of CPC?——An Investigation Centered around the Central Soviet Area

政党形象是建设长期执政的马克思主义政党的重要内容。土地革命时期,共产党通过标语在中央苏区建构了良好的政党形象,赢得了人民衷心拥护,为革命的成功提供了重要保障。研究认为,中央苏区的革命环境决定了形塑政党形象的媒介秩序。从公共形象到媒介形象的传播过程中,共产党通过严格执行纪律建构了政党本象,标语符号的精准表达描绘了形象意涵,建立标语宣传制度规范了形象传播。从媒介形象到认知形象的传播过程中,共产党通过标语宣传抵制了歪曲宣传的干扰作用,并向受众提供了公共文化教育产品,推动了良好认知形象的建构。新形势下,要在现实、历史和数字三重场域继续发挥标语形塑政党形象的关键作用。

The image of a political party was an important part of building a long-term Marxist political party in power.During the Agrarian Revolutionary War,the Communist Party of China(CPC)established a good political party image in the Central Soviet Area through red slogans,winning the heartfelt support of the people which provided important guarantees for the success of the Revolution.The research suggested that the revolutionary environment in the Central Soviet Area determined the media order that shaped the image of political party.In the process of spreading from public image to media image,CPC has constructed the political party image through strict discipline,accurately expressed the image meaning through slogans and symbols,and established a system of slogan spreading to regulate image dissemination.In the process of spreading from media image to cognitive image,CPC has fought against distorted propaganda through slogan promotion,and provided the audience with public cultural and educational products,strengthening the construction of a good cognitive image.In the new situation,slogans are supposed to play a crucial role in shaping the image of political party in the triple fields of reality,history and digitization.