冷战与传媒:20世纪五六十年代美国新闻处对华宣传中的目标人群与媒介运用

The Cold War and the Mass Medias:Target Population and Media Use in the Propaganda of the United States Information Services to China in the 1950s and 1960s

在冷战前期中美对抗的时代,美国政府对中华人民共和国展开了宣传攻势。这种攻势分为两种,一种是针对中国内地居民,运用中文媒介“对华宣传”;另一种是运用外文媒介在国际舆论中开展“涉华宣传”。对华宣传的目标人群主要是新中国的知识分子和党政干部,运用的主要媒介是广播和邮寄印刷品;涉华宣传的目标人群是外国社会精英和知识分子,主要媒介是新闻和出版物。大体上,美国对华和涉华宣传针对的受众是受过教育的精英阶层,宣传媒介的选择相应地也是“智识活动”和“知识体验”式活动(广播读书会、时政新闻和书刊、社会纪实小说等),内容多围绕深度时政新闻话题展开。这是美方针对第三世界社会精英一种惯常的宣传技巧,体现了冷战政治与大众传媒的关联性。

In the first half era of the Cold War of confrontation between China and the U.S.,the U.S.government launched a propaganda campaign against the People's Republic of China.This offensive is divided into two types.One is aimed at mainland Chinese residents,using Chinese media to"propaganda to China";the other is to use foreign media to carry out"propaganda on China"in world public opinion.The target group of propaganda to China is mainly the intellectual class and party and government cadres of New China,and the main medium used is radio and mailing presswork;the target group of propaganda on China is foreign social elites and intellectuals,and the main media is news and publications.In general,the target audience of American propaganda to China and on China is the educated elite class,and the choice of propaganda media is correspondingly"intellectual activities"and"knowledge experience"(broadcast reading clubs,current political news and books,and social documentary novels),and the content is mostly carried out around in-depth current political news topics.This is a common propaganda technique used by the United States to target the social elites of the third world,reflecting the connection between Cold War politics and mass media.