“共识制造”:中国舆论场视域中的宣传话语转型——基于“浙江宣传”的话语分析研究

"Manufacturing Consent":The Transformation of Publicity Discourse in the context of China'sPublicOpinionField

宣传话语是我国社会语境中非常特殊的一类媒介话语,肩负承接主流意识形态、推动舆论合意、维护社会安定和谐的重要功能。以互联网为代表的新传播革命引发了我国舆论场格局的结构性失衡,宣传话语深陷传播力和舆论引导力不济的共性困局,因而推动宣传话语创新转型、提升舆论引导力是应势而为的必要举措。“浙江宣传”在舆论场的成功“突围”为宣传话语的创新转型和舆论引导力建设提供了参照锚点。本文从我国舆论场的特殊生态出发,通过考察“浙江宣传”的话语实践,提炼其成功经验背后的话语策略。研究发现,“浙江宣传”探索了一套守正与创新的“共识制造”话语框架,通过问题立场、用户立场和文化立场重建了主流意识形态到社会民心之间的通路,并为新传播时期我国宣传话语转型及舆论引导力建设提供参考进路。

Publicity discourse is a distinct category of media discourse in China's social context,playing a crucial role in disseminating mainstream ideology,promoting consensus in public opinion,and maintaining social stability and harmony.The new communication revolution represented by the Internet has caused a structural imbalance in the public opinion landscape.As a result,publicity discourse faces a dual challenge of limited communication power and insufficient effectiveness in guiding public opinion.To address these challenges,it is essential to promote innovation and transformation within publicity discourse to enhance its capacity for public opinion guidance.The successful"breakthrough"of"Zhejiang publicity"in the field of public opinion offers valuable insights for innovating and strengthening the guiding power of propaganda discourse.Based on the unique ecology of China's public opinion landscape,this article examines the discursive practices of"Zhejiang publicity"to identify the discourse strategies behind its success.The research reveals that"Zhejiang publicity"has developed a"manufacturing consent"framework that balances orthodoxy with innovation.By rebuilding connections between mainstream ideology and public sentiment through problem-focused,user-centered,and culturally relevant approaches,it offers a model for transforming publicity discourse and improving public opinion guidance in the new era of communication.