从“现实政治”到“观念政治”——论国家战略传播的道义感召力  

From Realpolitik to Noopolitik—How to Strengthen Moral Appeal in the National Strategic Communication

作　　者：史安斌[1] 王曦[1] 

机构地区：[1]清华大学新闻与传播学院

出　　处：《学术前沿》2014年第24期16-25,共10页Frontiers

基　　金：国家社科基金重大项目"中华文化的海外传播创新研究"部分成果;项目批准号:14ZDA056

摘　　要：建立国家战略传播机制、开展"大国外宣"是贯彻落实习近平同志"提高道义感召力"方针的重要举措。"道义感召力"概念的提出实质上体现了以"恒久道义"为核心、以软实力为手段的"王道"逐步取代以"既得利益"为核心、以硬实力为手段的"霸道"的历史潮流,对当前我国开展"大国外宣"具有理论指导意义。从当下的国际舆论环境出发,传统的对外宣传工作应当升级为国家战略传播,不应仅仅服务于"现实政治",更应当是"观念政治"的集中体现。从我国综合国力和舆论环境的变化来看,"观念政治"的理念与"增强道义感召力"的方针彼此呼应,为我国开展"大国外宣"提供了理论基础和实践指南。Establishing national strategic communication mechanism and conducting ＂great power publicity＂ is an important measure to implement Comrade Xi Jinping＇s principle of ＂improving the moral appeal＂. In fact, the concept of ＂moral appeal＂ is a depiction of the historical trend in which ＂Wangdao politics＂ with ＂permanent morality＂ at its core and sof~ power as its means gradually replaces the ＂Badao politics＂ with ＂vested interests＂ at its core and hard power as its means. It also has theoretical significance in guiding China＇s current ＂great power publicity＂. From the point of view of the current international public opinion environment, the traditional foreign publicity work should be upgraded to the national strategic communication, and should not serve the ＂realpolitik＂ only, but more importantly, reflect the concept of ＂noopolitik＂. Looking at the changes in China＇s overall national strength and the public opinion environment, the concept of ＂noopolifik＂ and the principle of ＂improving the moral appeal＂ are consistent with each other, and provide the theoretical basis and practical guidance for China to carry out the ＂great power publicity＂ prqject.

关 键 词：道义感召力 观念政治 战略传播 国家形象 软实力 

分 类 号：G219.26[文化科学—新闻学]