探索品牌传播与政治传播良性互动的新境界  

Exploring the New World of Beneficial Interaction Between Brand Communication and Political Communication

作　　者：荆学民[1] 冯涛[1] 

机构地区：[1]中国传媒大学政治传播研究所,北京100024

出　　处：《新闻大学》2016年第1期39-43,147,共5页Journalism Research

基　　金：2011年国家社科基金重大项目"中国特色政治传播理论与策略体系研究"(11&ZD075)

摘　　要：一个值得研究的理论话题是品牌传播与政治传播的相互借力。国内企业品牌传播与政治的关系大概经过了互为一体、被动适应、主动改变、相互博弈、良性互动五个阶段。企业品牌传播借力政治有政治名人、政治事件、政治活动、政策热点、政治理念等途径。在当代政治中,品牌传播与政治已经不再局限于一方被动、一方主动的作用形式,品牌在积极地适应和学习运用政治力来提升品牌的影响力,而政治也开始通过与品牌的不断沟通和互动,借鉴品牌传播的途径和策略,通过有效的政治传播来提升政治的影响力,在互利共赢的基础上寻求二者关系发展的新途径。在这个意义上来说,品牌传播与政治传播的最根本结合点就是在于民生。政治传播要放下身段,关注民生;品牌传播要抬高眼界,观察政治,真正实现二者的有机结合和良性互动。Mutually reinforcing of brand communication and political communication is a valuable research topic.The relationship between domestic brand communication and politics went through five stages: integrated into one body, passive adaptation, positive change, mutually gamble and beneficial interaction. There are several ways of brand communication reinforcing politics, including political celebrities, political events, political activities, policy hot spots, political philosophy. In contemporary politics, brand communication and politics are no longer confined to one-passive- onepositive role form. Brand actively adapts and learns to use political power to enhance the brand's influence.Meanwhile, the politics began to learn the approach and tactics of brand communication to enhance political influence through constant communication and interaction with the brand, and to seek new developing approach for both based on mutual benefit.In this sense, the key point of integration between brand communication and political communication is people's livelihood. Political communication is requested to lays down the figure and to care about people's livelihood; brand communication is requested to raise their horizons and to observe politics, thus to truly realize the dynamic integration and beneficial interaction between them.

关 键 词：政治传播 品牌传播 借力 良性互动 

分 类 号：G206[文化科学—传播学]