宣之于众:汉语“宣”字的传播思想史研究  

Publicity to All: A Study on the Intellectual Communication History of the Character Xuan

作　　者：潘祥辉 Pan Xianghui

机构地区：[1]南京大学新闻传播学院

出　　处：《新闻与传播研究》2018年第4期76-94,127,共20页Journalism & Communication

摘　　要：从传播史的角度看,"宣"是中国古代非常重要的传播行为和传播语汇,具有丰富的传播学内涵。自上古开始,"宣"就是一种以王室和王命为中心的政治传播活动。这种传播是自上而下、自内而外的,为王权所垄断和独占,并被注入了一种"神圣合法性"。从"宣"字的构造,其本义及引申义的演变可以揭示"宣"作为一种政治传播行为的特征。与西方及现代的"宣传"不同,古代中国的"宣"不偏重于讯息,而偏重于抽象的恩威与德泽。"宣"的主要目的不是为了说服,而是为了达致"德化"。体现在古代汉语语汇中,"宣德""宣和""宣化"等出现频率极高。在作者看来,古代"宣"之起源与发展及其所形成的历史传统也影响到中国近代以来"宣传"一词的感情与价值色彩。在当代中国"宣传"的概念语汇中,我们可以窥见华夏之"宣"的历史维度。From the history of communication,xuan is a very important communication behaviour and communication vocabulary in ancient China.It has rich connotations for communication.Since ancient times,xuan has been a political communication activity centering on the royal family and the king s order.It spread from top to bottom,from the inside to the outside.It was monopolized and owned by the monarchy,and was infused with a kind of sacred legitimacy.From the structure of the word xuan,the evolution of its original and extended meaning can reveal the characteristic of xuan as a kind of political communication.Different from propaganda in the West and in the modern era,xuan in ancient China did not focus on any message but rather focused on abstract concepts like kindness,sternness,the literary,and the moral.The main purpose of xuan is not to convince,but to achieve moralization.Reflected in the ancient Chinese vocabulary,words like morality publicity,harmony publicity,civilization publicity appeared very frequently.In the author s view,the origin and development of the ancient xuan and the historical traditions formed by itself also affect the sentiments and values of propaganda in modern China.In the conceptual vocabulary of China's modern propaganda,we can get a glimpse of the historical dimension of xuan in ancient China.

关 键 词：宣 宣传 宣化 华夏传播 传播史 

分 类 号：G206[文化科学—传播学]