新时代反腐倡廉政策传播优化路径探论  

On the Optimization of the Communication Strategy of the Anti-corruption Policy in the New Era

作　　者：肖生福[1,2] 郑伟训 XIAO Shengfu;ZHENG Weixun(Guangzhou Integrity Research Center,Guangzhou University,Guangzhou,Guangdong 510006,China;College of Public Administration,Guangzhou University,Guangzhou,Guangdong 510006,China)

机构地区：[1]广州大学广州廉政建设研究中心,广东广州510006 [2]广州大学公共管理学院,广东广州510006

出　　处：《广州大学学报（社会科学版）》2020年第2期84-90,共7页Journal of Guangzhou University:Social Science Edition

基　　金：教育部人文社会科学研究规划基金项目(19YJA8810014);广州市社科规划专项课题(2016MZXY39);广州市社科规划专项课题(2018GZMZGJ25)。

摘　　要：反腐倡廉政策是党和国家持续进行反腐败斗争的重要行为准则,加强反腐倡廉政策传播是党和国家进行反腐败斗争的题中应有之义。目前,反腐倡廉政策传播具有传播主体偏单一、传播手段偏刚性、传播途径偏传统和传播受众偏宽泛的特点,针对其特点所表现出的不足,可以选择相应的优化路径:一是顺应新时代传播生态,加强社会力量的二级传播;二是顺应新时代受众的特点,加大柔性传播;三是顺应新时代媒体融合的趋势,加强全媒体传播;四是利用新时代大数据技术选准受众,实施精准传播。The party′s anti-corruption policy is an important code of conduct for the party and the state to carry on the anti-corruption struggle continuously. Strengthening the dissemination of the party′s anti-corruption policy is the proper meaning for the party and the state to carry out the anti-corruption struggle. At present, the communication of the party′s anti-corruption policy has the characteristics of the single communication subject, rigid communication means, traditional communication channels and wide audience. In view of the shortcomings of its characteristics, we can take corresponding strategies to improve the anti-corruption policy by fulfilling the following: First, in compliance with the requirements of the new era, to break the situation of the government′s monologue and introduce the secondary communication of social forces;second, in compliance with the characteristics of the audience in the new era, to consider the audience′s psychological acceptance and introduce flexible communication means;third, in compliance with the trend of media integration in the new era, to strengthen the whole media transmission;fourth, to use the big data technology in the new era to select the audience, implement accurate communication and improve communication performance.

关 键 词：反腐倡廉政策传播 二级传播 柔性传播 全媒体传播 精准传播 

分 类 号：D630.9[政治法律—政治学]