民俗节日与媒介宣传:山东解放区党报里的春节  

Folk Festivals and Media Promotion: The Spring Festival in the Communist Party Newspaper in Shandong Liberated Area

作　　者：王素华 Wang Suhua

机构地区：[1]山东大学新闻传播学院,济南250014

出　　处：《新闻春秋》2022年第2期32-45,共14页Journalism Evolution

基　　金：国家社科基金项目《“新革命史”视野下的延安时期新闻传播史研究》(批准号20BXW016)的阶段性成果。

摘　　要：革命宣传要取得成效,必须借助合适的时机和恰当的路径。在中共创建的解放区,党报是主要的大众传播手段,它以春节这一最具影响力的民俗节日为契机,以最有益于政治宣教和群众动员为逻辑和操作原则,展开了常态化的媒介宣传,推动了中共政策的传播与乡村革命氛围的营造。通过考察1938年至1949年山东解放区的《大众日报》《大众报》等,发现这十一年间党报的春节宣传呈现出主题从以民族动员为主到以阶级动员为主、视角从自上而下到上下结合、形式从分散化到组织化、受“扫荡年”“饥荒年”影响而具有不平衡性等特征;在党委及党报的一系列政治技术及宣传机制运作下,形成了“以中心任务贯穿报道”“以政治意识导向文娱”“以政治气象革新习俗”的宣传面向,凸显出鲜明的革命化色彩和革命化观感,折射出中共政治文化积极介入、改造乡村传统文化的图景。For revolutionary propaganda to be effective, it must take advantage of the right time and path. In the liberated areas created by the CCP, the party newspaper is the main means of mass communication. It took the Spring Festival, the most influential folk festival, as an opportunity, based on the logic and operating principles that are most beneficial to political missions and mass mobilization, and launched normalized media propaganda, which promoted the spread of CCP policies and the creation of a rural revolutionary atmosphere. By investigating newspapers such as Dazhong Daily in Shandong Liberated Areas from 1938 to 1949, it was found that the Spring Festival propaganda of Communist Party newspapers during the eleven years showed the following characteristics: the theme has changed from national mobilization to class mobilization, the perspective has changed from top to bottom to the combination of top and bottom, the form has changed from decentralization to organization, andunbalanced due to the influence of the “year of mopping up” and “year of famine”.Under the operation of a series of political techniques and propaganda mechanisms of the Party committee and the party newspaper, the propaganda orientation of “The central task running through the news reports”, “guiding entertainment with political consciousness” and “innovating customs with political meteorology” has been formed.It highlights the distinctive revolutionary color and perception, and reflects the picture of the Communist Party of China’s political culture actively intervening and transforming the rural traditional culture.

关 键 词：革命宣传 党报 春节 山东解放区 革命动员 

分 类 号：G210[文化科学—新闻学]