西方执政党网络形象塑造研究  

Research on Online Image Building by Ruling Parties of the West

作　　者：赵鸿燕[1,2,3] 王慧瑜 Zhao Hongyan;Wang Huiyu(School of International Relations at the University of International Business and Economics)

机构地区：[1]对外经济贸易大学国际关系学院,北京100029 [2]对外经济贸易大学国家安全与治理研究院,北京100029 [3]对外经济贸易大学公共外交与国际传播研究中心,北京100029

出　　处：《区域国别学刊》2023年第1期37-52,154,共17页COUNTRY AND AREA STUDIES

基　　金：中宣部“四个一批”暨文化名家人才资助项目“全球治理与国家治理若干重大问题研究”;北京市宣传文化系统高层次人才资助项目“‘中国之治’及其国际传播研究”团队的阶段性成果。

摘　　要：在政治传播领域,政党形象塑造是西方执政党关注的重点。随着新媒体技术的出现,人工智能、大数据、云计算的发展,以及媒体形式日益多元化和媒介生态的演变,执政党形象的塑造机制和方式也随之发生变化。本文立足于政治传播视角,从平台、内容、价值观等层面分析西方执政党网络形象的塑造方式,发现政党话语权争夺、媒介多元化、利益集团操控、民粹思潮扩大等因素成为阻碍西方执政党形象塑造的症结。本文由此得出西方执政党网络形象塑造的相关启示,包括:利用人际传播、信息技术来完善网络形象建设,统筹执政党领导人内外网络形象,在网络话语权博弈中培育“意见领袖”,以及推动价值观和民生议题的网络传播等。In political communication,image shaping is a top concern of Western ruling parties.Digital technology has brought drastic changes in communication technology,such as artificial intelligence,big data,and cloud computing.One of the critical problems of image-building is the fundamental change in diversified media forms and the evolution of media ecology.Based on the political communication theory,this paper analyzes the characteristics and defects of the ruling parties’online image from the perspective of platform,content,values,and other aspects.It proposes that the competition for discourse power,media diversification,interest group manipulation,and the expansion of populist thoughts may be the problems that hinder the ruling parties from building a successful image.The paper suggests that the ruling parties in the West could use interpersonal communication and information technology to improve online image building,coordinate the domestic and international online images of ruling party leaders,cultivate“opinion leaders”in the online discourse game,and guide online public opinions on values and livelihood issues.

关 键 词：西方执政党 网络形象 政治传播 

分 类 号：D81[政治法律—国际关系]