中国共产党“人民至上”理念与实践的对外传播——以政治营销的视角  

Branding CPC’s Concept and Practice of“People Supremacy”Globally:Political Marketing Perspective

作　　者：郭毅 GUO Yi(School of Journalism,Chongqing University,Chongqing 401331,China)

机构地区：[1]重庆大学新闻学院,重庆401331

出　　处：《山西大学学报（哲学社会科学版）》2023年第3期68-75,共8页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社科基金青年项目“百年变局背景下中国对美战略传播转型及路径创新研究”(22CXW008);中央高校基本科研业务费资助项目“计算传播视角下新时代中国核心政治话语海外学术传播研究”(2022CDJSKJC01)。

摘　　要：中国共产党形象的国际传播和全球认同问题,归根结底是中国共产党政党话语的国际传播和全球认同问题。中国共产党坚持“人民至上”的理念与实践,这既是党的百年奋斗史中重要的历史经验,也是进一步增强中国共产党政党形象和政党话语对外传播与全球认同的理想叙事抓手。政党政治营销的理念和原则为中国共产党“人民至上”理念与实践的对外传播提供了一套新的思维体系,具体而言,包括价值交换与文明对话、精准传播、战略传播和政治品牌创建四种思维方式。这一思维体系亦为讲好中国共产党坚持“人民至上”理念与实践的故事,为做好中国共产党政治话语的对外传播工作提供了具体的实践方向。The issue of international communication and global identity of the image of the Communist Party of China(CPC)is ultimately the issue of international communication and global identity of the discourse of the CPC.The CPC’s insistence on the concept and practice of“People Supremacy”is not only an important historical experience over the past one hundred years,but also an ideal narrative focus to further enhance the international communication and global identity of the CPC’s party image and party discourse.The concept and principles of political party marketing provide a new thinking system for the global communication of the CPC’s concept and practice of“People Supremacy”,specifically,the thinking of value exchange and civilizational dialogue,the thinking of precise communication,the thinking of strategic communication and the thinking of political brand creation.This thinking system also provides a specific practical direction for the narrative of the CPC’s adherence to the concept and practice of“People Supremacy”,and for the international communication of the CPC’s political discourse.

关 键 词：战略传播 政治传播 政治营销 政治品牌 对外传播 

分 类 号：G219.2[文化科学—新闻学]