作为政治传播实践的新书推广策划——马克思和恩格斯的广告宣传策略探析  

New Book Promotion Planning as a Political Communication Practice

作　　者：葛在波 荣雪燕 Ge Zaibo;Rong Xueyan

机构地区：[1]岭南师范学院文学与传媒学院,广东湛江524048 [2]四川大学文学与新闻学院,四川成都610064

出　　处：《传媒观察》2023年第10期41-45,共5页Media Observer

基　　金：国家社会科学基金后期资助项目“唯物史观视域下的广告批判研究”(19FXWB005)的后续研究成果。

摘　　要：马克思和恩格斯认为,广告可以被用来推广自己的论著、传播革命思想,但这一观点还不太为人所知,相关的研究成果不多。本文研究了这方面的一个具体案例,即1865年,恩格斯在马克思的策划和支持下为自己的小册子《普鲁士军事问题和德国工人政党》写广告,马克思本人也为恩格斯的新书写广告,取得了明显的传播成效。马克思和恩格斯这一政治传播的经验,丰富了马克思主义新闻观的内涵,也对我们的新闻实践有很强的现实指导意义。Marx and Engels,prominent figures in the realm of revolutionary thought,held the belief that advertising could serve as a means to promote their works and disseminate revolutionary ideas.Surprisingly,this aspect of their engagement with media remains relatively obscure,with limited research dedicated to exploring it.This article delves into a specific case within this context,examining an incident from 1865 where Engels composed an advertisement for his pamphlet titled"The Prussian Military Questions and the German Workers'Party,"with the strategic planning and support of Marx.Additionally,Marx himself authored an advertisement for Engels'new book,which proved to be a resounding success in terms of communication.The invaluable political communication experiences of Marx and Engels contribute significantly to the broader understanding of the Marxist perspective on journalism.These historical insights hold substantial practical relevance in guiding contemporary journalism practices.

关 键 词：马克思和恩格斯 政治传播 广告 《普鲁士军事问题和德国工人政党》 马克思主义新闻观 

分 类 号：A811[哲学宗教—马克思主义哲学] A1[文化科学—传播学] G206