“软宣传”的兴起、特征与效果——基于2009-2023年主流媒体与政务新媒体的大数据分析  

The Rise of Soft Propaganda:A Big Data Analysis of Mainstream Media and Government Social Media Accounts(2009-2023)

作　　者：张开平 孟天广 黄种滨 Zhang Kaiping;Meng Tianguang;Huang Zhongbin

机构地区：[1]清华大学社会科学学院 [2]中国社会科学院社会学研究所

出　　处：《新闻与传播研究》2023年第12期86-103,128,共19页Journalism & Communication

基　　金：国家社科基金青年项目“基于移动互联网的政府公共关系优化研究”(项目编号:19CZZ038)的阶段性研究成果。

摘　　要：数字时代主流媒体向社交媒体场域的延伸与媒介形式的融合催生了宣传的迭代。基于2009至2023年全国94家主流媒体与政务新媒体的逾702万条微博数据的研究发现,过去十余年间主流媒体在新媒体场域呈现“软宣传”趋向。内容生产呈现亲民和服务属性的强化,正能量新闻比重稳步提升。宣传话语和形态发生迭代,情感动员、网络流行语和话题标签等传播方式形成了突出价值判断的政治话语。融合文字、图片和视频等媒介形式有助于更敏捷地传递主流价值观,形成传播力更强的新媒体宣传矩阵。亲民化报道显著提高了媒体与公众的互动,融媒体的使用提升了媒体的综合影响力,软宣传的传播效果存在异质性。基于社交媒体的“软宣传”在理念、话语和传播方式上与传统的“硬宣传”具有显著差别,体现出国家信息能力和濡化能力在数字时代的适应性提升。The increasing integration of state media and government-operated accounts into social media platforms has given rise to a new paradigm in digital propaganda.Drawing upon a computational analysis of 7.02 million Weibo posts retrieved from 94 Chinese national media outlets and government accounts from 2009 to 2023,we identify a predominant manifestation of"soft propaganda."We provide a theory of soft propaganda,which entails the amalgamation of political news with people-oriented reporting,with a steady increase in the proportion of positive news.Soft propaganda encapsulates ideologies in publicfriendly tones,frequently presented as appeals to emotion,hashtag mobilization,and slang.Soft propaganda is often delivered in integrated media formats,including text,images,and videos.The result is an enhanced new media propaganda matrix.Empirical findings indicate that integrating political news with public-friendly discourses is effective in boosting the interaction between media and the public.The use of integrated media increases the overall influence of propaganda albeit with heterogeneous effects.The study demonstrates an evolution in paradigm for propaganda in the digital era,encompassing comprehensive changes in content,discourse,and media format.This new paradigm differs from the traditional"hard propaganda"that emphasizes seriousness,authority,and indoctrination.It reflects an adaptation in Chinese state information capacities and an improvement in persuasive skills in the digital era.

关 键 词：宣传 政治传播 社交媒体 主流媒体 计算传播学 

分 类 号：G206[文化科学—传播学] D63[政治法律—政治学]