“大内宣”:民进党当局政治营销新策略  

“Big Internal Propaganda”:A New Political Marketing Strategy of Taiwan's Democratic Progressive Party

作　　者：张晓娴 阎立峰[1,2] ZHANG Xiaoxian;YAN Lifeng

机构地区：[1]厦门大学新闻传播学院,福建厦门361005 [2]厦门大学海峡媒体研究中心,福建厦门361005

出　　处：《台湾研究集刊》2024年第5期95-110,共16页Taiwan Research Journal

基　　金：中央高校基本科研业务费专项资金资助项目“台湾新闻传播研究关键词”(2072021017)。

摘　　要：“大内宣”是中国台湾政治生态新现象,从媒体与政治的关系角度视之,其实质是民进党当局的政治营销策略:其一,建构政绩包装“政治产品”,是为产品营销;其二,诉诸民粹主义制造极化情感,是为情绪营销;其三,区隔选民市场、实施精准化传播,是为目标营销,民进党当局的营销手段明显升级,将政党本身视为营销产品,以“出口转内销”方式打造政党形象,并借大数据技术运作政治权力,民进党“大内宣”试图用行政手段掌控话语权,主导媒体“议程设置”,影响选民决策,使执政资源服务于政党私利,以实现公权力的“私有化”变现,“大内宣”之所以可能且有效,在于它一定程度上迎合了岛内社会心态。“Big internal propaganda”is a new phenomenon in China Taiwan's political ecology.Viewed from the perspective of the relationship between media and politics,it represents a political marketing strategy employed by the Democratic Progressive Party(DPP)authorities.This strategy encompasses three main aspects:firstly,it involves product marketing,which constructs packaged political achievements as“political products”;secondly,it uses emotional marketing,which resorts to populism to create polarized emotions;thirdly,it employs targeted marketing,which distinguishes the voter market to implement accurate communication.The DPP authorities have significantly upgraded their marketing methods,treating the political party itself as the marketing object,building the image of the political party by“exporting goods for domestic sale”,and using big data technology to operate political power.The DPP authorities attempt to use administrative means to control the discourse,dominate the“agenda setting”,influence voters'decisions,and make ruling resources serve the party's private interests to realize the“privatization”of public power.The feasibility and effectiveness of“Big internal propaganda”stem from its resonance with the social psychology of Taiwan region.

关 键 词：中国台湾政治 民进党当局 “大内宣” 政治营销 

分 类 号：D675.8[政治法律—政治学]