中國大陸「八榮八恥」議題宣傳之研究

Abstract

本研究以Jowet與O’Donnell（1999）的宣傳過程模式為架構，佐以文獻探討、個案次級資料、以及深度訪談法，分析「八榮八恥」議題的宣傳，研究發現：議題宣傳，屬於自上而下的「政令傳達」，傳播者以黨的組織、政府機構、教育機構、傳播媒介為主；傳播內容，雖逐漸重視「視覺化」，但內容鋪陳，仍以「教條式」、「典範式」居多；宣傳通路與手段，有較多的創新作法；宣傳的目標對象，具高度「針對性」；但傳播效果仍有限。此外，影響中國宣傳轉變的因素有：政治宣傳控制、傳媒商業化、網路新科技、社會變遷。

This study aims to discuss the performance and the transition of mainland China`s propaganda in the new era by taking the `Eight Honors & Eight Disgraces` agenda as a case study. Based on the framework of Jowett and O`Donnell`s `propaganda model,` this study applies the research methods of literature review, secondary analysis and in-depth interviews to the discussion. The findings are: the communicators of the `Eight Honors & Eight Disgraces` agenda are mainly communist party organizations, government agencies, educational institutions, mass media, publishers, and very few interest groups or individuals; the content style belongs to the traditional written though gradually shifts to the `visual oriented,` which is still `dogmatic` and `exemplary`; although there are more innovative practices in terms of channels and means, and the stratified audience is `highly targeted,` the effect is still limited. In addition, the five factors which affect mainland China`s propaganda transition are: political control, media commercialization, the new technology of the Internet, and the social changes.