冷戰後中共對外宣傳系統的組織與策略：軟實力研究途徑分析

Abstract

摘要 近年，中共開始運用各種人員、新聞媒體對全球發起魅力攻勢，希望透過增加自身媒體的覆蓋率來發揮軟實力與公共外交影響力，以便營造良好的國際輿論環境，並取得與自身實力相匹配的話語權和地位，同時「被動地」反擊來自西方及其媒體的「造謠」與「誣衊」。 然而，歷次驅動外宣工作方針變革的因素並非來自外部，而是由中共政權內部的政治需求所主導。外宣工作體系亦遠比表面上還複雜，商業化、本土化和客製化的外宣策略更是讓中共的外宣機器成為遊走海外、控制各國輿論的巨靈。而中共的軟實力與公共外交不同於奈伊的吸引力和雙向溝通概念，其外宣系統也經常仰賴宣傳、對抗和競爭來洗腦贏心或散佈意識形態。 本研究梳理、分析了可供中共運用的文化、制度和外交政策軟實力，發現外宣系統的魅力攻勢亦非無堅不摧，其在歐美、東北亞和東協國家的外宣努力皆未能爭取到良好的感覺，而這些地區的中國威脅論也持續有升溫、升級的趨勢，顯見外宣成效遠不如中共的預期。即便如此，中共在外宣工作的努力依舊給各界諸多啟示，特別是中共外宣系統所面臨的困境，正好折射出我國的軟實力優勢所在，其外宣策略亦能給我國的國際宣傳工作提供諸多借鑑。

Abstract Recently, the external propaganda system of the Chinese Communist Party (CCP) used various personnel and media to spread its charm offensive worldwide. The CCP exerted its soft power and public diplomacy influence by increasing the coverage of its media. The CCP wants to create a positive international public opinion environment to earn the power of discourse and international status while "passively" counterattacking the “rumors” and “slander” which either targeted China or came from the western world.

However, the significant factor which changes the guidelines of external propaganda work mainly comes from CCP’s regime inside. Its external propaganda system is more complicated than the surface. The CCP’s commercialization, localization, and customization strategies also transformed its external propaganda system into the Leviathan by wandering worldwide and trying to control public opinion. Moreover, the conception of CCP’s soft power and public diplomacy does not match Joseph S. Nye’s theory of attraction and two-way communication. The CCP’s external propaganda system uses propaganda, confrontation and competition to brainwash foreigners and spread CCP’s ideology.

This dissertation analyzed the external propaganda resources of CCP, and pointed out the defects of their charm offensive. In the recent years, CCP’s external propaganda work did not receive positive feedback from Europe, America, Northeast and Southeast Asia. At the same time, the China Threat is still growing in these regions. Even though the efforts of CCP’s external propaganda system and the difficulties it faces are still enlightening the world, which reflects the advantages of other countries’ soft power, its external propaganda strategies can also provide many lessons for our international propaganda work.