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在2013年“8·19讲话”中,习近平同志强调,最上乘的宣传是“看不见的宣传”。从传播学的视角对这种“看不见的宣传”进行深入研究和剖析,对我们掌握意识形态领域主导权,加强话语引导力有重要意义。本文从概念的出发点、传播导向、受众意识、话语表达形式、特点特征、发展趋势等6个方面入手,提出了坚持党性人民性统一、突出个体意识、注重形象表达、隐性显性兼具、融通中国内容和国际视野等意识形态建构的现实路径。
In 2013, “8/19 Speech,” Comrade Xi Jinping emphasized that the best publicity is “invisible propaganda.” In-depth study and analysis of such “invisible propaganda” from the perspective of communication studies is of great significance to us in grasping the leading position in the field of ideology and strengthening the guiding force of discourse. This article starts with six aspects: the starting point of concept, communication orientation, audience awareness, discourse expression form, characteristic features and development trend. It puts forward some suggestions to maintain the unification of party spirit, highlight individual consciousness, Melt the reality path of ideological construction such as China’s content and international perspective.