孔子思想影响巨大,但长期以来人们主要研究孔子的哲学、教育、政治思想等,对于孔子的传播修辞思想却少有论及。实际上,孔子非常重视传播修辞,他的言论广泛涉及到了现代传播的多个方面,比如传播修辞的主体、符号、接受者和传播修辞效果等,文章分别进行了深入阐述。对孔子传播修辞思想的深入研究不仅有助于我们更全面的了解与继承古代思想遗产,还将有助于现代传播修辞学学科的建立。 Confucianism has a tremendous impact, but for a long time people have mainly studied Confucius’ philosophy, education, political thought, and so on. In fact, Confucius paid great attention to spreading rhetoric. His remarks widely covered many aspects of modern communication, such as the main body, symbols, receivers and the rhetorical effects of spreading rhetoric. It is not only helpful for us to understand and inherit the ancient ideological heritage more fully, but also contribute to the establishment of modern communication rhetoric.