propaganda Specifically designed to promote a service-specific issues (agenda, agenda) of the message expression. In the West, the original meaning of propaganda "spread the philosophy of the argument or opinion", but now most commonly on the political context (environment) to use, especially a government or political groups to support the operation. The same approach used for business or product, usually it is called public relations or advertising. 1. Announced to convey. "Three Kingdoms Shu Chi Ma Zhong Chuan": "Yanxi five years, but also North Korea, because to Hanzhong, see Jiang Wan Da Sima, publicity edict, plus thanks to Town Great General." "Northern Qi Sun 搴 Biography Book": " Sun img ﹞ ﹝ can pass Clan language, and publicity orders, when the drama of any trouble, see the reward great weight. "Tang CAO Tang" the word of peace and prosperity "of the two:" propaganda without straw, Baiwu clothes to the sound. "Sung Ming and Qing Dynasties, "recorded after the stag play" Volume: "Although two of the official worship, then the book ends Chengjin Wen, publicity orders, such as the Tang Huanzhe the post." 3. Spread, spread. Lao She, "Rickshaw Boy" Five: "Liu Shoko publicity for the old man did not, but the camel story soon passed into the city by the Haidian to." Zhao "Xiao Erhei marriage" XI: "I just ran out of that little girl and ran out of a promotion, saying that a court's wife, aged five years old, wiping powder, wearing Hua Xie. neighboring women came to see. "Zhao" Meng Xiangying turning over, "Pat:" To his no publicity, outsiders do not know what life there is a wife. "
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Chinese History
xuanchuan propaganda propaganda use of various symbols to spread the concept of certain people's thinking and actions of social behavior. Etymology campaign in the long history of human civilization. Historian Chen Shou Chinese Western Jin Dynasty (233 ~ 297) book "The Three Kingdoms Shu Chi Pang Biography" in the "He is also thought that odd, so the number of military propaganda, that granted Zhu Jiang, Feng Shi said the Italian" sentence shows that the Chinese Eastern Han Dynasty have been to "declare" "Biography" combination in the English word "propaganda" in the root, by planting plants, meets the wooden and forced communication with the modern sense of the meaning of "propaganda," the term originated in 1622 Pope Gregory XV founded "faith Publicity Committee" (Congregation for Propagandingthe Faith), then will be referred to as the Propaganda, which means using a variety of characters through the missionaries, language symbols transmitted teachings. Extensive use of the term propaganda is Reflections upon USA in the second half of the 18th century anti-colonial revolution and the French bourgeois revolution. China in the Hundred Days Reform (1898) and Revolution (1911) period, the "propaganda" has been well known. There are various types classified information. Divided by the content of propaganda, political propaganda, religious propaganda, military propaganda, commercial advertising, science and technology promotion. Promote the use of a variety of promotional tools: publicity among people face to face, to use language, gestures, facial expressions and other promotional means; publicity for the general public, through mass media such as newspapers, magazines, books and other print media and radio, television, Film and other electronic media; theoretical articles, theatrical performances, news reports can be used as propaganda tools; banner, a badge, a uniform, a museum ... ... can become a propaganda tool. Publicity but also by the need to be divided into different levels, such as indoctrination, encouragement, education, persuasion, inducement, criticism and so on. Indoctrination is the ideological and theoretical and values enter the system and continue to strengthen people's minds, rational and systematic of its characteristics. Agitation stress the importance of the argument focused on the specific facts and feelings motivate people to make a strong shock and have consciousness. Education, persuasion, induced both are reasonable. Lise sternly criticized the purpose to be advocates for change in attitudes, thinking and behavior to the needs of the advocates of the direction of transformation and development. Features Despite the publicity can be divided into various forms and at different levels, but they share common characteristics. ① purpose. All advocates are designed to influence the audience to try to make the audience the intentions of action by publicity. ② bias. In the ideological field, the inclination of publicity not only in different classes and strata and groups of advocates of the content of the publicity, but also in the way they are used on. ③ social. In general, the society must promote all classes, all levels, in order to affect the overwhelming majority of the audience. ④ reality. Performance targets in the publicity, promotional materials and publicity, etc., there is no objective reality of publicity and promotional materials, we can not get real publicity. ⑤ Annexed sex. Publicity is often attached to other areas of cultural transmission. News is the most easily attached to the means of propaganda, one of the reasons is the publicity to inform the function of leveraging the information obtained the opportunity to influence the audience; followed news in the form of objective reporting purpose easy to cover up the publicity arising from a subtle effect. Education is also attached to areas of easy publicity, because education is a basic way of human society. People through education and access to the social nature of knowledge, ideas and values the establishment of life, thus instilling high level of publicity that is most likely to play a performance in the field of education. Art is also a good form of propaganda, entertaining, emotionally moving, the effect is significant. Functional information has to inspire, motivate, persuade, guide, and other critical functions, its basic function is to persuade. Through a variety of content and form, to clarify a point of view, to make people believe and follow the action. Proletarian revolutionary teachers attach great importance to publicity work and actively participate in promotional activities, developed to enlightenment, education, and organize the masses for the purpose of the strategic objectives of the proletarian revolutionary propaganda, propaganda and organizations linked to the creation of the theory of proletarian propaganda and publicity form, thus promoting the building of a proletarian political party, promoting human progress and the socialist cause. Elements in the promotion process, all aspects of the following factors in determining the success or failure. ① Establishment propaganda goals. Publicity objectives that advocates hope to launch and bring some kind of social change. Promotional goals _set_, always with the publicity attached to the content of close integration of the field. Such as military propaganda, and its military activities around the goal _set_ting is often the first to stir up hatred of the enemy, boost morale; followed to maintain and the cooperation of allies and neutral, and friendly relations; again for the collapse of the enemy's morale, and so on. Target audience to accept the _set_tings to take into account the possibility, in theory, the importance of people emotionally can cause a sense of belonging. ② sure in or promote the establishment of government sponsored propaganda of political parties, business groups, are generally _set_ by propaganda "propaganda front" so that the status of the initiative sponsors. In capitalist countries, often in a behind the scenes propaganda launched by seemingly neutral "propaganda front" organization to influence the audience. Promotional purposes and content of the socialist countries and the interests of the people of the same advocates to meet directly with the audience. However, any country, _select_ and identify advocacy and promotion agencies, we need to consider or to maintain their image in the audience just before and by the level of trust. ③ determine the appropriate scope of audience. Any publicity is required to determine the appropriate scope of audience. The scope of the audience, according to the purpose of publicity and Content. Usually from four aspects of understanding the audience, the pursuit of publicity value: a. understand the vital interests of the audience, advertising content should be consistent with them; b. understand the audience to accept information on the attitude of favor, neutral, or even with hostility against the different audiences, different modes of publicity; c. understand the environment in which the audience, some of the information is neutral or opposed audience, in a certain environment, social pressure, easy to change attitudes; d. understand the audience to accept the ability and level of advocacy, such as reading capacity, level of understanding. ④ _Select_ the form of promotional materials and publicity. This option should help to promote objectives. The choice of promotional content is usually associated with implementing the principle of reality and, to the audience with scientific, practical ideas and theories as well as specific and vivid factual material, it would be difficult for propaganda purposes. At the same time, the choice of ideas, theories and facts material to be and the interests of the audience, experience and acceptability related. Publicity in the form of _select_ion depends on the content of propaganda and publicity objects, and to ask clear and diversity. Accuracy is expressed in clear, vivid expression of ideas and views, diversity can be repeated in various forms of fresh ideas and views, in order to deepen the audience's impression and memory. ⑤ choose to use the media. Modern mass media is the most effective promotional tool. Quick the media (radio, television, newspapers) likely to influence the audience's view of daily events, slow media (magazines, movies, books) likely to influence the audience's culture and values. Quick impact of mass media audiences more widely. _Select_ promotional media to pay attention to meet specific audience requirements. The rapid development in the mass media era, audiences through _select_ive attention, _select_ive perception and _select_ive memory to deal with serious "information overload" phenomenon, therefore, to propaganda purposes, you must understand and analyze the audience when _select_ing media What most media attention and the most vulnerable to the impact. ⑥ measurement publicity. Campaign is not a one-time one-way communication process, therefore, investigate, measure promotional effectiveness, and constantly adjust the content of propaganda, methods and steps to promote, analyze and eliminate the interference of anti-propaganda (such as misunderstanding, misinterpretation), is one of effective advocacy of important programs. Methods of measuring the effect of publicity, the general epidemic control experiment, survey observation and content analysis, content analysis and to use the most. Content analysis emphasizes the objective, systematic, quantitative way to describe and analyze the content of communication, which speculated that the audience's understanding and responsiveness. Since this method is an indirect means of measurement, so the propagandists have even called for the use of surveys to measure observation, that is, through investigation, extensive understanding of the audience lives, beliefs, values, habits, media _select_ion, in-depth on-site to observe and record the audience reflected on the publicity. ⑦ against the anti-propaganda measures. In the promotional process, the audience may be counter-propaganda of the interference. In measuring the effect of publicity, we should note that there may be factors in the anti-propaganda to take active countermeasures. This is not only after the discovery of counter-propaganda to argue, criticize, and to promote the process of both sides said that the principles of attention, so that the audience has been prevented in the state, can automatically resist counter-propaganda. Publicity is a systems engineering approach in the promotion process, runs through a series of strategic, tactical and methodological issues. Its strategic development, psychological and socio-cultural dynamic to persuade persuade two ways. Psychological dynamic is the result of propaganda to convince people to change the psychological, resulting in a change in behavior; social and cultural persuasion is affected by social and cultural values of publicity, and then create new values, to change the purpose of social and individual behavior. Propaganda during tactical means, promote the attitude from the publicity and promotional content, strength and other major forms of flexibility in the design aspects. Also pay attention to the proletarian propagandist means of propaganda, Lenin had the "indoctrination" and "encouraging" two different ways to compare the publicity, the publicity does not allow cheating the proletariat, but repeatedly stressed that scientific, truth and reality of principle. Advocacy strategy and tactics, but also the field of macro control and management of it can be divided into positive and negative aspects. Positive macro control and management control of the environment, such as publicity, propaganda team organization, coordination of media publicity, which regulate the use of feedback principles, the campaign according to the environment and the audience constantly changes. Negative macro-control management is the use of legal means to suppress the anti-advocacy organizations and the media, prohibition of anti-propaganda emerged, such as the closure of external communication channels, censorship and so on. Effective macro control and management are positive and negative aspects of the appropriate combination, and a positive control and management based. The role of propaganda is a from a variety of classes, a variety of forces involved in social activities to promote the class with a strong brand preference, different classes of publicity, the development of social history and role of different effects. In general, the revolutionary class, the development and expansion, always with a positive campaign. Revolutionary class represents the direction of social development, and thus the total effective use of publicity to promote the social and historical progress to achieve the purpose. History of the bourgeois revolution, whether or emancipation of the proletariat struggle of all mankind, are eloquent testimony to the historical role of this positive publicity. Publicity is also used to stop the decline of class means of social and historical progress, from the medieval monks theocratic feudal system of 20th century fascist rule of the monopoly bourgeoisie, have active safeguarding the use of propaganda means decadent reactionary rule. News is an important form of publicity. Advocates the use of the fact that recent reports place to explain some of the views and ideas, to attract more audience and the purpose for the audience. News and information are information transfer, both the obvious differences between the two, but also to a large extent cross. The combination of information and publicity laws must respect press and publicity laws, by the fact that the audience concerned the spread of the expression of ideas and views, so that the audience willing to accept to achieve the desired results. Bibliography "News of the CPC Working Paper Series", Xinhua Publishing House, Beijing, 1980. Ikeda Germany really was, Park Se-mistranslation: "propaganda war history", Xinhua Publishing House, Beijing, 1984. WJ Severin, James W. Tan Kate small book, Chen Yunzhao translation: "the origin of communication, research and application", Fujian People's Publishing House, Fuzhou, 1985.王中武 Wei
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Encyclopedia
xuanchuan Publicity propaganda Use of various symbols to spread the concept of certain people's thinking and action of social behavior. There are various types classified information. Divided by the content of propaganda, political propaganda, religious propaganda, military propaganda, commercial advertising, science and technology promotion. Promote the use of a variety of promotional tools: publicity among people face to face, to use language, gestures, facial expressions and other promotional means; publicity for the general public, through mass media such as newspapers, magazines, books and other print media and radio, television, Film and other electronic media; theoretical articles, theatrical performances, news reports can be used as propaganda tools; banner, a badge, a uniform, a museum ... ... can become a propaganda tool. Publicity can also be divided according to different levels of need, such as indoctrination, encouragement, education, persuasion, inducement, criticism and so on. Indoctrination is the ideological and theoretical and values enter the system and continue to strengthen people's minds, rational and systematic of its characteristics. Agitation stress the importance of the argument focused on the specific facts and feelings motivate people to make a strong shock and have consciousness. Education, persuasion, induced both are reasonable. Lise sternly criticized the purpose to be advocates for change in attitudes, thinking and behavior to the needs of the advocates of the direction of transformation and development. Features Despite the publicity can be divided into various forms and at different levels, but they share common characteristics. ① purpose. All advocates are designed to influence the audience to try to make the audience the intentions of action by publicity. ② bias. In the ideological field, the inclination of publicity not only in different classes and groups, advocates for the content of the publicity, but also in the way they are used on. ③ social. In general, the society must promote all classes, all levels, in order to affect the overwhelming majority of the audience. ④ reality. Performance targets in the publicity, promotional materials and publicity, etc., there is no objective reality of publicity and promotional materials, we can not get real publicity. ⑤ Annexed sex. Publicity is often attached to other areas of cultural transmission. News is the most easily attached to the means of propaganda, one of the reasons is the publicity to inform the function of leveraging the information obtained the opportunity to influence the audience; followed news in the form of objective reporting purpose easy to cover up the publicity arising from a subtle effect. Education is also attached to areas of easy publicity, because education is a basic way of human society. People through education and access to the social nature of knowledge, ideas and values the establishment of life, thus instilling high level of publicity that is most likely to play a performance in the field of education. Art is also a good form of propaganda, entertaining, emotionally moving, the effect is significant. Functional information has to inspire, motivate, persuade, guide, and other critical functions, its basic function is to persuade. Through a variety of content and form, to clarify a point of view, to make people believe and follow the action. Proletarian revolutionary teachers attach great importance to publicity work and actively participate in promotional activities, developed to enlightenment, education, and organize the masses for the purpose of the strategic objectives of the proletarian revolutionary propaganda, propaganda and organizations linked to the creation of the theory of proletarian propaganda and publicity form, thus promoting the building of a proletarian political party, promoting human progress and the socialist cause. Elements in the promotion process, all aspects of the following factors in determining the success or failure. ① Establishment propaganda goals. Publicity objectives that advocates hope to launch and bring some kind of social change. Promotional goals _set_, always with the publicity attached to the content of close integration of the field. Such as the Army
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English Expression
: publicity, propaganda
n.: advertising, providing information in order to attract public attention, give publicity, desseminate, conduct propaganda, make propaganda for, propagandism, promotion, exploitation, flack, advertisement, ballyhoo