- 學位論文
中國共產黨的宣傳策略與宣傳效果: 基於共青團中央知乎內容的分析
CCP Propaganda in online forums: Analysis of the Behaviors and Effects of the CYL on the social media platform Zhihu
摘要
隨著網路與社交媒體的發展，傳統主流媒體不再是政黨宣傳的重要場地，如何 使用新媒體有效地進行政治傳播是當下各國政黨需要思考的問題。多樣化的網路平台 也對政黨的宣傳策略提出了新的要求，照搬傳統思維無法適應新環境，且不同平台也 需要因地制宜的策略。那麼政黨該怎麼做呢?與微博不同，知乎是一個線上問答平台 ，用戶可以根據自己的興趣提問，也可以回答相關的問題。那麼，政黨會挑選哪些問 題呢?他們又會怎麼回答呢?其宣傳是否有達到相應的效果呢?本文以共青團中央在 知乎的問答內容為主，並抓取其粉絲、評論者的相關信息，以回答上述問題。 研究發現，共青團中央在知乎的行為可以分為兩個階段，“公共討論”(2016年 至2019年)與“內化影響”(2019年後)，在2019年後，共青團中央回答問題與發布文 章的數量逐漸變少，取而代之的是及時性想法的發布，從積極參與公共討論，過渡到 針對性較強的粉絲影響;其回答的問題，則包含兩種類型，“社會熱點”與“日常問題”， 法律是共青團中央在回答社會熱點時的利器，在宣法、普法的同時，也對潛在的犯罪 具有一定的威懾性;黨的故事則是日常問題的重點，通過敘述特定黨員的貢獻與黨在 中國發展的領導作用，來強化黨的權威與正統地位;除此之外，在共青團中央的回答 中，軍事力量是敘事重點，其次是歷史問題、青少年保護與發展、以及社會事件與社 會文化。 共青團中央的宣傳效果有限，只有特定的內容容易引起知乎用戶的討論，其中 包括民族主義事件(例如香港反送中事件)、國家建設、宗教問題、以及娛樂明星的 毒品濫用，而法律具有一定的說服力，能夠刺激用戶為其內容點贊。此外，數據表明 ，共青團中央的粉絲並不活躍，在抽取的樣本中，14.5%的用戶是僵屍粉，僅有5.7% 的用戶是活躍的;在評論者中，特定話題不允許出現異議，包括香港反送中事件與二 戰日本侵華，共青團中央的觀點得到絕對的支持;但在其他內容中，約有14%的評論 者反對或排斥共青團中央的觀點，他們討論的話題包括言論自由、防火牆、審查制度 等。除此之外，在共青團中央的評論社區中，往往是以中心用戶為主的放射狀連結， 用戶與用戶之間的聯繫較弱，缺少深度的討論。
並列摘要
Social media, the online public sphere, has played an important role in political propaganda. They are different from the traditional media and different types of social media have their own characteristics, which request the party to use different propaganda strategies. This thesis explores the behaviors of Communist Youth League Committee of China (CYL) on the Zhihu platform. Zhihu is a question-and-answer platform where users can ask and answer questions based on their interests. Therefore, how does the CYL propaganda on the Zhihu? What kinds of strategies does it use and how about the propaganda effect? We answered these questions based on data from the CYL, its fans, and commenters. We found that the behavior of the CYL can be divided into two periods: “Attraction” (from 2016 to 2019 ) and “Weibo-lization” (from 2019 to 2020). After mid-2019, the number of answers and articles has decreased, while the number of ideas has increased. It represented that the CYL has changed its main task on the Zhihu, from joining public discussions and attracting strangers to affecting its fans; The CYL answered two types of questions, “Social Hotspots” and “Daily Problems”. The CYL used the law to persuade users in social hotspots and told historical stories of the CCP to legitimize the authority; then, in the contents of its answers and articles, military powers is the key point, followed by youth protection and development, and social issues and culture. The propaganda effect of the CYL on the Zhihu is limited because only certain topics have a positive relationship with the support rate, including nationalism, national constructions, religion, and drug abuse. Users are more willing to like the content when the CYL cites the law or the comments of lawyers. Besides, the fans of the CYL are inactive, because in the randomly selected sample, 14.5% of users are zombie fans and only 5.7% of users have actions like answering questions; Commenters have no objections on several topics, such as the anti-extradition movement in Hong Kong and Japanese aggression in World War II; But for topics related to the Internet firewall or the censorship, 14% of users opposed the CYL or even the CCP; Finally, we found that the community of commenters is built on the core users, and there is almost no connection between other users, representing the discussion of these users is a one-time, rather than in-depth conversation.