摘要
所谓政治营销,就是政党、领袖、组织、团体等为了把自己的政治理念、政策主张等让民众所接受而进行的宣传、教化、灌输。成功的“政治营销”离不开对社会舆论的引领和掌控。在市场经济条件下的新媒体时代,新闻扮演着社会舆论的“领导者”角色,党和政府的“新闻执政”能力便成为衡量其“政治营销”水平高低的重要标尺。新闻发言人制度是“新闻执政”的现实要求,它体现了政府政治营销观念的进步,有益于尊重公民知情权,有助于用权威声音掌控舆论,有利于促进政府决策的民主化。而提高对媒体的领导力则是“新闻执政”的核心,只有实现组织管理能力、宣传创新能力和议程设置能力的不断提高,才能在“新闻执政”的过程中达到“政治营销”的设定目标。
The so-called political marketing is a propaganda of political parties, leaders, organizations and groups, who want the people to accept their political beliefs and policy advocacy. The success of the ＂political marketing＂ is connected with the guidance and control of the social opinion and under the conditions of market economy in the news media time, the news is playing a ＂leading＂ role in the public voice. The ability of the party~ ＂news administration＂ becomes the important benchmark of ＂political marketing＂. The news spokesman system is a request of ＂news administration＂, which reflects the govemment＇s progress in political marketing concept. It is conductive to the respect of the fight of citizens, helpful to the control of the media with authoritative voices and beneficial to the government decision making. To raise the ability in the leadership of media is the core of ＂news administration＂. Only through the improvement of the organizational management and the raise of innovation ability in propaganda and the installed ability in agenda, can the ＂political marketing＂ goals be achieved in the process of ＂news administration＂.
出处
《徐州师范大学学报（哲学社会科学版）》
2007年第2期133-136,共4页
Journal of Xuzhou Normal University(Philosophy and Social Sciences Edition)
关键词
新闻执政
政治营销
新闻发言人
news administration
political marketing
news spokesman
