政治传播中的'萌'宣传现象探讨——以'群众路线'系列动漫为例

摘要

近年来,以动漫等为代表的"萌"宣传已经成为中国官方开展政治传播的重要方式.本研究以"群众路线"系列动漫为个案,探讨其在政治内容表达、形象塑造和语言运用方面展示出的"萌"特色,以及"萌"宣传的社会影响力."萌"宣传的成功对当前的政治传播具有启发性,也提醒我们在年轻的网民中进行传播,一定要有"萌"思维.%In recent years,the government has often taken the advantage of animation to carry out its propagan-da. This study uses the Mass Line series of animation as an example to explore its Moe( a Chinese character with the meaning of budding,now indicting a person's inner consciousness and outside confusion)characteristics in political contents,image-building and language using,as well as its social influence in propaganda. The success of Moe propaganda has an inspiration to the current political communication.