The “Li” Political Communication Thought Of Confucianism In The Pre-Qin Period And The Contemporary Value

The “Li” thought of Confucianism is one of the most profound influence factors to Chinese society. Confucius founded the Confucianism, and Mencius and Xunzi extended the Confucianism Theories from different angles. It is valuable to analyze their “Li” political communication thought. It will not only help us to understand their “Li” political communication thought, but also could provide significant advice to contemporary political plight. On the other hand, it also a meaningful part of communication localization.This paper analyses the “Li” political communication thought of Confucianism scholars, who lived in the Pre-Qin Period, through studying on the ancient documents: “Confucius”, “Mencius”, and “Xunzi”. Based on this study, this paper also compares the differences of their thought and manifests their innovations to “Li” political communication thought. Confucius was not the first man who advocated “Li” political thought, while he propagated it to more people. Confucius highlighted the meaning of rectification of names in political communication activities. He believed that the rectification of names not only erected the status of rulers, but also endowed their power; meanwhile it constrained rulers’ words and behaviors. If the rulers follow the direction of “Li” in political communication activities, they can indoctrinate “Li” to the public. Mencius advocated that human nature was good, and utilized this theory to support the feasibility of “Li”. And his “Li” political communication thought included admonishing. Xunzi studied on “name” deeply. He believed that the rectification of names was also a method of guiding public opinion. Xunzi combined “Li” with “law” to adapt the situation of the late Warring States; therefore he opened a new chapter of “Li” political communication thought.At last, this paper discusses the contemporary value of “Li” political communication thought. Some actions could help contemporary political communication activities execute smoothly: improve political communicators’ literacy, pay more attention on ritual in political communication activities, utilize appropriate persuasive words, and guide public opinion through multiple channels.