An Exploration Of The Transformation Of Communist Party’s Publicity Department Functions

Taking the China Communist Party’s Publicity Department --which is the ruling party’s publicity department under the current Chinese political system--as the research target,this paper carrys on a investigation about the function change.To be clear,This paper only discusses the commen functions of the Central Publicity Department and the local middle publicity department.Through the method of comparison of the functions and concepts,this paper proves that the publicity department is an important subject which can not be ignored in the political restructuring and institutional reform,and the Publicity Department has urgent demand to the function transformation.Besides,based on the elaboration of related research from Abroad and domestic academia,the paper proves the lack of research achievement and literature,and analyzed the reasons.This paper deeply analyzes the basic functions of the Communist Party’s Publicity Department,including the publicity’s meaning under the background of a leading party,the official definition of the Publicity Department,the history of the Publicity Department,and put foward that "the publicity department is a tool that leading Party uses to publicize all their ideas in a certain range through various means" and "as a tool of ideology,The publicity department’s development is positively correlation with the unification degree of the party’s Ideology".Through the analysis of the main functions and the actual utility and value of the publicity department,this paper puts foward that "the main contribution of the Publicity Department, is to continuously improve the political legitimacy of the ruling party,and make the public ipinions promote social development and implementation of national strategies".This paper analyzes the constraints to the publicity department’s "troika"--ideology inculcation,social public opinion guidance,political theory research--In today’s social environment.According to the dilemma of ideology inculcation,the paper discusses the Value deviation of the symbol of "Lei Feng",the diversified competition in the Internet Age, the awkward position of the official new media,and the Strong occupation of we-media;according to the social public opinion guidance,the paper discusses the political trust difficulties and the dilemma of dimensional stability;according to the study of political theory,the paper discusses the difference between reality and theory and the challenge from the progress of the times to the old publicity.Based on the above,the paper summarizes that the current publicity department lacks "the ability to tell a story",the fashion sense of the political lives.the professional ability,the maneuverability of theory,and faces the dilemma of political identification and Excessive defense.Based on those dilemmas,this paper tries to find the path of reform with innovation and feasibility.The paper discusses the America experience in the publicity function construction,including that if the parties in USA have propoganda functions or not,and how the interactive relationship goes between political parties and the media USA,and whether the media receives American’s ruling power constraint,and how to achieve the American public opinion supervision functions,and how the citizen education goes in American.Then the paper Introduces the public relations theory,and elaborates the significance of the public relations theory to the publicity function settings.The paper also discusses the experiences from the Hong Kong police and the companies.Based on the above,the paper gets the ideas about weakening,transfering,outsourcing some functions,as well as adding,merging, aggravating some functions.In addition,this paper also put forward further ideas:from the organizational structure perspective, the publicity department must change from vertical structure to flat structure,to become more conductive for the dissemination;from its own position angle,the publicity department must change from guidance mechanism to service mechanism,to become easier to communicate with the public communication;from the ability construction angle,the publicity department must outsource a part of professional functions to a more professional and marketable team,in order to achieve maximum benefit of propoganda using the same cost;from its growth angle,the publicity department must do "subtraction",including transfer and merger some functions,and focus on the core function,in order to catch the core target.Only the function transformation of publicity department progress, the leading party’s publicity work could be more effective;only the leading party’s publicity work is more effective,the "political trust" and the "public recognition" could be improved;only the "political trust" and the "public recognition" is improved,the political legitimacy of CPC could be effectively enhance.If the tentative plan of the reform of this paper could be realized,the relationship between the publicity department and the radio and television administrative departments,the media, the Organization Department,Chinese Communist Party School,and the public,and so on,would be facing a brand new situation which was unprecedented.The publicity department would be re-entered the social spiritual life,no longer as a manager but more as a provider.