Study And Publicize The Spirit Of Jiao Yulu Three Booms And The Communication Of Chinese Political Culture Changes

Since the 18 th National Congress of the CPC, President Xi Jinping has required the whole party to fulfill the ‘mass line' campaign. Respectively in March and May of the year 2014, Xi selected Lankao County in Henan Province as one of the points of contract and visited there twice to learn and publicize the spirit of Jiao Yulu during the second batch of the campaign. And in the speech entitled To be a County Party Secretary Following the Spirit of Jiao Yulu delivered by Xi, he spoke highly of Jiao's kindness, attitude toward science and reality, his rising to the difficulty and also selfless dedication, which now prompts a learning rush throughout the country.As a matter of fact, from the date of Jiao's death on May 14 th, 1964 and Xi's restressing the significance of Jiao's spirit in 2014, there are three learning and propaganda fevers in total in over 50 years. And the spirit is tightly connected with the contemporary era and political demand every single time, which come out new meanings and different images of Jiao that well reflect the communicational changes of political culture in China. That is to say, Jiao's image starts from birth to work with political propaganda experiencing the communicational changes so as to that the meaning in different periods that the spirit carries as a symbol varies.By historic research method including document analysis, case analysis and field visit, my paper combines those three tides and does deliberate research on how political culture would effect on the formation of Jiao's image in different times. This article focuses on interpretation of the Chinese political culture propagation of changes, specifically mainly in the following four points: Perspective of Communication Steering open from closed, flow of ideas from the deification turned personification spread attitude from radical shift rational and objective, forms of communication from a single preaching steering diversity and fresh. Communication between political changes and Jiao Typical reports of checks and mutual recognition of the relationship: political and cultural changes of restricting the spread of reported deeds Jiao Typical selection, meaning characters and narrative form of the construction; the same time, the typical Jiao advocacy is also the political character of the spread of culture and identity. Typical current situation of declining influence, the author proposes a communication strategy in the New Jiao spirit: a spirit of innovation Jiao distributed in such manner. Such as: civilian perspective, desalination preaching color; prominent personalities advocating pluralistic value orientation; prominent network communication, to strengthen media cooperation. Second, choose the right spirit Jiao propagation mechanisms. For example, the theme of the extract reported to increase the depth; the choice of stories to enhance the realism; to rely on emotional resonance to enhance the affinity. The above proposed method aims only for the new era of how spread the good spirit of Jiao Yulu improve political and cultural dissemination of theoretical reference.