Communication Campaign In The New Era

Professor Chen’s research directly contributed to this study,which is a long-term effect detection on the case“50th Anniversary of the War of Resistance against Japan and the World’s Anti-Fascist War”.As a research result of social mobilisation and post-open and reform China,the analysis of the three communication campaigns are of great value.The environment about the 50th anniversary case is very complex,both at home and abroad.In the late 1980s,there was a temporary social unrest domestically,and the collapse of the Soviet Union and the upheaval of Eastern Europe have occurred abroad.So how to remedy the gap between the idealism needed by revolution period and pragmatism needed by market economy period is a great trouble in front of everyone.Based on this environment at home and abroad,Chen applied grounded theory to analyze the 50th anniversary case,she found that the spread of communication campaigns in new period have different mechanism and effect compared with the previous social mobilisations with mass media playing specific role.After two decades’change in the international environment and profound changes taken place in the domestic environment,the post-reform Chinese society has been confronted with new development and new problems.China as a huge social site has important research value.The international environment is changing rapidly,Japanese political right deviation continue to enlarge,especially Japan rammed through the new security bill on September 19,2015.A series of action aimed at a normal and military country caused worldwide attention;Japanese society also goes to right deviation gradually,except for actions aimed at glorifying the history of aggression,normalizing and militarizing the country.The east Japan earthquake in 2011 and some other external events also caused Japanese social insecurity,so it is normal that Japanese national mentality has changed gradually.US-Japan alliance has also changed with the United States boosting its global war on terror after the Sept 11th terrorist attack,the US-Japan relation at this stage has changed from Japan’s subordinate status in US-Japan alliance to mutual beneficial strategy,and this has also posed threat to the situation of the Asia-Pacific security.The domestic environment has also changed dramatically,the reform has entered into the deep water zone,the society is in transition period and the problems are becoming more and more intractable.Although China has successfully passed the financial crisis and the total GDP has reached the second largest in the world,the economic structure needs to be adjusted,the transformation and upgrading of the industry also needs to take into account the people’s livelihood.In this period,the interests of every aspects are prominent,and various of conflicts have become hot spots of public opinion through the Internet,which makes it more difficult for governance.Media technology has increased by leaps and bounds in the last twenty years,the change not only affects the communication,but also easy to cause change of ways of thinking.So how to avoid the information hegemony under the globalisation background and avoid the negative impact of it is also related to the mainstream ideology security and the ruling status of the CCP.Based on the literature review of the research,this research is going to apply the case study method,the logic of grounded-theory,and borrow the analysis framework from Chen to analyze the 70th anniversary case,which is also trying to find out the different communication mechanism and the communication effect compared with the previous social mobilisations and mass campaigns.I also hope that this research can provide a new sample for the localization of communication and development in China.The research contains five parts,Chapter 1 focus on the origin of the issue and the research question,and Chapter 2 defines the research framework and research method based on related literature review.Chapter 3 carries out detailed summary of the 70th anniversary based on different time nodes,this long-term process consists of 4 parts,they are awakening memory,activating memory,sublimating memory and extending memory.Chapter 4 interprets the function of media,the media heightened the heroic epic of the great nation and made two conceptions stand out,one is the Main Battlefield of the East and the other is the Mainstay—CCP,and it brings out the crucial point that there are various of ways to shape collective memory.Chapter 5 deals with changes between 70th anniversary,social mobilisations and mass campaigns in different periods,which contains five angles—the goal,process,mechanism,characteristics and effects.I find that compared with the past,the 70th anniversary case shows diversified tendency in the communication target,it not rigidly adhere to a spiritual or practical goal.This tendency conforms to the development of the domestic and international environment,meets the expectation of the audience,and more conforms to the characteristics of the strategy of shaping the national identity.The process of communication no longer rely on the declaration of an official organization,a leader or an official media as the beginning of communication campaign,instead,it goes on through a long period of infiltration.By this way,the communication campaign is a long-term process without losing its focus,and it makes media events during its significant time nodes.In summary,this process contains different periods in which an atmosphere was created naturally and it witnesses the formation of collective memory and promotes the integration of the nation.The transition from penetration to identification of communication mechanism reflects the change of the ruling ideology of the ruling party under the domestic and foreign environment and the changes of media technology,also means that different organizations work more closely and the propaganda network functions more sophisticated.In this case,both traditional media and new media have produced a large number of special columns and related plates which are rich in content and prominent in characteristics.The traditional media create a number of heavyweight columns and plates with their respective advantages,the television media creates a high-profile media event in the Victory Day,they all attract the audience in the long period.The new media carry out reports in various forms,and diversified channels of communication have been carried out with micro-blog,WeChat,App and other carriers.Among them,the traditional media websites rely on their maternal resources to make sure that content is king,while commercial media websites mainly rely on their own characteristics and play their special skills to achieve“having what others don’t have and being better than what others have".The ultimate goal of the mass campaign should be development,"development" means the comprehensive development and liberation of human,this concept can also be confirmed in the expressions made by the ruling party.This communication campaign completes the spread of the knowledge through the use and interpretation of historical resources,and it conveys to the audience the knowledge of 14 years of war of resistance.This not only make the audience receive a subtle education in a long-term process,but also completes the spiritual guidance of the audience.The campaign of communication not only improves the integration of the nation,but also is an attempt by the ruling party to shape the mainstream ideology of the society and consolidate the legal status of its own.The research deals with a long-term communication campaign,it catches the differences and heritages of the case based on mass information.Researcher can’t do much presupposition before involving into the case because of the case study method and the logic of grounded theory,so it is objective and fair to reach a conclusion depended on the mass information collected.You can also take this case study as a succession of social mobilisation and development of country.I also take this case as en effort made by the CCP to consolidate its ruling position by constructing main social ideology.