Research On The Political Communication Strategy Of The Practice Center Of Civilization For A New Era

As the foundation of the Party’s governance,the grassroots level can effectively promote the Party Central Committee’s unification of thought and cohesion,consolidate the Party’s ruling base and mass foundation,and promote Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era to go deeper and more practical and effective.The construction of the Practice Center of Civilization for a New Era is an important initiative and effective carrier for the Party Central Committee to carry out ideological and political work at the grassroots level,promote the Party’s latest theories into the grassroots level and consolidate the ruling foundation,which has become a constant focus of debate in academia and business since its introduction.As a platform for the Party Central Committee to spread theories to the grassroots in the new era,the Practice Center of Civilization for a New Era has natural media attributes.At the same time,as a single policy project implemented at central level,it has deeper political considerations.Therefore,the study examines how the Practice Center of Civilization for a New Era can better carry out its propaganda work from the perspective of political communication.The study focuses on the political communication practice of Chengdu New Age Civilization Practice Center,and through field research,the current situation of political communication in Chengdu New Age Civilization Practice Center and the existing obstacles and difficulties are sorted out.At the same time,in order to deeply grasp the influencing factors of political communication in the New Age Civilization Practice Center in Chengdu,the author adopts the research methods combining qualitative research and quantitative research such as participant observation method,rooting theory and questionnaire survey method,and constructs a model of influencing factors of political communication effect in the New Age Civilization Practice Center based on social cognitive theory and communication effect ladder theory structure,and relies on SPSS and AMOS to conduct empirical statistical analysis.It was found that the most significant political communication effect of the New Age Civilization Practice Center currently lies in the improvement of the audience’s political cognition.Due to the short construction period of the New Age Civilization Practice Center in Chengdu,and the change of political attitude and political behavior is a longterm cultivation process,the role of the New Age Civilization Practice Center is slightly weak in influencing the audience’s political attitude and political participation.Among the influencing factors at the environment level,information quality and public services play a crucial role in the effect of political communication,followed by peer groups and media propaganda.Among the individual-level influencing factors,political efficacy,as the most dominant mediating factor,participates in the entire influence path of political communication effects and has a strong positive influence on it,and as a result expectation and media contact mainly have some influence on the audience’s political cognition.Finally,the article takes the three levels of social cognition theory as the research dimension of political communication strategy,and takes into account the reality of civilization practice center in the new era,and condenses the three basic directions of political communication strategy of civilization practice center in the new era from the key influencing factors of political communication effect,namely: optimizing the communication environment and promoting the overall quality of political propaganda;focusing on personal guidance and actively communicating to seek political consensus;enhancing the communication effect and Focus on political marketing theory practice,with a view to providing reference for the new era civilization practice center to better carry out political communication,carry out grassroots theory propaganda work,penetrate theory into people’s hearts and inspire people to actively participate in socialist modernization construction.