| As the process of economic globalization continues to advance,the world pattern is also developing towards multipolarity.Economic,political and cultural exchanges between countries are becoming more frequent.Developed capitalist countries use their strong communication power to spread their superior culture to the world,causing identity crisis in the cultural importing countries.As a unique propaganda tool in China,typical figures have played an important role in spreading core social values and promoting social integration since their birth.It is worth exploring whether it is feasible to promote national identity through the propaganda of typical figures,and what factors can play an advantageous role in the propaganda process of typical figures.This paper borrows Lasswell’s "5W" communication model,and uses Zhang Guimei’s series of propaganda reports as a basis to explore what factors affect the national identity of the audience in the four dimensions of the propaganda of typical figures: communicator,media,content and audience.The study found that nearly 90% of the interviewees had viewed Zhang Guimei’s reports,and most of them had positive opinions about the reports.The demographic variables of gender,age,and education have little influence on the association with national identity.The professionalism and popularity of the communicators in the publicity of typical figures were significantly and positively correlated with national identity;the richness of the content,the richness of the reporting method and the richness of the content quality of the publicity of typical figures were positively correlated with national identity;the media used in the publicity of typical figures were positively correlated with national identity;the information reception and information processing of the audience were also positively correlated with national identity.The regression analysis of each factor and the level of national identity of the audience shows that the contribution of typical figures’ propaganda disseminators,content,media use and audience characteristics to the change of national identity is 20.1%,28.7%,15.1%and 19.3%,respectively.From the correlation analysis and regression analysis,it is known that the content dimension,the communicator dimension and the audience dimension are the key success factors of the typical person propaganda affecting the level of national identity.Through further analysis and mining of the data,it was found that different sub-dimensions in the dimensions of communicator,media,content and audience attributes of typical figures’ propaganda have different impacts on the level of national identity of the audience.The paper proposes targeted strategies to improve the impact of different dimensions.In the communicator dimension,it is proposed that communicators should take advantage of their popularity and professionalism to improve the level of audience national identity;in the media dimension,it is proposed that superior media should be selected and content should be pushed during the time when audiences are browsing news and information on a daily basis;in the content dimension,audiences have higher requirements for content richness,both in terms of content quality,expression and content itself.This requires communicators to deepen the content,improve the quality of content,and choose the expressions that audiences like to disseminate;at the audience reception level,the audience’s own characteristics will bring about different effects of propaganda of typical figures,requiring communicators to provide personalized content for audiences with different information reception and processing styles and improve audience media literacy to optimize the impact of typical propaganda on audiences’ national identity.The impact of typical propaganda on the audience’s national identity. |
