政黨宣傳本質上是一種政黨為達成政黨目標、維系與宣傳受眾的關系、適應所處環境不斷變化而進行的信息傳遞行為。在政黨領導的國家,宣傳也是一種領導方式和管理行為,在政黨的合法性建設、穩定性持續與應對風險三個方面發揮著重要的作用。中國共產黨的政治宣傳在戰爭時期、建國時期、改革時期和轉型時期呈現出不同的宣傳范式。新時期黨的宣傳面臨著來自環境的新挑戰,需要創新宣傳模式。

Political party publicity is essentially a transmission of information that a party employs in order to maintain relations with their audiences,as a means to achieve its political goals.In a party state,publicity also serves as a way of leadership and management practices,in a way that it plays an important role in upholding legitimacy,sustaining stability and tackling risks.This study analyzes characteristics of the political party publicity in its four historical periods.The emerging problems and challenges of political party publicity in a new era,and ways how the political party could reform its publicity mode are also discussed.