Luo Zhikai and Lin Bohai: Exploring the Improvement of Discourse Effectiveness in Ideological and Political Work in the New Era

Since the 18th CPC National Congress, the Party Central Committee with Comrade Xi Jinping at its core has attached great importance to ideological and political work. It has successively convened the All-Army Political Work Conference, the National Conference on Ideological and Political Work in Colleges and Universities, the Symposium for Teachers of School Ideological and Political Theory Courses, and the National Conference on Public Communication and Culture, among others. General Secretary Xi Jinping has delivered important speeches and issued key instructions, providing the fundamental follow-through for successfully conducting ideological and political work in the New Era. In conjunction with the requirement to "construct a discourse system with its own idiosyncratic characteristics" proposed by General Secretary Xi Jinping at the Symposium on Philosophy and Social Sciences, we reflect on optimizing the ideological and political work discourse system from the triple dimensions of discourse objects, discourse content, and discourse subjects. We must grasp the typical habits of the discourse of the objects of ideological and political work, refine new types of discourse that are easily understood and accepted by these objects, clarify the subjective responsibility for promoting the governance of ideological and political work discourse, and enhance the relevance, affinity, and appeal of this discourse, thereby further boosting the efficacy of ideological and political work in the New Era.

I. Accurately Grasping the Typical Habits of the Discourse of Ideological and Political Work Objects

In the New Era, the objects of ideological and political work exhibit social characteristics such as accelerated generational differentiation, a highly educated population, and the emergence of new types of occupations. This places requirements for segmentation into different audiences, strata, and groups, necessitating an improvement in the relevance and precision of ideological and political work discourse.

1. Understanding the receptive discourse favored by the objects of ideological and political work. Ideological and political work is a process wherein the subject uses various forms of discourse—such as texts, sounds, images, and symbols carrying ideological and political educational functions—through methods like instillation, communication, and inspiration to ensure the object internally accepts and identifies with the relevant content and consciously transforms it into external behavior. Within this, whether the discourse "sounds good" ^[1] and can be accepted by the object is the primary factor affecting the effectiveness of ideological and political work. On the one hand, one must deeply analyze the cultural level, psychological characteristics, and ideological state of the discourse objects to understand what discourse they like to "hear," and then target "what to say" accordingly. On the other hand, one must select appropriate instillation or propaganda discourse, or communicative and heuristic discourse according to different groups and contexts. One cannot rely on "forging a single master key of discourse" to unlock the "ideological heart-locks" of different objects. At the same time, it must be noted that "playing to their tastes" does not mean blind pandering; one must be particularly vigilant against the "pan-entertainment" ^[2] tendency. A "pan-entertainment" discourse mode will dissolve the seriousness of ideological and political work, undermine the integrity of Marxist ideology, weaken the function of ideological and political work discourse, and reduce the levels of acceptance and identification.

2. Analyzing the expressive discourse preferred by the objects of ideological and political work. Currently, the social division of labor is becoming increasingly refined. Everyone exists within a complex network of social relations, intertwined in various industry circles, professional circles, interest circles, and circles of friends. Various types of jargon and "circle-speak" differ greatly in style, and discourse expression is multifaceted. "The way the elderly speak is clearly different from the way the young speak, and how men speak is not entirely the same as how women speak. There are also differences in how people speak in formal versus informal settings; these variations in language are clearly internally linked to social factors such as age, gender, and environment." Some people like to say things ironically, some say things in reverse, and there are "meanings beyond the words" and "overtones beyond the string." ^[3] Additionally, attention must be paid to non-textual linguistic expressions, such as body language, performance art, specific symbols, and internet emojis, which contain richer emotions and are easily sought after by the masses. Therefore, we must deeply investigate the expressive behavior, preferences, and habits of discourse objects, and analyze the true meaning behind why they like "how to speak" and "speaking this way," so as to use the expressive discourse they "love to see and hear" ^[4] to achieve the goal of "using one specific key to open one specific lock."

3. Mastering the active discourse favored by the objects of ideological and political work. "Language is practical, real consciousness that exists for other men as well, and only therefore does it also exist for me." Discourse is the "richer and more complex concrete social form resulting from the combination of language and speech." The most important element in discourse is "discourse power" (yulü)—the "actual social force of discourse to influence people and society"—which is also where the vitality of discourse lies. Discourse is the expressive symbol of practical activity, praxis is its essential attribute, and discourse power is the active strength of discourse. Discourse lacking this power cannot become appealing discourse. "What to say" and "how to say it" must ultimately be implemented in "how to do it"; that is, both discourse content and discourse expression must serve discourse action. Fundamentally, ideological and political work is the work of "doing people" [doing work on humans]. It is about making people "be convinced in word, heart, and faith" through reasoning. We must explore active discourse that is deeply liked by the masses, easily mastered by them, conducive to their participation, possesses profound discourse power, and can provide theoretical guidance for the masses.

II. Refining New Types of Discourse Easily Understood and Accepted by the Objects of Ideological and Political Work

Ideological and political work in the New Era should focus on improving the "supply quality" of discourse content and innovating discourse forms. It is necessary to do a good job of discourse transformation, make good use of internet-based intelligent media, and integrate theory with practice. We must seek out educational discourse that is understandable, propaganda discourse that is relatable, and active discourse that is actionable, refining new types of discourse that are easily understood and accepted by the objects of ideological and political work.

1. Executing discourse transformation and meticulously organizing understandable educational discourse. First, transform "political discourse" into "life discourse" that is close to daily life. In the New Era, the Party's theoretical innovation has developed rapidly, producing new political terms such as the "Chinese Dream" and "comprehensively and strictly governing the Party." We must be adept at transforming this "political discourse" into "life discourse," such as "the great rejuvenation of the Chinese nation is definitely not something that can be achieved easily by simply beating drums and clanging gongs," ^[5] or "striking tigers, swatting flies, and hunting foxes," ^[6] to educate the vast number of Party members and cadres that they must never entertain the idea of "taking a breath or stopping for a rest." Second, transform "theoretical discourse" into "mass discourse" that is close to the people. General Secretary Xi Jinping pointed out: "To uphold and develop socialism with Chinese characteristics in the New Era, we need a large number of talents who can explain the Sinicization of Marxism well, using discourse that the masses can understand and relate to, letting the Party's innovative theories 'fly into the homes of ordinary people.'" ^[7] In particular, we must innovate the discourse content and dissemination methods for preaching in rural areas, transforming the Party's theories into local rural discourse that villagers can understand, guiding the masses to unswervingly listen to the Party and follow the Party, and promoting rural modernization within the coordinated development of urban and rural areas. Third, transform "academic discourse" into "work discourse" that is close to reality. Academic research should focus on the key, difficult, and hot points of ideological and political work, taking root downward to "be grounded" ^[8] so that "academic discourse" can "emit heat" ^[9] upward, and then transform it into "work discourse" that is close to reality and "full of life." Only then will there be the "confidence" ^[10] to persuade the masses. Fourth, transform "internet discourse" and "reality discourse" into "popular discourse." Ideological and political work takes place in both virtual and real fields; we must break down discourse barriers and use easy-to-understand language to educate and inspire the masses. General Secretary Xi Jinping’s frequently used "roll up our sleeves and work with added grit" ^[11] is a classic example of "internet discourse" and "reality discourse" being mutually transformed into a "pleasant to the ear" golden phrase.

2. Utilizing internet intelligent media to precisely deliver relatable propaganda discourse. First, seize the "mainstream" and promptly occupy new strongholds of internet ideological and political work. We must follow the internet-based mass line, accurately finding the masses at high-ground sources of traffic and low-lying points of convergence, paying particular attention to new media platforms known as "traffic kings" and "follower magnets." Relevant departments should promptly establish a presence on such platforms, take the initiative to occupy these new strongholds, and precisely deliver propaganda discourse to the active areas of the "ideological brains" of the masses. Second, lead the "trend" and shape a new image for internet ideological and political work discourse. We must establish new propaganda concepts for the era of intelligent media, innovate content forms, and take the initiative to create "traffic," attract "fans," and lead the "trend." For example, with the help of artificial intelligence, synthesis technology, and virtual simulation, we can use 3D animation, short videos, and AI anchors to package rigid "political discourse," profound "theoretical discourse," and obscure "academic discourse" into vivid new-style propaganda discourse. Third, block "counter-currents" and clear away the discourse filth that disrupts the order of cyberspace. In the internet age, the volume of information is growing exponentially, and various harmful information, noises, and ideological "counter-currents" are attacking, polluting the political ecosystem of the web and disrupting its order. General Secretary Xi Jinping emphasized: "Regarding these situations, one must have a high degree of political vigilance and political judgment. Online and offline actions must be closely linked. One cannot come from the clouds and go into the mists; ^[12] we must never allow these people to spread rumors to cause trouble, fan the flames, or fish in troubled waters." ^[13] We must ensure that the propaganda discourse of mainstream ideology flows unimpeded in cyberspace, thoroughly clearing "internet impurities" and "ideological filth" to ensure that cyberspace is filled with positive energy and a high-pitched "main melody." ^[14]

3. Integrating theory with practice to meticulously condense actionable discourse. First, we must explain the realistic reasons why we should "do it." In reality, one reason ideological and political work discourse fails to genuinely reach people's hearts is that the discourse is too theoretically preachy and consists of grand narratives, giving individuals the illusion that it has no direct connection to them. We must meticulously condense active discourse closely related to the reality of the work objects, so they understand the reasons for "doing it this way." Second, we must clarify the practical purpose of "what to do." Discourse must have a clear target orientation, explaining the "purpose" of doing something—not only stating the staged goals so people know in advance the procedural nature of the struggle and the twists and turns of development, but also pointing out the ultimate goal so people can perceive in advance the results of hard work and the bright future ahead. Finally, we must clearly explain the realization methods of "how to do it." Methods are the paths, steps, and means to achieve goals, and the bridge between theoretical discourse and realistic action. Discourse that loses its realization method is like a pool of stagnant water that cannot stir the ripples of action; at most, it becomes the "golden rule" ^[15] of dogmatists. The report to the 20th CPC National Congress pointed out: "From this day forward, the central task of the Communist Party of China will be to lead the Chinese people of all ethnic groups in a concerted effort to realize the Second Centenary Goal of building China into a great modern socialist country in all respects and to advance the rejuvenation of the Chinese nation on all fronts through a Chinese path to modernization." This sentence clarifies that the goal is the great cause of "national strength and rejuvenation," the method of realization is "the Party leading the people of all ethnic groups" and "advancing through a Chinese path to modernization," and the realistic reason is the "central task of the CPC" stipulated by the "New Era and New Journey." It is an example of active discourse that organically unifies reasons, goals, and methods.

III. Clarifying the Subjective Responsibility for Promoting the Governance of Ideological and Political Work Discourse

On the New Journey of the New Era, the macro-pattern of ideological and political work has basically taken shape, and discourse subjects show a trend of diversified development. While this expands the channels for discourse sources, it also increases the difficulty of discourse management and the risk of discourse crises. From the perspective of discourse governance, discourse subjects can be divided into leadership subjects, management subjects, and research subjects. These three should perform their respective duties, collaborate through a division of labor, and jointly promote the synergistic governance of ideological and political work discourse. Therefore, the responsibilities between various discourse subjects must be clarified, and the construction of ideological and political work discourse must be advanced in an integrated manner from three aspects—discourse production, discourse management, and discourse research—to continuously improve the level and performance of ideological and political work in the New Era.

1. Persisting in the Party's leadership over the production of ideological and political work discourse. The Constitution of the Communist Party of China stipulates: "The leadership of the Communist Party of China is the most essential feature of socialism with Chinese characteristics and the greatest advantage of the system of socialism with Chinese characteristics; the Party is the highest force for political leadership." Among the many discourse subjects, the one that plays the decisive, directional, and leading role is the CPC. On the one hand, to persist in the Party's leadership over the production of ideological and political work discourse, the most fundamental requirement is to uphold the guiding position of Marxism in the ideological field. "Marxism is the fundamental guiding ideology upon which our Party and our country are founded; it is the soul and the banner of our Party." Ideological and political work discourse is not ordinary discourse; it is discourse that carries the mainstream ideology, and its ideological attribute is its essential attribute. On the other hand, persisting in the Party's leadership over the production of ideological and political work discourse most importantly means persisting in a people-centered approach. "The CPC has always represented the fundamental interests of the broadest possible range of people. It shares the same fate as the people, through thick and thin. It does not have any special interests of its own, nor does it represent the interests of any interest group, any power group, or any privileged class." We must adhere to the mass line in discourse production, being adept at extracting, condensing, and innovating ideological and political work discourse from the daily language of the people, using the people's discourse to educate, inspire, and serve the people.

2. Strengthening the responsibility of all regions and departments for the management of ideological and political work discourse.

Ideological and political work is a systematic project; all regions and departments must adhere to the guidance of Xi Jinping Thought on Culture, fulfill their responsibilities in discourse management, and form an effective synergy in which the Party and government exercise joint management. First, Party committees at all levels must shoulder political and leadership responsibilities, strengthening their analysis, judgment, overall planning, and guidance regarding major issues in the field of ideological and political work, while continuously improving their capacity for discourse leadership and management. It is necessary to establish the concept of "Great Ideological and Political Education" ^[16], mobilizing all fronts and departments to participate, and more closely integrating the discourse management of ideological and political work with administrative, industrial, and social management across various fields. Second, "the departments of publicity and ideology bear extremely important responsibilities; they must be mindful of their responsibilities, be accountable for them, and fulfill them within their respective jurisdictions" ^[17]. The discourse management of ideological and political work is an important component of ideological work. Publicity and ideology departments at all levels should strengthen the management of various online and offline positions, dare to "draw their swords" ^[18], dare to struggle, and effectively prevent and resolve various ideological risks. Third, education departments must strengthen guidance and supervision of ideological and political work in schools, assisting them in effectively preventing and handling discourse crises and public opinion risks. In particular, they should guide primary, secondary, and tertiary schools to strengthen the construction of teacher ethics and professional conduct, the management of classroom teaching discipline, and the ideological and political education of youth; they must timely evaluate and dispose of public opinion to avoid losing their voice, losing discourse authority, or losing control during the handling of public sentiment. Finally, other departments should actively integrate themselves into the "Great Ideological and Political Education" framework, working together to build a strong defensive line for ideological security and creating a favorable environment for optimizing the discourse of ideological and political work.

3. Strengthen the academic research of the "five-route army" on the discourse of ideological and political work. "Theory becomes a material force as soon as it has gripped the masses... Theory is capable of gripping the masses as soon as it demonstrates ad hominem, and it demonstrates ad hominem as soon as it becomes radical [thorough]." The "five-route army" ^[19] of philosophy and social sciences must strengthen academic research on discourse, enhancing the theoretical depth of arguments and the persuasiveness of discourse, thereby making discourse more capable of' convincing the masses and uniting people's hearts.

First, universities must center on the fundamental task of "fostering virtue through education" (立德树人) ^[20] to strengthen academic research on the discourse of university ideological and political work. General Secretary Xi Jinping pointed out: "Ideological and political work in universities relates to the fundamental question of what kind of people universities cultivate, how they cultivate them, and for whom they cultivate them. We must persist in taking the fostering of virtue through education as the central link and integrate ideological and political work throughout the entire process of education and teaching." We must leverage the advantages of universities as highland for scientific research talent, mobilizing the "six teams"—Party and government cadres, Communist Youth League cadres, ideological and political course teachers, philosophy and social science teachers, counselors, and psychological counselors—to strengthen academic research on university ideological and political discourse that is conducive to the growth and success of university students.

Second, philosophy and social science research institutions must revolve around serving the overall center of the Party and country's work, strengthening academic research on mass-oriented ideological and political discourse that is conducive to forging consensus and unity. Centering on the core task of "comprehensively advancing the great rejuvenation of the Chinese nation through Chinese-path modernization," research must be strengthened on the academic discourse of using Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era to "congeal the soul and cast the spirit" (凝心铸魂) ^[21], gathering strength for the great cause of building a strong nation and national rejuvenation.

Third, Party schools (academies of governance) must revolve around major issues in the ideological field, strengthening academic research conducive to improving the ideological and political discourse capabilities of Party school trainees. General Secretary Xi Jinping emphasized: "The Party school is not a peach-spring paradise (peacetimes ^[22]); trainees come from all directions and hear and see many problems; many major issues in the ideological field will converge at the Party school. This presents the Party school with the important task of strengthening ideological and theoretical research." Party schools should proactively understand the ideological confusion, theoretical shortcomings, and group characteristics of trainees, strengthening academic research that helps improve their ideological and theoretical levels and discourse capabilities, becoming an "ideological replenishment station, theoretical gas station, and academic charging station" for trainees.

Fourth, research institutions affiliated with Party and government departments should carry out academic research on ideological and political discourse in light of the actual work in various regions and fields, giving full play to the "think tank" function of research institutions. First, they must combine the study of the Party's innovative theories with practical work to enhance the theoretical nature of discourse; second, they must combine the study of local history and culture with practical work to enhance the cultural connotation and spiritual power of discourse; third, they must combine the study of local economic and social development with practical work, deeply explaining the discourse philosophy and academic logic contained in major local policy decisions.

Fifth, military academies must take Xi Jinping Thought on Strengthening the Military as guidance, revolving around the goal of strengthening the military in the New Era, and strengthening academic research on the discourse of military political work. Xi Jinping Thought on Strengthening the Military is closely linked to the goal of building a strong military in the New Era and answers major strategic questions such as "what kind of people's army to build in the New Era and how to build it." It is necessary to deeply study the political, ideological, theoretical, and practical power of this thought. Furthermore, research should be strengthened on the history, glorious traditions, and fine style of the People's Army, as well as the great spirits within the "spiritual pedigree of Chinese Communists" ^[23] such as the Long March spirit, providing a "source of living water" for the construction of military political work discourse in the New Era.