Zhao Daixing and Nie Jiahua: Mao Zedong's Exploration of the Party's Propaganda Work During the Yan'an Period and Its Contemporary Revelations
As the mouthpiece of the Party, propaganda work is a vital component of the Party's cause, guarding the Party's ideological and public opinion fronts and serving as an important channel for the Party to connect with the masses. During the New Democratic Revolution period, the Party’s propaganda work consistently served the work of the revolution. From the day of its founding, the Communist Party of China (CPC) has attached great importance to propaganda work, providing spiritual support for the development of the Party’s cause by disseminating revolutionary theory, organizing and mobilizing the masses, and carrying out struggles against the enemy. During the Yan’an period [1], Mao Zedong gained deep insight into the general trend of history, grasped the laws of revolution through the complexities of the revolutionary environment, and regarded the Party's propaganda work as "major work" for promoting the development of the Chinese revolution. By making full use of various propaganda resources and flexibly adopting diverse propaganda strategies, he actively carried out propaganda work. This not only won the general understanding of the domestic masses from all walks of life but also gained the sympathy and assistance of the international community. It broke through the news blockade and demonization of public opinion by the Japanese invaders and the Kuomintang (KMT) [2] reactionaries, established a positive image of the CPC, and created a favorable environment for the victory of the Chinese revolution.
I. Gaining insight into the general trend of history and profoundly grasping the important role of propaganda work
Mao Zedong always attached great importance to propaganda work, explicitly stating that "holding ideological leadership is the primary element of holding all leadership." This assertion profoundly reveals the core position of ideological leadership within the Party's comprehensive leadership. Propaganda work is the practical carrier of ideological leadership, while ideological leadership is the goal realized through propaganda work. Mao Zedong always stood at the height of the overall situation of the development of the Chinese revolution, viewing the Party’s propaganda work as the "first major task." He believed that propaganda work was both a supporting measure for political work and a necessary supplement to military work, as well as an effective handle for diplomatic work—truly a "major work" concerning the development of the cause of the Chinese revolution. This fully reflects his historical forward-looking vision and foresight. During the Yan'an period, under the leadership of Mao Zedong, the Party’s propaganda work echoed political, military, diplomatic, and cultural revolutionary tasks, becoming organically unified into the overall cause of the Chinese revolution and playing a massive role in promoting revolutionary development.
(1) Propaganda work is an important means of "expanding political influence and winning over the broad masses"
As early as the initial period of the Jinggangshan Revolutionary Base [3], Mao Zedong presciently required the Red Army to do a good job in propaganda work, pointing out that "the task of the Red Army's propaganda work is to expand political influence and win over the broad masses." At the Gutian Congress [4], he emphasized that "the Red Army's propaganda work is the Red Army’s first major task" and regarded it as "the primary mission of the Red Army." At a meeting of the Secretariat of the Central Committee in 1939, Mao Zedong placed special emphasis on doing a good job in external propaganda, believing that establishing an external propaganda organ at that time was "even more important than establishing a Party branch." This is sufficient to see Mao Zedong's particular emphasis on propaganda work. He once pointed out very vividly: "Not only are teachers propagandists, journalists propagandists, and literary and art writers propagandists, but all our working cadres are also propagandists." In Mao Zedong's view, propaganda work was an essential aspect of revolutionary work, an indispensable link for disseminating revolutionary ideas, educating the broad masses, and uniting a great force to ultimately win the victory of the revolution.
Mao Zedong believed that propaganda work was an important means of "expanding political influence and winning over the broad masses." On the one hand, propaganda work must adhere to the principle of Party spirit, grasp the correct orientation of public opinion, ensure it fully conforms to the Party's policies, and submit to and serve the Party's central work to expand political influence and ensure the success of the Party's cause. On the other hand, Mao Zedong always adhered to the mass line in propaganda work, emphasizing that propaganda work must "look at the target," "understand the masses," and "fit the struggle sentiments of the masses," achieving the goal of "shooting the arrow at the target." [5] Only in this way can the Party's principles and policies penetrate deep into the hearts of the people, win the support of the masses, and gain public favor and consolidate strength for revolutionary work.
Under Mao Zedong's guidance, Party organizations at all levels established propaganda organs, strengthened propaganda forces, and founded various newspapers and magazines. They consciously objectively and truthfully publicized the Party's work in the base areas—such as strengthening political power, developing production to prosper the economy, improving the people's lives, and leading the resistance against Japan behind enemy lines—which played a positive role in promoting the development of the cause of the Chinese revolution.
(2) Propaganda work is an important weapon for "uniting ourselves and defeating the enemy"
Attaching importance to carrying out propaganda work is an important manifestation of Mao Zedong's adherence to "living Marxism." Mao Zedong adhered to the scientific method of Marxism and consciously unified propaganda work with military work as an important means of defeating the enemy. Mao Zedong once pointed out: "To defeat the enemy, we must first rely on an army with guns in its hands. But this kind of army alone is not enough; we also need a cultural army, which is an indispensable army for uniting ourselves and defeating the enemy." He believed that doing a good job in propaganda work was conducive to educating and mobilizing the broad masses of people to strengthen military forces, while doing a good job in military work provided realistic material for carrying out propaganda work; the two tasks, cooperating with each other, would form a greater force. Mao Zedong always regarded "a propaganda leaflet in the left hand and a bullet in the right hand" as a fine tradition of Chinese Communists, and a necessary condition for unifying internal thinking, striving for external support, and uniting a great force to defeat the enemy.
Mao Zedong not only viewed propaganda work as an important component of the revolutionary struggle but also elevated it to a strategic height, treating it as an important means of defeating the enemy.
First, clarify the Party's propositions and refute erroneous ideas through propaganda. Mao Zedong emphasized that propaganda work is "part of the whole cause, like gears and screws." During this period, by writing and publishing important works such as On Protracted War, Mao Zedong actively publicized the Party's program for the War of Resistance and the strategies and tactics for defeating the enemy. He clearly elucidated the balance of power between China and Japan as well as the stages and trends of the war’s development, powerfully refuting erroneous ideas such as the "theory of national subjugation" and the "theory of quick victory," unifying people's ideological understanding and strengthening their confidence and determination.
Second, carry out organizational mobilization through propaganda and unite all forces that can be united. During the Yan’an period, Mao Zedong attached great importance to propaganda work as an important means of organizational mobilization. He not only personally participated in the organization and leadership of propaganda work but also publicized and mobilized the masses through various methods. For example, in November 1943, Mao Zedong delivered the speech "Get Organized" at a reception hosted by the CPC Central Committee for representatives of labor heroes of the Shaanxi-Gansu-Ningxia Border Region, emphasizing the need to organize the masses to lay the foundation for publicizing the Party's correct propositions. At the same time, he also carried out education in basic political knowledge through night schools, winter schools, and other educational institutions to enhance the national consciousness and confidence in the War of Resistance among the populace.
Third, educate the broad ranks of cadres and masses through propaganda to improve their skills in struggling against the enemy. During the Yan’an period, Mao Zedong advocated combining propaganda work with organizational work to form a unity of the "gun" and the "pen." He believed that propaganda work was not only a tool for political mobilization but also an important means of ideological education. By extensively publicizing the Party's line, principles, and policies, the revolutionary consciousness of the masses could be enhanced, their political awareness improved, and the revolutionary struggle better served.
Under Mao Zedong's leadership, propaganda organs in various places strengthened the guidance of news and public opinion, and a large number of works emerged, such as the "Song of Going to the Front" and "Wielding Weapons Eastward to Encircle Rugao City," which unified thinking, inspired morale, and condensed great strength for the cause of the Chinese revolution.
II. Maintaining historical sobriety and scientifically grasping the complex situation and basic principles of propaganda work
Accurately grasping the situation and principles is an important prerequisite for doing a good job in propaganda work. Facing the complex and volatile situation of the Yan’an period, only by accurately grasping the situation and adhering to correct principles could the direction of propaganda work be ensured without deviation, its intensity maintained without reduction, and practical results achieved. In leading the practice of propaganda work, Mao Zedong always maintained historical sobriety. Through the complex environment of public opinion, he clarified the basic principles of propaganda work and insisted on carrying it out in a truth-seeking manner under the Party's leadership. This enhanced the direction, credibility, and mass character of the Party’s propaganda work, established our Party’s positive image of resisting Japan, saving the nation, and loving the people, and reversed the unfavorable situation for propaganda work.
(1) Clearly recognizing the complex situation faced by the Party's propaganda work
During the Yan'an period, the CPC faced a "three-party, two-fold" offensive launched by the Japanese invaders, the Wang Jingwei puppet regime [6], and the KMT reactionaries on both the actual battlefield and the news and public opinion battlefield; the struggle was exceptionally complex. Mao Zedong and the Party Central Committee always maintained historical sobriety and scientifically and specifically analyzed the public opinion situation of this period.
First, clearly recognize the international vilification and smearing of communism and the Communist Party, and actively adopt flexible methods to publicize our Party’s positive image. Mao Zedong recognized that "Marxism and the Communist Party have been cursed from the very beginning," and the CPC "does not know how many times it has been cursed" since its founding. Proceeding from the dialectical relationship between new and old things, he cited many historical cases from the East and West, correctly analyzed this "being cursed," and pointed out that "being cursed" was not scary, and that advanced and revolutionary things "are always going to be cursed." Facing the situation where our Party was "being cursed," Mao Zedong advocated that we should both seriously reflect on ourselves with the attitude of "correcting mistakes if you have made them and guarding against them if you have not," [7] and actively carry out the Party's propaganda work. By translating and publishing revolutionary articles, actively contacting progressive figures, and inviting foreign journalists to visit, the Party’s deeds—leading the masses in the Border Region to carry out production movements, popularize culture and education, and resist Japanese invaders—were publicized so that people could understand the CPC objectively and truthfully.
Second, clearly recognize the situation of domestic public opinion struggle, actively respond to the KMT’s slander, proactively expose its anti-communist policies and dictatorial intentions, and seize the initiative in propaganda work. In terms of slandering and vilifying the Communist Party, the KMT stopped at nothing. The KMT accused the peasant movement led by the CPC of being "excessive" "vagrant actions," extensively using negative terms such as "Red Bandits," "Communist Bandits," "burning," "looting," "slaughter," and "communalizing property and wives" to describe the CPC and the people's armed forces under its leadership. They also used the Communist Party's activities to oppose subjectivism, sectarianism, and stereotyped Party writing [8] to scold the CPC. Facing the KMT’s slander and vilification, Mao Zedong clearly recognized: "In the Kuomintang-ruled areas and abroad, due to the blockade policy of the Kuomintang government, many people's eyes have been covered." In response, our Party actively established various educational schools, made good use of various newspapers, periodicals, and radio stations to report the true situation of the Party, and gained the general sympathy and support of the masses.
Third, Mao Zedong paid close attention to the ideological trends within the Party, clearly recognized the harm of problems such as subjectivism, sectarianism, and stereotyped Party writing within the Party, and advocated for the establishment of a correct Marxist style of writing. During our Party’s leadership of the revolution, recurring "Left" and Right opportunist errors once caused ideological confusion within the Party. Mao Zedong clearly recognized that the writing style of stereotyped Party writing did not focus on actual conditions or the targets of propaganda, which seriously harmed the Party's propaganda work. In response, Mao Zedong led the Rectification Movement [9] to thoroughly rectify the "style of study, style of the Party, and style of writing," actively creating an atmosphere of seeking truth from facts and promoting the healthy development of the Party's propaganda work.
(2) Clarifying the basic principles of the Party's propaganda work
Clarifying the principles of propaganda work is the key to doing it well. It not only relates to the direction and effect of propaganda work but also directly affects its social influence and credibility. It is the basis for ensuring that propaganda work is carried out effectively, legitimately, and in an orderly manner. During the Yan’an period, based on the complex situation of our Party’s propaganda work, Mao Zedong proposed a series of important principles for the Party’s propaganda work from a practical standpoint, playing an important guiding role in carrying out propaganda work efficiently and occupying the frontline of public opinion.
First, adhere to the Party's leadership. Propaganda work was a key measure for the CPC to break the blockade of the Japanese invaders and the KMT, clarify false information, and establish a good image. It must be placed under the leadership of the Party to ensure that the work is carried out timely and efficiently. On May 17, 1939, Mao Zedong pointed out at a meeting of the Secretariat of the CPC Central Committee: "The Party's major policies should be organized into specific propaganda work by the Propaganda Department; the Propaganda Department should pay attention to the organization and leadership of propaganda work and have the art of leadership." Aiming at the complex domestic and international political situation and the sharp military struggle at that time, Mao Zedong demanded that the Party's leadership be strengthened to "unify external propaganda and adopt a cautious attitude in handling affairs." During this period, to strengthen the Party's leadership over propaganda, ideological, and cultural work, the Central Committee established the Central Propaganda Committee, with Mao Zedong serving as its secretary. He personally guided and participated in many major news and propaganda activities, frequently writing editorials and articles for Party newspapers and journals. Party organizations in various places also established special propaganda agencies responsible for the unified leadership of the Party's propaganda work, keeping the Party's propaganda work in step and effective.
Second, adhere to seeking truth from facts. Mao Zedong emphasized that propaganda work should...
"Relying on seeking truth from facts [10] to make a living"—only by persisting in seeking truth from facts can propaganda work withstand the test of history. In Opposing Party Stereotypes [11], Mao Zedong criticized the writing style of "Party stereotypes" for "ignoring actual circumstances," being merely "intended to cut a figure to scare people," and "obstructing the truth." He pointed out that "it is absolutely impermissible for those doing propaganda work to spout off without investigation, research, or analysis of their target audience." He required Party cadres to promote our Party's policies by seeking truth from facts, understanding the actual situation through investigation and research, maintaining a clear and calm head, and expressing their own authentic and independent insights rather than merely parroting others or following the crowd. At the same time, Mao opposed one-sided propaganda that only discussed achievements while ignoring errors, noting that propaganda work "must tell the truth, and not steal, pretend, or boast." Regarding shortcomings and errors in work, he believed that "as long as we sincerely and frankly explain the actual situation, we will win people's trust and understanding." For instance, responding to its own problems with dogmatism and other issues, the Liberation Daily (Jiefang Ribao) actively reflected, rectified, and improved, publishing the editorial "To Our Readers." This editorial sincerely explained the problems and expressed the paper's attitude toward its operations, thereby driving the Rectification Movement [12] among newspapers in various anti-Japanese base areas behind enemy lines.
Third, persisting in distinguishing between different audiences. The purpose of propaganda work is to use various means to ensure all parties fully understand the Party's line, principles, and policies, thereby gaining their sympathy and support. To effectively enhance the impact of propaganda and win maximum sympathy from stakeholders at home and abroad, Mao Zedong advocated for differentiating between different target audiences: "one must aim the arrow at the target, and play the lute with the audience in mind" [13]; "think about for whom one's articles, speeches, talks, and writing are intended." For domestic propaganda, Mao believed it was necessary to fully research the specific conditions of various classes, groups, industries, and political parties. Through various means such as publishing different types of newspapers and organizing study groups and night schools, targeted propaganda and education were carried out for different groups. For example, the magazine Chinese Culture (Zhongguo Wenhua), founded in February 1940, was oriented toward all Chinese people with the goal of struggling "to establish a new culture for the Chinese nation"; meanwhile, the Border Region Masses Daily (Bianqu Qunzhong Bao), founded in March 1940, primarily conducted propaganda and education for the masses in the Border Region. For international propaganda, Mao emphasized that external propaganda should not be forced upon others; one must fully understand the thinking processes, modes of expression, and information needs of foreigners, recognize the political and cultural differences between countries, and use methods of propaganda that they can hear and understand.
III. Grasping historical initiative and giving full play to the important role of various propaganda forces
Stimulating subjective forces is an important foundation for performing propaganda work well. Mao Zedong attached great importance to the systematization and professionalization of propaganda work, emphasizing that propaganda should "be conducted with open doors." By giving full play to the roles of the broad ranks of Party members and cadres, cultural workers, intra-Party theorists, teachers, and young students, a relatively systematic propaganda workforce was formed.
(1) Leveraging the leading and exemplary role of the broad ranks of Party members and cadres in anti-Japanese propaganda
Mao Zedong highly valued the leading and exemplary role of cadres, once noting: "After the political line is determined, cadres are the deciding factor." Mao required Party cadres to clarify their mission as "propagandists" and take the initiative in doing propaganda work. He believed that propaganda was not merely the responsibility of professional personnel but a capability that all Party cadres should possess. On the one hand, they should actively promote the Party's ideological principles and serve the overall interests of the Party's work. Mao once pointed out that Party cadres should hold "a propaganda leaflet in the left hand and a bullet in the right," and be adept at conducting propaganda centered around the Party's core tasks. "Every soldier and every citizen must be made to understand why we are fighting and what the war has to do with them," so as to "create a surge of anti-Japanese enthusiasm and unite hundreds of millions of people as one." To this end, leading cadres such as Mao Zedong, Zhang Wentian, and Liu Shaoqi personally arranged propaganda work, led the founding of newspapers such as the Liberation Daily and Central Jiangsu Daily (Suzhong Bao), participated in editorial work and article writing, and encouraged a large number of Party cadres to write various types of propaganda. On the other hand, they were to discard Party stereotypes and firmly establish a Marxist-Leninist writing style. To do propaganda well, the first step is to ensure the masses can understand it. To achieve this, content must be substantive, and one must humbly learn from the masses, using their language to explain theory. Under Mao’s leadership, propaganda cadres actively integrated themselves into the discourse, emotions, and lives of the masses, "learning language from the people." They collected and wrote news and articles "closely linked to the lives of the masses," using concise language and "extremely large black ink characters" to make articles appear clear and bright, allowing the masses to both read the paper and improve their literacy.
(2) Fully mobilizing the enthusiasm of professional propaganda teams such as journalists and literary and art workers
Mao Zedong attached great importance to the role of news propaganda in the revolutionary cause and the professional development of propaganda teams. He believed that news propaganda was an integral part of the Party's cause and acted as the Party's "throat and tongue" [14]; therefore, a propaganda team with theoretical literacy and practical experience had to be established to improve the quality and effectiveness of propaganda. To this end, Mao led the founding of cadre academies such as the Anti-Japanese Military and Political University, the Northern Shaanxi Public School, and the Central Marxist-Leninist Institute, providing important platforms for training propaganda talent. During this period, the broad ranks of journalists actively developed the news industry under the Party's leadership. By the victory of the War of Resistance in 1945, there were nearly 30,000 correspondents and over 100 newspapers and magazines. Simultaneously, Mao placed great importance on the role of literary and art workers in propaganda, requiring them to clarify the question of "for whom" [15] they worked. They were encouraged to actively integrate into the lives of the masses and view themselves as faithful spokespersons for the people. Mao pointed out: "Only by linking themselves with the masses, representing the masses, and regarding themselves as the faithful spokespersons of the masses can the work of all revolutionary writers and artists be meaningful." Inspired by Mao, various literary and art groups such as theater troupes, Yangge [16] teams, and Shehuo [17] troupes were established in the Border Region. The broad ranks of literary and art workers consciously went to the front lines of villages and factories, creating a large number of outstanding works that were close to the lives of the masses and aligned with revolutionary themes, such as The White-Haired Girl, Brother and Sister Clearing Wasteland, Driven to Join the Liangshan Outlaws, and Wang Gui and Li Xiangxiang. These works powerfully promoted the Party’s various tasks, closed the distance with the masses, and stimulated their revolutionary enthusiasm.
(3) Giving full play to the enthusiasm of correspondents, intra-Party theorists, teachers, and students
During the Yan'an period, the comprehensive development of news propaganda was inseparable from professional journalists, and even more so from the active participation of intellectuals such as correspondents, intra-Party theorists, teachers, and students. Mao Zedong advocated for "running newspapers with open doors," requiring not only leading cadres to actively write and submit manuscripts but also general Party members and cadres among the Party, government, military, and civilians, as well as the broad masses, to participate. This cultivated a vast force of correspondents. By 1948, there were over 46,000 correspondents in the Central China Liberated Area alone, submitting an average of about 30,000 manuscripts per month, effectively guaranteeing the sources of information and news for various Party newspapers. Simultaneously, Mao attached great importance to the active role of intra-Party theorists. In the decision on "Recruiting Large Numbers of Intellectuals," Mao clearly stated: "We should recruit large numbers of intellectuals into our army, our schools, and into government work." Under the Party's leadership, a large number of intra-Party theorists such as Ai Siqi, He Ganzhi, and Zhou Yang played a vital role in propagating the Party's theories and cultivating outstanding talent by teaching in universities, compiling textbooks, serving as newspaper editors, translating and publishing books, and publishing theoretical articles. Driven and trained by these theorists and teachers of various subjects, a large number of young students actively promoted ideas of national salvation through publishing editorials, holding anti-Japanese speeches, participating in literary and art groups, and organizing artistic works, mobilizing the broad masses to devote themselves to the War of Resistance. Among them, young students enthusiastically contributed manuscripts to China Youth (Zhongguo Qingnian), the organ of the Communist Youth League, publishing approximately 1.42 million words.
IV. Strengthening historical self-awareness and scientifically formulating various strategies for propaganda work
Adopting flexible strategies is a crucial measure for performing propaganda work well. During the Yan'an period, Mao Zedong and the Party Central Committee actively constructed a systematic propaganda framework, explored efficient methods, and innovated international propaganda. They employed a "combined punch" of propaganda tactics, seizing the initiative in the public opinion struggle between the Kuomintang (KMT) and the Communist Party, which provided favorable conditions for the struggle on the front lines. Actively adopting flexible strategies, proactively responding to the KMT's news blockade, and firmly grasping the initiative in propaganda work demonstrated the high degree of historical self-awareness among Chinese Communists.
(1) Proactive planning and constructing a propaganda work system
To ensure the efficient conduct of propaganda, Mao Zedong made meticulous deployments to build a scientific and systematic work framework. First, he clarified the thematic direction. Mao focused on the orientation of propaganda, emphasizing that it must coordinate with the Party's central tasks. He was adept at using Party periodicals to conduct "propaganda wars" in support of these tasks. For example, after the full outbreak of the War of Resistance, addressing the pessimistic sentiments regarding the war's future within and outside the Party, Mao personally wrote and published propaganda articles. He actively mobilized newspapers, journals, and news agencies to promote the idea of "fighting to the end and opposing surrender or compromise" to frontline officers and the national population, greatly enhancing national self-confidence. Second, he improved propaganda institutions at all levels and clarified their responsibilities. Mao repeatedly emphasized that establishing propaganda organs was "even more important than establishing Party branches." Under his leadership, a relatively complete propaganda network was established within the Party, and the scope of responsibilities for propaganda departments was clarified through formal documents. For instance, the "Decision of the Central Propaganda Department on Strengthening and Improving the Organization and Work of Propaganda Departments at All Levels" in October 1940 clearly defined the scope of the Party's propaganda work. Third, he strengthened the building of the propaganda cadre force. Mao placed great importance on enhancing the professional quality of propaganda cadres, especially their grounding in Marxist theory, selecting a group of elite personnel with firm Party spirit and skilled professional abilities. Additionally, specialized technical personnel such as translators and communication experts were assigned to external propaganda departments, greatly improving efficiency.
(2) Proactive action and exploring efficient propaganda methods
Mastering scientific and efficient methods is an essential prerequisite for conducting propaganda work. Mao cautioned propaganda workers to master effective methods and write persuasive articles instead of "relying on posturing to intimidate people." First, emphasizing linguistic rhetoric and the clever use of vivid propaganda discourse. Mao advocated for propaganda language that was lively, vigorous, and effective. In his daily interactions, speeches, and writings, he frequently used historical stories, folk proverbs, and various rhetorical devices to make language more interesting and evocative, easily arousing the audience's emotions. For example, in 1938, he used the metaphor of "the bucket and the water" to provide U.S. Marine Corps officer Evans Carlson with a simple yet profound analysis of China's situation in the War of Resistance. Other famous examples include "All reactionaries are paper tigers," "Carry the revolution through to the end," and "A revolution needs a base area just as a person needs a backside." This language was powerful and poetic, expressing complex strategic ideas in extremely simple yet profound terms. Second, adopting forms of propaganda that the masses loved to see and hear. To better mobilize the masses for the war effort, Mao pointed out: "How do we mobilize? By word of mouth, by leaflets and bulletins, by newspapers and books, by plays and films." He advocated for the full use of slogans, leaflets, drama, and folk songs—methods familiar to the people. Third, the flexible use of diverse media. Mao highly valued the role of newspapers, calling on the various Border Regions to actively publish them and leading the founding of over ten institutions and publications, including the Xinhua News Agency, Liberation Daily, and New China News (Xin Zhonghua Bao). Simultaneously, Mao recognized that radio broadcasting was fast and had a wide reach; he advocated for the creation of radio stations to break the KMT's news blockade. In March 1940, the CCP Central Committee established a "Broadcasting Committee" to promote the CCP's anti-Japanese propositions and news from the Liberated Areas to the country and the world.
(3) Expanding channels and proactively conducting international propaganda
External propaganda is a vital link in the chain of propaganda work. Faced with the KMT's defamation and blockades, Mao was keenly aware of the importance of external propaganda, particularly the need to leverage foreign media to help the CCP break through information barriers and transmit a positive image of the Party to the world. First, he proactively invited foreign journalists to visit the Shaanxi-Gansu-Ningxia Border Region. Through domestic democratic forces, Mao invited progressive and upright foreign media figures like Edgar Snow and Anna Louise Strong to Yan'an. He often spoke with these journalists for hours, providing them with valuable material to understand the CCP and the construction of the Border Region. Subsequently, Snow’s Red Star Over China triggered a wave of reporting on "Red China" and had a massive impact on international public opinion. Second, he made clever use of international friends and overseas Chinese to carry out propaganda for national salvation. Mao attached great importance to these groups and led the formulation of...
Policies such as "protecting the interests of overseas Chinese and assisting those who return to the motherland," the establishment of overseas work committees, the Yan'an Overseas Chinese Association for National Salvation, and other overseas Chinese affairs organizations reflected an enthusiastic reception of international friends and compatriots, encouraging them to publicize China's War of Resistance. Overseas Chinese united organizations for national salvation founded newspapers and periodicals with international influence, such as The China Daily News (New York) and Sin Chew Jit Poh, presenting a positive image of the Communist Party of China (CPC) to the international community.
V. Realistic Inspirations from Mao Zedong’s Leadership of Propaganda Work during the Yan’an Period
During the Yan’an period, Mao Zedong and the Party Central Committee made full use of various propaganda resources and flexibly adopted multiple propaganda strategies to break through the information blockade imposed by the Japanese invaders and the Kuomintang. They gained extensive sympathy and assistance from domestic and international society, creating a favorable public opinion environment for promoting the development of the Chinese revolutionary cause. This was a vivid manifestation of Chinese Communists exerting their historical initiative [18]. In the current complex historical context of the "two overall situations" [19], to do a good job in propaganda work, we must continue to carry forward the spirit of historical initiative. We must actively grasp propaganda work from the height of the general trend of the times and the overall situation of national development. We must base ourselves on the leadership of the Party to strengthen the top-level design of propaganda work, grasp historical momentum to stimulate the dynamic energy of propaganda subjects, promote the innovation of propaganda discourse based on the characteristics of the target audience, follow the laws of propaganda to promote the innovation of propaganda methods, and firmly grasp the initiative in propaganda work.
(1) Adhering to the leadership of the Party and strengthening the top-level design of propaganda work
The historical experience of the Yan’an period shows that adhering to the leadership of the Party is the fundamental guarantee for Chinese Communists to carry out propaganda work. Mao Zedong emphasized many times that newspaper and periodical propaganda must be subordinate to the Party's policies, and required news agencies and newspapers in various places to study Central Committee policies in a timely manner, "so that the Party's program, line, principles, policies, tasks, and work methods can meet the masses most rapidly and extensively." Under the leadership of the Party, Mao Zedong and the Party Central Committee carried out strategic planning for propaganda work from the perspective of top-level design, setting up propaganda agencies, allocating professional talents, and determining propaganda themes. They initially constructed a systematic propaganda work system, providing a basic guarantee for the orderly conduct of propaganda work. Since the 18th CPC National Congress, Xi Jinping, from the height of grasping the laws of history and the laws of propaganda work, further clearly pointed out that "the principle of Party spirit is the fundamental principle of the Party's news and public opinion work." To do a good job in the Party's propaganda work in the New Era, we must firmly adhere to the experience and principle of the Party's leadership, give full play to the political advantage of the Party in "setting the direction and planning the overall situation," clarify the strategic direction of propaganda work under the background of the "two overall situations," and continuously improve the systems and mechanisms of the Party's propaganda work in the New Era to provide a fundamental basis for the efficient conduct of propaganda work.
(2) Shaping diverse subjects and actively telling China's story well in the New Era
A key experience of the successful propaganda work during the Yan’an period was leveraging the strength of diverse subjects, including Party cadres, journalists, literary and art workers, intra-Party theorists, international friends, and overseas Chinese. In the New Era, the subjects of China's propaganda work have become more diverse. In addition to official mainstream media, various domestic "we-media" [20] and "foreign influencers" [21], by virtue of their grassroots, professional, or foreign identities, play the role of "other-narratives" and have played an important role in telling the story of China well in the New Era. We must provide scientific guidance, give full play to the role of diverse propaganda subjects, and enhance the effectiveness of propaganda work. We must make good use of their advantages as walking symbolic endorsements and mobile narrative carriers, using social media to tell the story of China in the New Era from a real, multi-dimensional, and accurate cultural perspective. In addition, overseas Chinese around the world who care about the development of the motherland are actively telling the story of China in the New Era through carriers such as Chinese food, traditional Chinese medicine, Chinese martial arts, and traditional festivals.
(3) Analyzing the characteristics of target audiences and innovating discourse to promote localized communication
In the face of the different intellectual and cultural backgrounds of the masses in the Border Region, democratic personages, and international friends during the Yan’an period, Mao Zedong based his work on the needs of the propaganda targets. He used a simple writing style, vivid language, and exquisite examples to enhance the tension of propaganda discourse and close the distance with the target audience. In the New Era, propaganda work still needs to be based on the target audience, establishing "user thinking" and a "demand orientation," grasping the trends of localized and differentiated communication, and using new discourse expressions to achieve the propaganda effect of "moistening things silently like a spring breeze" [22]. Since the 18th CPC National Congress, Xi Jinping has attached great importance to the issue of popularizing the Party's theoretical propaganda, emphasizing that we must "strengthen the innovation of communication means and discourse styles, so that the Party's innovative theories 'fly into the homes of ordinary people.'" Based on the needs of the masses and the characteristics of various tasks, Xi Jinping has proposed new discourse such as "lucid waters and lush mountains are invaluable assets," "to forge iron, one must be strong oneself," and "the Chinese Dream is, in the final analysis, the dream of the people." These expressions both speak the heart of the masses and point out the specific direction of work, promoting the popularization of the Party's theoretical propaganda.
(4) Scientifically grasping laws and using technology to empower innovation in propaganda methods
Mao Zedong always insisted on leading propaganda work from the height of grasping its laws. On the one hand, he scientifically grasped the laws of the development of the Chinese revolution and used propaganda work as an important measure to promote the revolution. On the other hand, he scientifically grasped the laws of the development of propaganda work itself and actively explored new propaganda methods. Faced with realistic problems such as a lack of communication resources and blocked communication channels, Mao Zedong made comprehensive use of newspapers, radio, and other communication media, and skillfully used foreign media to carry out international communication work, achieving significant results. Since the 18th CPC National Congress, Xi Jinping has repeatedly emphasized respecting the laws of communication, requiring us to "innovate methods and means, and effectively improve the Party's news and public opinion's power to spread, guide, influence, and command public trust." On the one hand, we must integrate existing propaganda methods and media to play a "combination punch" in propaganda. We must broaden our thinking, base ourselves on the needs of the masses, fully utilize "online" and "offline" methods, and coordinate the relationship between traditional and emerging media, and central and local media. This will form an all-media communication system with intensive resources, a reasonable structure, differentiated development, and efficient coordination, enhancing the cumulative effect. On the other hand, we must explore new propaganda methods according to the development of the times and the laws of communication. We must actively seize new opportunities in network communication, use artificial intelligence, big data, short videos, live streaming, and other technical means to promote the innovation of propaganda methods, improve communication efficiency and accuracy, and enhance the audience's sense of participation and interactivity.