Making the Party’s Innovative Theory Take Root in the People’s Hearts in the Digital Age

The Third Plenary Session of the 20th Central Committee of the CPC stressed the need to “improve the work system for arming the whole Party with the Party’s innovative theory, educating the people, and guiding practice.” [1]1 “Li Run Xi’an” (理润西安) is a local theoretical propaganda brand in Xi’an, literally meaning “Theory Nourishes Xi’an.” At present, the digital wave is profoundly reshaping the communication landscape, and the dissemination of the Party’s innovative theory faces a triple tension: between depth of content and breadth of dissemination, between theoretical height and reception effectiveness, and between systemic completeness and carrier innovation. To resolve these structural difficulties, it is urgent to construct a “three-dimensional framework” of systematic research, scenario-based dissemination, and coordinated advancement, to explain the Party’s new concepts, new ideas, and new strategies in a way that is profound yet accessible, plain yet comprehensible, so that the Party’s innovative theory takes deeper root in the people’s hearts and is transformed into the people’s conscious practice. Actively advancing the theoretical innovation practice of the “three-dimensional framework” urgently requires building the ideological foundation with academic depth, reconstructing forms of expression with technological innovation, and optimizing the ecosystem with institutional innovation, together constituting the practical path for the Party’s innovative theory to “fly into the homes of ordinary people.” [2]2 “Xuanjiang” (宣讲) refers to a formal, organized oral presentation or lecture aimed at explaining and propagating Party policies and theories to the public.

党的二十届三中全会强调，要“健全用党的创新理论武装全党、教育人民、指导实践工作体系”。当前，数字化浪潮深刻重塑传播格局，党的创新理论传播面临着内容深度与传播广度、理论高度与接受效度、体系完整性与载体创新性的三重张力。要破解这些结构性难题，亟须构建体系化研究、场景化传播、协同化推进的“三维架构”，深入浅出、通俗易懂地阐释党的新理念新思想新战略，让党的创新理论更加深入人心，推动党的创新理论转化为人民群众的实践自觉。积极推进“三维架构”的理论创新实践进程，迫切需要以学理深度筑牢思想根基、以技术革新重构表达形态、以制度创新优化生态系统，共同构成党的创新理论“飞入寻常百姓家”的实践路径。

Adhering to the “people-centered” communication paradigm

坚持“以人民为中心”的传播范式

Anchoring the communication coordinates of “the people’s needs.” General Secretary Xi Jinping pointed out that we must “adhere to a people-centered work orientation, respect the laws of news dissemination, innovate methods and means, and effectively enhance the communication power, guidance power, influence, and credibility of the Party’s news and public opinion.” In the digital age, technology reshapes the entire chain of information production, distribution, and reception, profoundly altering the underlying logic of theoretical dissemination. The subjectivity differences of the audience and the cognitive differential pattern of the network society cause the traditional one-way indoctrination-style communication to exhibit diminishing marginal returns. At the same time, the technological empowerment of digital media further dissolves the binary opposition between communicator and receiver, giving rise to an interactive ecology of “intersubjectivity” communication.

锚定“百姓需求”传播坐标。习近平总书记指出，要“坚持以人民为中心的工作导向，尊重新闻传播规律，创新方法手段，切实提高党的新闻舆论传播力、引导力、影响力、公信力”。数字时代，技术重构信息生产、分发与接收的全链条，深刻改变理论传播的底层逻辑，受众的主体性差异与网络社会的认知差序格局使得传统的单向灌输式传播呈现边际效应递减。同时，数字媒体的技术赋能进一步消解了传者/受者的二元对立，并催生“主体间性”传播的互动生态。

Against this backdrop, improving the effectiveness of theoretical dissemination must grasp the three laws of cognitive adaptation, scenario embedding, and emotional resonance, constructing a new paradigm that integrates segmentation and interaction. Xi’an’s “Li Run Xi’an” Party building project, by introducing models such as “live-streamed political Q&A + theoretical interpretation,” “a thousand online theory propagandists,” and “a points system for theoretical dissemination,” fully stimulates the people’s sense of agency, forming a vibrant situation of “everyone participates in dissemination, everyone shares the results,” and promoting the transformation of theoretical learning from “I speak, you listen” to “you and I co-create,” fully demonstrating the theoretical consciousness of placing the people at the center of dissemination. [3]3 “Xuexi Qiangguo” (学习强国, “Study to Strengthen the Nation”) is a national-level mobile app and online platform launched by the CPC in 2019 for disseminating Party theory, news, and educational content.

在此背景下，理论传播效能的提升必须把握认知适配、场景嵌入、情感共振三重规律，构建分众化与交互式相融合的新范式。西安市“理润西安”党建工程通过引入“直播问政+理论解读”“千名网络理论宣传员”“理论传播积分制”等模式充分激发群众的主体意识，形成“人人参与传播、人人共享成果”的生动局面，推动理论学习实现从“我说你听”到“你我共创”的转变，充分彰显了将人民置于传播中心的理论自觉。

Building a solid theoretical foundation of “content is king.” General Secretary Xi Jinping pointed out that “promoting the systematization and theorization of theory is an inherent requirement and an important pathway for theoretical innovation.” This requires us to conduct systematic research on theoretical content from multiple dimensions, such as historical context, practical logic, and international comparison. At the same time, the essence of theoretical dissemination is ideological dialogue. For the Party’s innovative theory to be spread widely, broadly, and deeply, the fundamental point lies in constructing a content system that is both “down-to-earth” and “touching people’s hearts.” When academic depth and real-world warmth are deeply integrated, theory transforms from abstract concepts into concrete identification.

筑牢“内容为王”理论根基。习近平总书记指出，“推进理论的体系化、学理化，是理论创新的内在要求和重要途径”。这要求我们从历史脉络、实践逻辑、国际比较等多维度开展理论内容的系统性研究。同时，理论传播的本质是思想对话，党的创新理论要传得开、传得广、传得深，根本在于构建既“接地气”又“抵人心”的内容体系，当学术深度与现实温度深度融合，理论便从抽象概念转化为具象认同。

How should theoretical dissemination achieve a reshaping of vitality in content supply, from grand narrative to precise drip-irrigation? The answer lies in employing the art of “decoding” and “transcoding,” transforming profound thought and grand strategy into “local talk,” “household talk,” and “youth talk” that fits the laws of online communication and is close to the people’s lives. The program “Theory Face to Face,” launched by the Xi’an Municipal Party Committee Propaganda Department and other units, adopts five new propaganda models—situational, scenic, artistic, grassroots, and cloud-based—using youthful, artistic, and popularized expressions to transform the powerful force of theory from “inspiring slogans” into perceptible, participatory, and transmittable vivid practices. The resonance between theoretical explanation and practice has greatly increased the program’s dissemination, participation, and like rate.

理论传播应该如何实现在内容供给方面从宏大叙事到精准滴灌的生命力重塑？答案是运用“解码”与“转码”的艺术，将深邃思想、宏大战略转化为契合网络传播规律、贴近百姓生活的“地方话”“家常话”“青春话”。西安市委宣传部等单位推出的《理论面对面》节目通过情境式、场景式、文艺式、末端式、云端式五大宣讲新模式，以年轻化、艺术化、通俗化的表达方式，将理论的强大力量从“激励口号”转化为可感知、可参与、可传播的鲜活实践。学理化阐释与实践同频共振，极大提高了栏目传播度、参与度、点赞率。

Injecting the communication momentum of “technological system innovation”

注入“技术体系创新”的传播动能

Achieving channel integration and effective reach. General Secretary Xi Jinping emphasized that “the key to integrated development lies in merging and becoming one.” This important assertion points the direction for channel innovation in theoretical dissemination. The key to achieving effective reach of the Party’s innovative theory lies in constructing a three-in-one integrated communication network of intelligent main platforms, new social media fronts, and offline digital scenarios, enabling theory to penetrate the fog of information and reach people’s hearts directly.

实现渠道融合与有效触达。习近平总书记强调，“融合发展关键在融为一体、合而为一”。这一重要论断为理论传播的渠道创新指明了方向。实现党的创新理论有效触达，关键在于构建智能主平台、社交新阵地、线下数字场景三位一体的融合传播网络，使理论穿透信息迷雾直抵人心。

Strengthening the intelligent main platform is the strategic fulcrum for building an integrated communication system. Xi’an, relying on the user profiles of the “Xuexi Qiangguo” platform, constructs a segmented dissemination matrix, deeply studying the information reception habits, cognitive characteristics, and emotional resonance of different groups, and pushing distinctive integrated content such as Qinqiang opera, animation, and rap, vividly illustrating the communication effectiveness of “precise drip-irrigation.” [4]4 Qinqiang opera (秦腔) is a traditional form of Chinese opera originating from Shaanxi Province, known for its loud and vigorous style. Activating new social media fronts is the key path to integrating into the youth’s “circle of friends,” requiring deep layout on social media platforms and encouraging the creation of theoretical products with a sense of the internet and the flavor of everyday life. Empowering offline digital scenarios is an innovative practice to break down the barriers of time and space; using VR/AR and metaverse technologies can create perceptible, interactive, and experiential theoretical learning scenarios and emotional immersion fields. The “I Want to Go to Yan’an” themed exhibition at the Memorial Hall of the Eighth Route Army Xi’an Office uses holographic projection, artistic scenes, immersive interactive experiences, and other measures to enhance visitor participation and strengthen emotional resonance. [5] These practices fully confirm that when digital technology is used to deepen dissemination through three pathways—concretizing historical scenes, narrativizing abstract theory, and embodying the cognitive process—theory is elevated from textual interpretation to life experience.

做强智能主平台是构建融合传播体系的战略支点。西安市依托“学习强国”平台用户画像构建分众传播矩阵，深入研究不同群体的信息接收习惯、认知特点和情感共鸣，推送秦腔、动漫、说唱等特色融合内容，生动诠释了“精准滴灌”的传播效能。激活社交新阵地是融入青年“朋友圈”的关键路径，需深度布局社交媒体平台，鼓励创作具有网络感与烟火气的理论产品。赋能线下数字场景是打破时空壁垒的创新实践，运用VR/AR、元宇宙技术可打造可感知、可互动、可体验的理论学习场景和情感浸润场域。八路军西安市办事处纪念馆“我要去延安”主题展采用全息投影、艺术场景、沉浸交互体验等举措提升游客参与度，增强情感共鸣。这些实践充分印证，当借助数字技术以历史场景具象化、抽象理论叙事化、认知过程具身化三重路径深化传播，理论便从文本阐释升维为生命体验。

Balancing technological efficacy and value rationality. Technological innovation injects intelligent power into theoretical dissemination. Cutting-edge technologies such as big data, cloud computing, artificial intelligence, and blockchain can be used to build an intelligent theoretical dissemination platform integrating content production, aggregated distribution, and effect evaluation. However, while the application of intelligent media technology improves dissemination efficiency, it also brings about the filter bubble effect, triggering three risks: narrowing cognitive horizons, ethical controversies over privacy collection, and excessive personalization dissolving the depth of meaning.

平衡技术效能与价值理性。技术创新为理论传播注入智能化力量，大数据、云计算、人工智能、区块链等前沿技术可用于打造集内容生产、聚合分发、效果评估于一体的智能化理论传播平台。但智能媒体技术应用在提升传播效率的同时，也带来信息茧房效应，引发窄化认知视野、隐私采集引发伦理争议、过度个性化消解意义深度三重风险。

To resolve these risks, it is necessary to construct a dialectical framework of “value as the substance, technology as the instrument,” ensuring that a critical dimension is embedded in the innovative technological practice of theoretical dissemination. In the dissemination process, full consideration must be given to the dialectical unity of algorithmic logic and cognitive depth, the organic balance between virtual immersion and historical truth, and the coordinated progress of data-driven approaches and subject dignity. Through corrective measures such as embedding mainstream value weights, data desensitization governance, and manual review systems, the value criterion of technology for good is manifested, so that intelligent dissemination always serves the essential mission of transmitting truth.

化解这些风险需构建“价值为体、技术为用”的辩证框架，确保理论传播的创新技术实践中植入批判性维度，在传播过程中充分考量算法逻辑与认知深度的辩证统一、虚拟沉浸与历史真实的有机平衡、数据驱动与主体尊严的协同并进，并通过主流价值权重嵌入、数据脱敏治理、人工审核制等纠偏手段，彰显技术向善的价值准则，使智能传播始终服务于真理传递的本质使命。

Constructing a communication ecology of “deep coordinated development”

构建“深度协同发展”的传播生态

Full-chain interaction for internalization in the heart. General Secretary Xi Jinping emphasized that “propaganda and ideological work is work on

全链互动的内化于心。习近平总书记强调，“宣传思想工作是做人的工作的”，“读者在哪里，受众在哪里，宣传报道的触角就要伸向哪里，宣传思想工作的着力点和落脚点就要放在哪里”。在内容生产阶段，通过设计激励机制，动员用户参与创作分享学习运用理论知识的真实案例与感悟，形成源自实践、回归群众的“故事库”，增强理论说服力。在精准推送阶段，通过构建理论传播效果大数据平台，实时监测内容触达率、用户停留时长、互动情感倾向、分享路径等关键指标，绘制不同群体的认知图谱与需求热点，为传播策略优化提供科学依据。在反馈优化阶段，建立快速反应机制，对理论传播中的热点、疑惑、误区，通过人机协同的工作方式在线答疑、直播解读、靶向网评，及时廓清迷雾、批驳谬误，形成“传播—反馈—研判—优化”的完整闭环，确保理论传播始终精准回应时代之问、人民之需。

The synergistic reconfiguration of the ecosystem. Through the co-creation of value by multiple subjects, a deep-level integration of resources is achieved. For example, the “Li Run Xi’an” [n1] alliance, coordinated by the Xi’an Municipal Party Committee Propaganda Department, integrates resources from universities, media, and enterprises to form an integrated ecosystem of production, education, research, and application, solving the problem of fragmented resources and constructing a three-tier communication network of “municipal platform coordination + district-level characteristic operations + community-level terminal outreach.” At the municipal level, the “Li Run Xi’an” smart theory learning platform has been developed, integrating functions such as policy interpretation, video courses, and interactive Q&A, and connecting with the city’s 12345 citizen service hotline data to achieve a linkage between theoretical explanation and the handling of people’s livelihood demands. Each district and county creates sub-brands based on local characteristics; for instance, Yanta District has launched a “Theory Express” mini-program, where users can place orders to schedule Party member volunteers for door-to-door宣讲 [n2]. At the community level, terminals such as smart screens, WeChat groups, and “Xuexi Qiangguo” [n3] community study corners are used to build a “15-minute theory learning circle.”

生态系统的协同再造。通过多元主体价值共创形成深层次的资源整合。如“理润西安”联盟通过西安市委宣传部统筹高校、媒体、企业资源，形成产学研用一体化生态，破解了资源碎片化难题，构建了“市级平台统筹+区级特色运营+社区终端触达”的三级传播网络。市级层面开发“理润西安”智慧理论学习平台，整合政策解读、视频课程、互动问答等功能，接入全市12345市民服务热线数据，实现理论阐释与民生诉求办理的联动；各区县依托本地特色打造子品牌，如雁塔区推出“理论快递”小程序，用户下单即可预约党员志愿者上门宣讲；社区层面则利用智慧屏、微信群、“学习强国”社区学习角等终端，构建“15分钟理论学习圈”。

In the new journey of the accelerating evolution of digital civilization, letting the Party’s innovative theories “fly into the homes of ordinary people” is an inevitable requirement for consolidating the Party’s governing foundation and gathering the great strength for national rejuvenation, and it is also the sacred mission entrusted by the times to the propaganda, ideological, and cultural front. Only by always adhering to the correct political direction, public opinion orientation, and value orientation, deeply integrating the surging power of digital technology with the truth force of theoretical content, and continuously innovating concepts, content, forms, methods, means, systems, and mechanisms, can we effectively overcome the communication challenges of the digital era and truly open up the “last kilometer” of theoretical armed forces.

在数字文明加速演进的新征程中，让党的创新理论“飞入寻常百姓家”，是巩固党的执政根基、凝聚民族复兴伟力的必然要求，也是时代赋予宣传思想文化战线的神圣使命。唯有始终坚持正确的政治方向、舆论导向、价值取向，将数字技术的澎湃动能与理论内容的真理力量深度融合，不断创新理念、内容、形式、方法、手段、体制、机制，才能有效克服数字时代的传播挑战，真正打通理论武装的“最后一公里”。

The Xi’an practice—a paradigm shift from “content supply” to “meaning co-construction,” a thinking shift from “technical tools” to “communication ecology,” and a mechanism shift from “unidirectional governance” to “pluralistic coordination”—provides a useful exploration for the dissemination of the Party’s innovative theories in the digital era. Along with Qinqiang opera [n4] singing the new sounds of the times, VR recreating red memories, and bullet comments gathering the wisdom of the people, focusing on the broad masses of grassroots cadres and the people, making efforts and working hard on the subtle and engaging aspects, allowing the Party’s new concepts, new ideas, and new strategies to be disseminated accurately and attractively, infiltrating the daily lives of the broad masses of the people, and truly realizing the consolidation of the ideological foundation in the digital wave through integration into daily narratives, emotional structures, and cultural genes, thereby gathering immense strength for national rejuvenation.

从“内容供给”到“意义共建”范式转型、从“技术工具”到“传播生态”思维转型、从“单向治理”到“多元协同”机制转型的西安实践为数字时代党的创新理论传播提供了有益探索。伴随着秦腔唱响时代新声、VR重现红色记忆、弹幕汇聚民众智慧，注重面向广大基层干部群众，在润物无声、引人入胜上做文章、下功夫，让党的新理念新思想新战略传播得精准而富有吸引力，浸润在广大人民群众的日常生活当中，通过融入日常叙事、情感结构、文化基因，真正实现在数字浪潮中筑牢思想之基，为民族复兴汇聚磅礴伟力。

(The author is Director of the Center for Guidance on the Practice of Civilizational and Ethical Progress in the New Era, Xi’an Municipal Committee Propaganda Department of the CPC)

（作者系中共西安市委宣传部新时代文明实践指导中心主任）

Online editor: Tongxin

网络编辑：同心