How to Do a Good Job of Interactive Dissemination of the Party’s Innovative Theories

The accelerating leap in digital technology and the in-depth development of media convergence have greatly changed the modes and characteristics of information dissemination. The dissemination and acquisition of information have become unprecedentedly convenient, fast, and efficient, and the Party’s innovative theories “flying into the homes of ordinary people” no longer face obvious technical thresholds. However, the linear dissemination pattern of “I speak, you listen” characteristic of the traditional media era is gradually changing. Information dissemination is showing new trends of decentralization, stratification, and fragmentation. The limitations of one-way dissemination in the “preaching” and “indoctrination” mode are becoming increasingly prominent, and the transformation of the Party’s innovative theories from “entering the eyes and ears” to “entering the mind and heart” has become more complex. Meanwhile, interactive dissemination, characterized by two-way communication, real-time feedback, personalized push, multimedia presentation, and social dissemination, is continuously rising, becoming a key path to enhancing the affinity, precision, participation, and conversion rate of the dissemination of the Party’s innovative theories. Therefore, doing a good job of interactive dissemination is an inevitable move for the Party’s innovative theories to proactively seek change and innovation, achieving efficient dissemination that “resonates in people’s hearts.”

数字技术的加速跃升和媒体融合的深入发展极大地改变了信息传播的模式和特点，信息的传播与获取变得前所未有的便捷、快速、高效，党的创新理论“飞入寻常百姓家”不再具有明显的技术门槛。然而，传统媒体时代“我说你听”式的线性传播格局正在逐步改变，信息传播呈现去中心化、分层化、碎片化的新趋势，“说教式”“灌输式”的单向传播的局限性日益凸显，党的创新理论从“入眼入耳”到“入脑入心”的转化变得更加复杂。而以双向交流、即时反馈、个性化推送、多媒体呈现、社会化传播为特征的互动式传播不断兴起，成为提升党的创新理论传播亲和度、精准度、参与度、转化度的关键路径。因而，做好互动式传播是党的创新理论主动求新求变、实现“声入人心”高效传播的必然之举。

Treat interactive dissemination as an emerging “compulsory course.” In the era of information explosion, the attention of audiences is increasingly fragmented. Information dissemination lacking interaction finds it difficult to form strong dissemination power and appeal, whereas interactive dissemination with a sense of closeness, immersion, and participation can directly reach people’s hearts, achieving empathy, resonance, and consonance with the audience. Therefore, whether it is traditional news media or various new media platforms, they are all vigorously developing new interactive dissemination functions such as social networking, bullet comments, comments, and reposts, to attract audience attention, enhance audience cohesion, and increase user stickiness. In contrast, the application of the Party’s innovative theories in interactive dissemination is still in a lagging stage, and an important reason for this problem lies in insufficient understanding of interactive dissemination, underestimating the necessity and importance of interactive dissemination of the Party’s innovative theories.

将互动式传播视作一门新兴的“必修课”。在信息爆炸时代，受众的注意力日益分散，缺乏互动的信息传播难以形成较强的传播力和吸引力，而有贴近感、代入感、参与感的互动式传播能够直抵人心，与受众共情共鸣共振。因此，无论是传统的新闻媒体，还是各类新媒体平台，都在如火如荼地开发社交、弹幕、评论、转发等互动式传播的新功能，以吸引受众的注意力、增强受众的聚合力、提升用户黏性。相比之下，党的创新理论在互动式传播的应用上还处于滞后阶段，而造成这一问题的重要原因就在于对互动式传播的认识不足，低估了党的创新理论进行互动式传播的必要性和重要性。

In fact, interactive dissemination not only aligns with the trends of modern information dissemination but also meets people’s new demands for information dissemination. It has significant positive implications for improving user participation, promoting two-way communication, and enhancing information credibility, precision, and influence. Under the new information dissemination ecology, doing a good job of interactive dissemination is the Party’s innovative theories “following the trend” to adapt to the trends of segmented and differentiated dissemination, “acting in response to the times” to ensure that dissemination power, influence, appeal, and emotional impact move in the same direction, and “seizing the momentum” to advance the dissemination of the Party’s innovative theories to new steps. Therefore, doing a good job of interactive dissemination is by no means an optional “elective course” but an extremely important emerging “compulsory course.” It is necessary to attach great importance, clarify goals, make overall plans, deeply grasp the connotation, forms, and characteristics of interactive dissemination, accurately identify the points of convergence between interactive dissemination and the Party’s innovative theories, and concretize and operationalize the work of doing a good job of interactive dissemination of the Party’s innovative theories.

实际上，互动式传播既契合了现代信息传播的趋向，又满足了人们对信息传播的新需求，在提高用户参与度，促进双向沟通，提升信息可信度、精准度和影响力等方面都具有重要的积极意义。在新的信息传播生态下，做好互动式传播是党的创新理论传播适应分众化、差异化传播趋势的“顺势而为”，是确保传播力、影响力与吸引力、感染力同向而行的“因时而动”，是推进党的创新理论传播迈出新步伐的“乘势而上”。因此，做好互动式传播绝不是可有可无的“选修课”，而是一门极为重要的新兴的“必修课”。必须高度重视、明确目标、统筹规划，深刻把握互动式传播的内涵、形式与特征，找准互动式传播与党的创新理论的契合点，把做好党的创新理论互动式传播的工作具体化、实践化。

Strengthen the building of an all-media theoretical dissemination team. Doing a good job of interactive dissemination of the Party’s innovative theories is a complex systematic work, involving multiple links such as content production, discourse transformation, technology development, multimedia design, big data analysis, cross-media integrated operations, and virtual reality construction. It requires not only experts and scholars who understand theory but also “dual-capability” talents who understand both new technology and new media. It requires all kinds of talents to cooperate and collaborate closely, forming an all-media theoretical dissemination team that is politically reliable, professionally skilled, and highly competent.

加强全媒型理论传播队伍建设。做好党的创新理论互动式传播是一项复杂的系统工作，涉及内容生产、话语转化、技术开发、多媒体设计、大数据分析、跨媒介整合运营、虚拟现实搭建等多个环节，既需要懂理论的专家学者，也需要既懂新技术又懂新媒体的“双栖”人才，需要各类人才相互配合、通力合作，组建成政治过硬、业务精湛、本领高强的全媒型理论传播队伍。

The focus of building an all-media theoretical dissemination team lies in revitalizing the existing talent pool, that is, enhancing the theoretical level, media literacy, and professional capabilities of theoretical dissemination workers at all levels through changing concepts, strengthening skills, undertaking missions, and demonstrating achievements. Specifically, empowerment training can be carried out to enable theoretical dissemination workers at all levels to face up to the profound changes in the media landscape, dissemination relationships, and media technology, to make the shift in thinking from “communicator-centered” to “audience-centered,” to strengthen new concepts such as internet thinking, big data thinking, cross-border thinking, iterative thinking, platform thinking, and traffic thinking, and to actively improve digital literacy and all-media skills, stimulating the initiative and creativity of theoretical dissemination workers. At the same time, workers disseminating the Party’s innovative theories must not deviate from the original aspiration and founding mission, blindly pursuing discourse trends, novel forms, or technological advancement. Instead, they must adhere to the primary political task of arming the entire Party and educating the people with the Party’s innovative theories, closely follow the main theme and positive energy, and accomplish the new task of interactive dissemination while emphasizing both upholding fundamental principles and innovation. Furthermore, through the combined efforts of multiple dimensions such as strengthening talent introduction, optimizing personnel structure, improving training mechanisms, and innovating evaluation mechanisms, the overall motivation, vitality, and capability of the theoretical dissemination work team should be enhanced, providing solid and powerful talent support for doing a good job of interactive dissemination of the Party’s innovative theories.

打造全媒型理论传播队伍的重心在于盘活人才存量，即在转观念、强本领、担使命、展作为中提升各级理论传播工作者的理论水平、媒介素养和专业能力。具体而言，可开展赋能培训，使各级理论传播工作者正视媒体格局、传播关系、媒介技术发生的深刻变化，做好从“传播者本位”到“受众本位”的思维转向，强化互联网思维、大数据思维、跨界思维、迭代思维、平台思维、流量思维等新理念，主动提高数字素养和全媒体技能，激发理论传播工作者的主动性、创造性。同时，党的创新理论传播工作者不能偏离初心使命，盲目追求话语潮流、形式新颖、技术超前，而要坚守用党的创新理论武装全党、教育人民这个首要政治任务，紧扣主旋律和正能量，在守正与创新并重中做好互动式传播的新任务。此外，还应在加强人才引进、优化人员结构、完善培养机制、创新评价机制等多个维度的合力作用下，从整体上强化理论传播工作队伍的动力活力能力，为做好党的创新理论互动式传播提供坚实有力的人才支撑。

Build a theoretical dissemination chain that “knows me” and “includes me.” On the one hand, focus on the precision of “knowing me” in agenda setting. For the Party’s innovative theories to “spread widely,” they must firmly grasp the audience’s attention. Agenda setting is an important way to guide public opinion, the first step to attract the audience, and the basic condition for establishing interactive communication. Doing a good job of interactive dissemination first requires understanding the audience, getting close to the audience, focusing on “ideological knots,” narrowing the distance between theory and the audience, and interacting with the audience on topics they think about, hope for, and care about, thereby finding the same frequency, deeply exploring empathy, achieving resonance, and building consensus. At the same time, the needs and characteristics of each audience member differ. To get close to the audience in agenda setting, it is necessary to improve the precision of theoretical delivery through segmented and differentiated dissemination. Only in this way can a solid foundation be laid for the development of interactive dissemination.

打造“知我”“有我”的理论传播链。一方面，注重议程设置上“知我”的精准度。党的创新理论要“传得开”就必须把受众的注意力牢牢抓住，而议程设置是引导舆论的重要途径，也是吸引受众的第一步，以及建立互动沟通的基本条件。做好互动式传播首先应了解受众、贴近受众，聚焦“思想疙瘩”，拉近理论与受众的距离，与受众在所思所想所盼的话题上开展互动，从而找准同频、深挖共情、实现共鸣、凝聚共识。同时，每个受众的需求和特点各有不同，要在议题设置上贴近受众，就必须通过分众化、差异化传播提高理论送达的精准度，只有这样，才能为互动式传播的展开打下坚实基础。

On the other hand, focus on the sense of participation of “including me” in the dissemination process. Take the audience’s sense of experience and immersion as a breakthrough, optimize the design of interactive links, add functions such as audience likes, comments, reposts, and dialogues, introduce Q&A sessions, voting options, and reward mechanisms, emphasize real-time feedback, and allow the audience to participate in the entire process of disseminating the Party’s innovative theories in multiple forms and comprehensively. Focus on mobilizing the audience’s subjectivity and initiative. By strengthening interaction among the audience, let people around them tell stories about things around them, use things around them to educate people around them, and promote the efficient dissemination of theory within specific circles. In response to the trend of stratified dissemination, leverage the special role of groups such as Party school and university Marxist college teachers, cultivate opinion leaders, and create online celebrity propaganda teams, so that interactive dissemination breaks down circle barriers in a “multi-centered” manner, achieving cross-circle dissemination.

另一方面，注重传播过程中“有我”的参与感。以受众的体验感和代入感为突破口，优化互动性环节设计，加入受众点赞、评论、转发、对话等功能，增设问答环节、投票选项和奖励机制，注重即时反馈，让受众多形式全方位参与党的创新理论传播全过程。注重调动受众的主体性和积极性，通过强化受众之间的互动，让身边人讲身边事、用身边事教育身边人，促进理论在特定圈层中的高效传播。针对分层化传播趋势，发挥好党校和高校马克思主义学院教师等群体的特殊作用，培养意见领袖、打造网红宣讲队，使互动式传播在“多中心化”中打破圈层壁垒，实现跨圈层传播。

Take multiple measures and make sustained efforts in cyberspace. Cyberspace has become the main field for production and life of our country’s people. To do a good job of interactive dissemination of the Party’s innovative theories for social groups of different ages and levels, it is necessary not only to design dissemination content and methods tailored to the characteristics of different groups but also to have priorities, goals, and directions, concentrating efforts on the most critical youth group that can influence the overall situation. The youth group naturally carries “internet genes,” has the highest proportion among netizens, the highest level of activity, a higher frequency and degree of dependence on internet use, and has keen perception and higher enthusiasm for participating in discussions on internet topics. They are both the key audience for the dissemination of the Party’s innovative theories and the key force for doing a good job of secondary dissemination. To do a good job of interactive dissemination of the Party’s innovative theories, it is necessary to enter the gathering places of youth, design interactive dissemination content from the perspective of youth, adopt forms and methods that youth groups find enjoyable, and capture the interests of youth; leverage the key role of youth groups in cyberspace, enhance their sense of responsibility and mission, and by forming forms such as university student online propaganda teams, hand the “microphone” to youth, using “youth vitality” to stimulate “social energy.”

在网络空间多措并举持续发力。网络空间已经成为我国人民生产生活的主要场域。面对不同年龄、不同层次的社会群体，做好党的创新理论互动式传播，既要根据不同群体的特点，有针对性地设计传播内容和方式，也应当有重点、有目标、有方向，集中精力抓住最关键、最能影响全局的青年群体。青年群体天然带有“互联网基因”，在网民中的比例最高，活跃度也最高，网络使用频率和依赖程度较高，对网络话题讨论具有敏锐的感知能力和更高的参与热情，既是党的创新理论传播的关键受众，也是做好二次传播的关键力量。做好党的创新理论互动式传播，要走进青年的聚集地，从青年的视角出发设计互动式传播内容，采用青年群体喜闻乐见的形式和方式，抓住青年的兴趣点；发挥青年群体在网络空间中的关键作用，提升他们的责任感和使命感，通过组建大学生线上宣讲团等形式，把“话筒”交给青年，用“青年活力”激发“社会能量”。

Cyberspace is a distribution hub for the application of new technologies. To conduct interactive dissemination of the Party’s innovative theories, we must make good use of technological empowerment, fully leverage the technological advantages of cyberspace, effectively integrate new technologies and new carriers such as short videos, livestreaming, big data, virtual reality (VR), and augmented reality (AR), create a batch of blockbuster products with interactive dissemination as their core hallmark, and open up a new situation for the dissemination of the Party’s innovative theories. In addition, it should be recognized that interactive dissemination is not an independent mode of dissemination but a dimension of the information dissemination model; only by achieving organic integration with other dissemination modes can the optimization of dissemination effects be realized. Therefore, we must utilize the platform advantages of cyberspace, take integrated media as the entry point, embed interactive dissemination comprehensively into the three-dimensional dissemination system of the Party’s innovative theories, and rationally combine it with dissemination modes such as lightweight dissemination, immersive dissemination, and segmented dissemination to pool joint forces, thereby delivering a “combined punch” [11]11 “Combined punch” (组合拳) is a metaphor from boxing, used in Chinese political discourse to describe a coordinated set of measures or strategies applied together for maximum effect. for the interactive dissemination of the Party’s innovative theories.

网络空间是新技术应用的集散地。做好党的创新理论互动式传播要善用技术赋能，充分利用网络空间的技术优势，将短视频、直播、大数据、虚拟现实（VR）和增强现实（AR）等新技术新载体有效整合，打造出一批以互动式传播为核心标识的爆款产品，开创党的创新理论传播的新局面。此外，还应认识到互动式传播并不是一种独立的传播方式，而是信息传播模式的一个维度，只有实现与其他传播方式的有机融合才能达成传播效果的最优化。因此，要利用网络空间的平台优势，以融媒体为切入点，将互动式传播全方位嵌入党的创新理论立体化的传播体系之中，与轻量化传播、沉浸式传播、分众化传播等传播方式合理搭配、汇聚合力，打好党的创新理论互动式传播的“组合拳”。

(The author is the editor-in-chief of the Journal of the Inner Mongolia Autonomous Region Academy of Social Sciences)

（作者系内蒙古自治区社会科学院杂志社总编）

Online editor: Huihui

网络编辑：慧慧