How to Make Theoretical Propaganda “Rational, Interesting, and Useful”

Theoretical propaganda is a key link in the Party’s theoretical armed work, playing an important role in arming the entire Party, educating the people, and guiding practice. By adhering to the principles of orientation as the soul, content as the king, and innovation as the essential, firmly grasping the correct political direction, and on the basis of understanding, grasping, and implementing theory, continuously innovating propaganda methods to make it rational, interesting, and useful, can we break through the “last kilometer” of theoretical propaganda and realize the “flying of the Party’s innovative theory into the homes of ordinary people.” [1]1 “Last kilometer” and “flying into the homes of ordinary people” are common Chinese political metaphors for ensuring that Party policies and theories reach the grassroots level and are understood by the general public.

理论宣讲是党的理论武装工作的关键环节，发挥着武装全党、教育人民、指导实践的重要作用。坚持导向为魂、内容为王、创新为要，牢牢把握正确政治方向，在学懂、弄通、做实理论的基础上，不断创新宣讲方式，使之有理、有趣又有用，才能打通理论宣讲“最后一公里”，实现党的创新理论“飞入寻常百姓家”。

Lead the masses with thorough theoretical principles, making theoretical propaganda “rational.” As long as theory convinces people, it can grasp the masses, and as long as theory is thorough, it can convince people. Deeply study and thoroughly understand the propaganda theme, profoundly grasp its theoretical logic, historical logic, and practical logic, support propaganda with solid theory, and respond to, convince, and guide the masses with thorough theoretical analysis. First, focus on elaborating the Marxist positions, viewpoints, and methods it contains. Systematically study classic Marxist works, deeply grasp the scientific connotation, spiritual essence, and core essence of the propaganda theme, master the worldviews and methodologies such as people-centeredness, self-confidence and self-reliance, upholding fundamental principles and breaking new ground, problem-orientation, systems thinking, and embracing the world that lie behind the theory, and guide the masses to use Marxist positions, viewpoints, and methods to analyze and solve practical problems. [2]2 The list of worldviews and methodologies (people-centeredness, self-confidence and self-reliance, upholding fundamental principles and breaking new ground, problem-orientation, systems thinking, and embracing the world) is a standard formulation from Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era. Second, vividly interpret the elements of fine traditional Chinese culture it contains. The Party’s innovative theory is the result of combining the basic tenets of Marxism with China’s specific realities and with the fine traditional Chinese culture. Systematically grasp the rich philosophical thought, humanistic spirit, and moral concepts behind the propaganda theme, effectively activate the vitality of fine traditional Chinese culture, so that propaganda has a strong Chinese flavor, a deep Chinese sentiment, and a lofty national soul, exerting a powerful historical penetrating power, cultural appeal, and spiritual inspiration. Third, continuously expand the cutting-edge theoretical knowledge it contains. The history of our Party is a history of continuously advancing theoretical innovation and theoretical creation. Gain insight into hot issues, learn cutting-edge knowledge, grasp development trends, use the latest theories, advanced experiences, hot news, social and people’s livelihood, etc., to enrich and expand the theoretical core and value implications of the propaganda theme, making the theory both deep and warm, as well as broad and hot.

以透彻的学理引领群众，使理论宣讲“有理”。理论只要说服人，就能掌握群众，而理论只要彻底，就能说服人。学深悟透宣讲主题，深刻把握其理论逻辑、历史逻辑和现实逻辑，用深厚的理论支撑宣讲，以透彻的学理分析回应群众、说服群众、引导群众。一是重点阐述其蕴含的马克思主义立场、观点和方法。系统研读马克思主义经典著作，深刻把握宣讲主题的科学内涵、精神实质、核心要义，掌握理论背后蕴含的人民至上、自信自立、守正创新、问题导向、系统观念、胸怀天下等世界观与方法论，引导群众运用马克思主义的立场、观点、方法来分析解决现实问题。二是生动诠释其蕴含的中华优秀传统文化因素。党的创新理论是马克思主义基本原理同中国具体实际相结合、同中华优秀传统文化相结合的结果。系统把握宣讲主题背后蕴含的丰富哲学思想、人文精神、道德理念，有效激活中华优秀传统文化的生命力，使宣讲具有浓郁的中国味、深厚的中华情、浩然的民族魂，发挥出强大的历史穿透力、文化感染力和精神感召力。三是不断拓展其蕴含的理论前沿知识。我们党的历史，就是一部不断推进理论创新、进行理论创造的历史。洞悉热点问题、学习前沿知识、把握发展趋势，运用最新理论、先进经验、热点新闻、社会民生等，丰富拓展宣讲主题的理论内核与价值意蕴，将理论讲得既有深度和温度，也有广度和热度。

Attract the masses with clever design, making theoretical propaganda “interesting.” If theory is explained “deeply” but without effective methods and clever design, it is easy to make propaganda “lifeless and dry.” A propaganda session with a clear main line, clear logic, and novel form can be fascinating, thought-provoking, and enlightening, making theoretical propaganda vivid and lively. First, ensure there are key points everywhere. On the basis of a comprehensive, systematic, and profound grasp of the propaganda content, find the entry point from the small to see the big, clarify the key points of propaganda, and closely select cases around the main line and key points. Be good at setting real questions, and by solving the questions of “whether it is necessary,” “whether it is possible,” and “how it is possible,” guide the masses to focus on the key points and gradually grasp the theoretical connotation and practical requirements of the propaganda theme. Second, ensure there is emotion at all times. True understanding leads to true belief, true belief leads to true emotion, and true emotion can infect people. The propagandist should invest sincere emotion in the propaganda work, the propaganda content, and the propaganda targets, use rich and diverse propaganda methods, move people with emotion and convince people with reason. Be good at telling small stories, using people around to tell things around, using small stories to propagate big policies, observing big developments from small perspectives, and stimulating the emotional resonance of the masses. Third, ensure there is response frequently. Achieve the echo of propaganda content from beginning to end, revolve around the main line of propaganda, use methods such as one case to the end and problem chains, so that the propaganda content has a logical relationship, achieving interlocking and deepening layers in the echo from beginning to end. Achieve the echo between the propagandist and the masses, be good at using information technology, combine online and offline, combine theory and practice, innovate propaganda carriers, stimulate the interest and thirst for knowledge of the masses, and improve the enthusiasm, initiative, and creativity of the masses.

以巧妙的设计吸引群众，使理论宣讲“有趣”。将理论讲“深”了，但没有运用有效的方式方法进行巧妙设计，则容易使宣讲“没有生命、干巴巴的”。一个主线明确、逻辑清晰、形式新颖的宣讲，能够引人入胜、发人深思，让人豁然开朗，使理论宣讲鲜活生动起来。一是做到处处有重点。在全面、系统、深刻把握宣讲内容基础上，以小见大找准切入点，厘清宣讲重点，紧紧围绕主线和重点精选案例。善设真问题，通过破解“是否需要”“是否可能”“何以可能”之问，引导群众围绕重点、抽丝剥茧把握宣讲主题的理论内涵与实践要求。二是做到时时有情感。真懂才会真信，真信才有真情，真情才能感染人。宣讲者要对宣讲工作、宣讲内容、宣讲对象投入真挚的情感，运用丰富多元的宣讲方式，动之以情、晓之以理。善讲小故事，通过身边人讲身边事，用小故事宣讲大政策，从小视角观察大发展，激发群众的情感共鸣。三是做到常常有呼应。实现宣讲内容的前后呼应，围绕宣讲主线，采用一案到底、问题链等方式，使宣讲内容之间产生逻辑关系，在前后呼应中实现环环相扣、层层深入。实现宣讲者与群众之间的呼应，善用信息技术，线上线下结合、理论与实践结合，创新宣讲载体，激发起群众的兴趣与求知欲，提高群众的积极性、主动性和创造性。

Respond to the masses with specific services, making theoretical propaganda “useful.” The Party’s theory comes from the people, serves the people, and benefits the people. Theoretical propaganda must both “reach the sky” and “stand on the ground,” respond to the masses’ ideological confusion and practical concerns, and fully exert the practical power of theory in the process of serving the masses. First, carry out “skill-based” propaganda, combining it with promoting the masses’ production practices. Organize industrial wealth-leading figures, technical backbones, experts and scholars, etc., to go deep into fields, factory workshops, and urban communities, carry out professional knowledge and skill propaganda in fields such as agriculture, forestry, animal husbandry, and manufacturing, integrate the Party’s innovative theory and policies benefiting the people into technical services, so that the masses can understand, grasp, and implement them. At the same time, pay attention to the fresh creations of the people in production practices, and explain the spiritual essence and theoretical connotation behind them in propaganda. Second, carry out “order-based” propaganda, combining it with meeting the people’s growing needs for a better life. Widely collect the needs of the masses, subdivide propaganda themes, combine them with the people’s growing needs for a better life, provide the masses with a rich propaganda “menu,” and carry out “order-based” propaganda. Whatever the masses need, we will talk about it, flexibly carry out propaganda according to the masses’ educational level, receptivity, and actual needs, so that the masses change from passive acceptance to active “ordering,” demonstrating the fundamental purpose of serving the people wholeheartedly. Third, carry out “customized” propaganda, combining it with solving the masses’ urgent, difficult, and anxious problems. Adhere to the problem orientation, focus on common problems and universal problems reflected by the masses, as well as pain points and difficulties that need to be solved urgently, strengthen collective lesson preparation, create high-quality propaganda, answer the masses’ questions and dispel their doubts with thorough theory, and provide the masses with targeted “customized” services. In answering questions and dispelling doubts, focus on using the vivid practice of upholding and developing socialism with Chinese characteristics in the New Era to speak, let the masses feel the care of the Party Central Committee, the actions of the government, and the practice of the people, enhance the historical initiative of the people, and gather the mighty force for building a strong country and the great rejuvenation of the Chinese nation.

以具体的服务回应群众，使理论宣讲“有用”。党的理论来自人民、为了人民、造福人民，理论宣讲既要“顶天”也要“立地”，要回应群众的思想困惑、现实关切，在服务群众的过程中，充分发挥理论的实践伟力。一是开展“技能式”宣讲，与促进群众生产实践结合起来。组织产业致富带头人、技术骨干、专家学者等，深入田间地头、工厂车间、城镇社区，围绕农林、畜牧、制造业等领域开展专业知识和技能宣讲，将党的创新理论和惠民政策融入技术服务中，让群众听得懂、能领会、可落实。同时，关注人民在生产实践中的鲜活创造，在宣讲中讲好其背后的精神实质与理论内涵。二是开展“点单式”宣讲，与满足人民日益增长的美好生活需要结合起来。广泛征集群众的需求，细分宣讲主题，结合群众日益增长的美好生活需要，为群众提供丰富的宣讲“菜单”，开展“点单式”宣讲。群众需要什么，我们就讲什么，根据群众文化程度、接受能力和实际需求灵活开展宣讲，使群众从被动接受转变为主动“点单”，彰显全心全意为人民服务的根本宗旨。三是开展“定制式”宣讲，与解决群众的急难愁盼问题结合起来。坚持问题导向，聚焦群众集中反映的共性问题、普遍性问题，以及亟待解决的痛点难点问题，加强集体备课，打造精品宣讲，以透彻的理论为群众答疑释惑，有的放矢地为群众提供“定制式”服务。在答疑解惑中，注重用新时代坚持和发展中国特色社会主义的生动实践说话，让群众感受到党中央的关怀、政府的行动、人民的实践，增强人民群众的历史主动性，凝聚起强国建设、民族复兴的磅礴力量。

Online editor: Huihui

网络编辑：慧慧