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2015年,一部时长3分钟名为《中国共产党与你一起在路上》的中共国际宣传短片迅速走红于网络,不仅得到国内各大主流媒体的报道,而且引起包括美国《纽约时报》在内的多家外媒关注。短片首先在微信这一移动平台上引起广泛传播和好评,随后在各大视频网站上的点击量一日之内超过百万。本文试图对这一宣传短片进行个案分析,探究其走红于网络的主要原因,以期对当今互联网思维下的政府网络公关如何取得更好的传播效果提供建议。
In 2015, a 3-minute international propaganda video titled “The Chinese Communist Party is on the Road with You” quickly became popular in the Internet. It was not only reported by major mainstream media in China, but also caused the “New York Times” Many foreign media attention. The video first aroused wide dissemination and acclaim on the mobile platform of WeChat, and then over a million clicks on major video sites in a single day. This article attempts to make a case study of this video to explore the main reasons for its popularity in the network, with a view to provide advice on how to achieve better communication effect under the current Internet thinking.