軟宣傳的心理機制：失諧理論與中共政治說服的娛樂化

Psychological Mechanism of Soft Propaganda: Incongruity Theory and Entertainmentization of Political Persuasion

我們透過社會心理學的理論，分析近年中共在政治說服策略的變化及其效果。本文聚焦於諧音梗的軟宣傳，依失諧理論的觀點，諧音梗這種幽默的宣傳方式，可能會讓受眾感到逗趣且詼諧，進而強化中共政策對其的親和力。本文透過深度訪談與問卷調查等方式，來進行這項研究，但其結果，似乎與失諧理論的預期不完全一致。對此，我們提出了「感知－認知」的心理過程之框架來解釋，並認為許多受眾看到官宣的心理印象，呈現出「侵略性幽默」，甚至產生了「心理防禦機制」。我們希望藉由本研究，進一步將中國研究與心理學、傳播學等學科結合，以提出更創新的觀點，來分析宣傳領域的政策效果。

This study uses the theory of social psychology to analyze changes in the political persuasion strategies of the Chinese Communist Party (CCP) in recent years, including the effects of such changes, and mainly focuses on the soft propaganda of homophonic puns. From the perspective of incongruity theory, this type of propaganda method may elicit humor among audiences, thereby strengthening their affinity for the policies of the CCP. Thus, this study conducts in-depth interviews and questionnaire surveys. However, the results seem to be only partially consistent with the expectations of incongruity theory. In this regard, we proposed the“perception-cognition”psychological process framework to explain this phenomenon. Through this framework, we believed that many audiences already had an impression of the official announcement, which displayed aggressive humor and produced an immediate psychological defense mechanism. Through the research in this article, we hope to further combine Chinese studies with other disciplines, such as psychology and communication, to propose further innovative viewpoints and analyze the effectiveness of policy implementation in the field of propaganda.