关键词： 中国共产党, 政党形象, 对外传播, 传播效能, 智能媒体, 信息, 受众

Abstract: While the intelligent media is deeply embedded in human life,it continues to reshape the basic environment of party operation,promote the media of party politics,reconfigure attention resources and construct a new field for the external communication of the image of the Communist Party of China (CPC).As a new digital tool,intelligent media has broken the media ecology of the traditional media era,where strong image construction coexists with weak audience deconstruction.However,the "cocoon effect" has induced an isolated dilemma of external communication,and algorithm manipulation has triggered the risk of external image deconstruction.With the "implosion" of diversified evaluation subjects,the essential image of the CPC may even be obscured.In its external image communication,the CPC must face the practical challenges brought by technological innovation,strengthen the basic compliance of its image and give an effective response.However,due to the differences in politics,culture and many other factors,applying the western party image theory will inevitably not be agreeing.Based on this,the external communication of the image of the CPC needs to be adjusted at the conceptual and technical levels:in the symbol of the subject,it should create its "big-appearance" multi-element system;in the supply innovation,optimize its external display form of image;in the construction of the scene,use intelligent technology to monitor the trend of public opinion,taking "official" and "folk" discourse fields into account;and in the construction of the environment,get rid of the algorithmic bias and form a communication pattern that integrates China and foreign countries.In this way,intelligent media can better endow the image of the CPC with external communication,and then comprehensively improve the efficiency of external communication.

Key words: the Communist Party of China (CPC);political party image, external communication;communication efficiency;era of intelligent media;intelligent media;information;audience