关键词： 政治传播, 习近平总书记回信, 群众路线, 感染力

Abstract: Since the 18th CPC National Congress,General Secretary XiJinping has replied to people many times,involving young people,grassroots cadres and masses,scientific and technological and cultural workers,as well as officers and soldiers.Mostly around Chinese traditional festivals,red festivals,international festivals,major events and some important time nodes,these replies have aroused widespread concern in the whole society.The replies include four major themes:the growth and development of young people,the idea of people-centered development,the promotion of national scientific and technological hard power and cultural soft power,and the strengthening and revitalizing the army in the new era.With short,authentic,new and friendly discourse style,these replies have inherited and developed the tradition of the Communist Party of China,effectively strengthened the flesh-and-blood ties between the Party and the masses,made information communication and feedback easier,enhanced the emotional recognition of the mainstream values of the whole society,and gathered together the great force to realize the great rejuvenation of the Chinese nation.

Key words: political communication, General Secretary Xi Jinping's replies, mass line, appeal