A study on the improvement pathways of propaganda, ideological, and cultural work in state-owned enterprises based on narrative theory
基于叙事理论的国有企业宣传思想文化工作改进路径研究

摘要

当前，部分国有企业在宣传思想文化工作中面临内容同质、参与度低、影响有限等现实挑战。本文引入叙事理论，从时代背景与现实困境出发，指出问题的根源在于组织所讲述的故事缺乏真实主体、具体经验与有效载体，提出应推动宣传思想文化工作从“信息传达”转向“故事共建”，通过让一线员工成为叙事主体、聚焦岗位实践提炼价值、运用短视频与有声媒介创新表达，并辅以制度保障，构建“由员工书写、为员工讲述、被员工认同”的组织叙事生态。研究表明，以叙事为方法，可显著提升企业文化的亲和力、感染力与内化效果，切实增强新时代国企宣传思想文化工作的实效性与凝聚力。

Abstract

Currently, some state-owned enterprises face practical challenges in their propaganda, ideological, and cultural work, such as homogenized content, low engagement, and limited impact. Drawing on narrative theory and considering both the contemporary context and existing dilemmas, this paper identifies the root cause of these issues as the organization’s storytelling lacking authentic subjects, concrete lived experiences, and effective communication channels. It proposes shifting the focus of propaganda, ideological, and cultural work from "information dissemination" to "collaborative story-building." This can be achieved by empowering frontline employees as narrative agents, extracting values from job-specific practices, innovating expression through short videos and audio-based media, and reinforcing these efforts with institutional support. The goal is to cultivate an organizational narrative ecosystem that is "written by employees, told for employees, and embraced by employees." Research indicates that adopting a narrative approach can significantly enhance the relatability, emotional resonance, and internalization of corporate culture, thereby strengthening the effectiveness and cohesion of propaganda, ideological, and cultural work in state-owned enterprises in the new era.