在新的历史时期,人们思想多元、多样、多变的趋势日益明显,主流价值观和基本道德规范在一定程度上受到挑战,意识形态领域面临着一元主导性与多样性并存的特征。典型宣传作为政治思想工作的重要内容和新闻宣传的重要形式,具有榜样示范功能,是弘扬社会正气、推动社会进步重要途径,对于培育和践行社会主义核心价值观具有重要作用。秉承这一优良传统和重要法宝,不少单位运用典型宣传的“武器”作了不少实践和探索,但还是存在着一些问题和倾向,使得典型宣传的实际效果大打折扣。笔者结合当前形势和工作实践,从增强典型宣传的针对性、有效性和影响力出发,提出了一些对策和思考。 In the new historical period, people are becoming more and more diverse, diverse and changeable. The mainstream values ​​and basic moral standards are challenged to some extent, and the ideological field faces the coexistence of one dominant and one-dimensional characteristics. As an important content of political and ideological work and an important form of news propaganda, the typical propaganda serves as an example and demonstration function, which is an important way to promote social integrity and promote social progress. It plays an important role in nurturing and practicing the core values ​​of socialism. Adhering to this fine tradition and important magic weapon, quite a few units made a lot of practice and exploration in using the typical propaganda “weapons.” However, there are still some problems and tendencies that greatly reduce the actual effectiveness of typical propaganda. Based on the current situation and work practices, the author puts forward some countermeasures and considerations from the perspective of enhancing the pertinence, effectiveness and influence of typical publicity.