从"问候仪式"到"治理范式":党建品牌化驱动乡村治理转型的机制研究OACHSSCD

To reveal the in-depth mechanism of how Party building branding transforms from a political symbol into a sustainable rural governance paradigm and address the dilemmas of"formalization"and"detachment"that Party building brands often encounter in practice,this study takes the"Good Morning"Party building brand of Datang Village in Changshan County,Zhejiang Province as a case,constructs a"symbol-emotion"dual-drive analytical framework,and adopts the case study method and theory-testing process tracing method.It is found that successful Party building branding is a systematic project where"symbolic capital"and"emotional energy"promote and coordinate with each other,and that Datang Village has achieved a leap in governance paradigm from institutional embedding to value internalization through the four-stage linkage of"symbol coding—ritual empowerment—capital transformation—paradigm generation".In this process,symbol coding converts abstract political discourse into perceptible governance symbols,collective emotional energy is injected into ritual empowerment through high-frequency interactions,and capital transformation promotes the multi-dimensional value increment of symbolic capital into economic,social and cultural capital that finally,the four-dimensional reconstruction of governance subjects,efficiency,values and systems is realized.