摘要
新冠肺炎疫情使得国际舆论局势危机隐现,中西舆论斗争愈发激烈。中国主流媒体的外宣战线面临新的挑战。中央关于推进国际传播能力建设在新时代的实践指向为我国主流媒体的对外传播工作指明新思路。视频传播作为未来国际传播的重要战略方向,具有核心地位。本文聚焦新华网英文版视频栏目的建设现状,分析其在国际传播过程中存在的问题,并提出优化策略。研究发现,新华网英文版视频栏目硬新闻题材占比较高,内容编辑官方色彩浓厚,社交属性有待激活。为提升国际传播效能,未来视频栏目可以在议题偏向、形式呈现、版面设计方面做一定的调整和优化,以期更好地提升融合传播能力,推动主流新闻网站品牌“走出去”。
The Covid-19 epidemic has triggered a looming crisis in international public opinion situation,and the public opinion warfare between China and western countries has become more and more intense.The external publicity front of Chinese mainstream media faces new challenges.The central government’s instructions on improving international communication capacity in the new era have pointed out new thoughts for the international communication work of China’s mainstream media.As an important strategic direction of international communication in the future,video communication has a central position.This study focuses on the current situation of Xinhuanet’s English version of Video&Live column,analyzes its problems in the process of international communication,and proposes optimization strategies.The study finds that Xinhuanet’s Video&Live column has a high proportion of hard news topics,a strong official content editorial style,and its social attributes need to be promoted.In order to improve the effectiveness of international communication,in the future,Video&Live column can be adjusted and optimized in terms of topic bias,format presentation and layout design,so as to better improve the convergence communication ability and promote the brand of mainstream news websites to“go global”.
作者
王娟
华伊然
Wang Juan;Hua Yiran
出处
《中国新闻传播研究》
2022年第2期15-28,共14页
China Journalism and Communication Journal
基金
国家社科基金一般项目“协同治理视角下互联网企业信息管理社会责任缺失与重塑研究”(项目编号:20BXW081)的阶段性研究成果
关键词
主流媒体
英文网站
国际传播
新华网
mainstream media
English websites
international communication
Xinhuanet
作者简介
王娟,中国传媒大学国际传媒教育学院副研究员;华伊然,中国传媒大学国际传媒教育学院本科生
