摘要
在国际传播实践中,异质文化的壁垒始终伴随主流媒体出海的全过程,因而传播中国优秀传统文化成为国际传播实践中的抓手。随着通信网络技术的发展,传统媒体积极展开数字化转型,为适应转型需要,主流媒体与官方主体、跨国企业、非政府组织以及个体公民等多元主体在协同联动中形成了既目标一致又互有差异的国际传播行动者矩阵。从内容维度看,主流媒体应从历史、当代与未来三维空间发力,寻求历史文化共通点、聚焦当代现实关注点,并描摹未来世界关照点。从平台维度看,主流媒体还应遵循数字平台之中的技术者、生产者与调节者逻辑,实现专业内容生产者与商业平台的良好互动。与此同时,主流媒体在圈层交互过程中要明确话语目的性、提高话语适配性、保持话语差异性,并在国际传播的新形势新变局中主动出击、抢占赛道,真正实现国际国内文化圈层的相交相融。
In the international communication practice,the barrier of heterogeneous culture always accompanies the whole process of mainstream media communication,Therefore,spreading Chinese excellent traditional culture becomes the grasping hand in the international communication practice.Along with the development of communication network technology,traditional media began to carry out active digital transformation.In order to meet the transformation needs,mainstream media,official bodies,multinational enterprises,NGOs and individual citizens have formed a matrix of international communication actors with the same goal but different from each other in the collaborative interaction.From the content dimension,mainstream media should make efforts in the three-dimensional space of history,contemporary and future,seeking the historical and cultural commonalities with overseas users,focusing on the contemporary reality,and portraying the future world care point.From the platform dimension,mainstream media should also follow the logic of technologist,producer and regulator in digital platforms to achieve a good interaction between professional content producers and commercial platforms.At the same time,mainstream media should clarify the purpose of discourse,improve the suitability of discourse,maintain the difference of discourse in the process of circle-layer interaction,and take the initiative to seize the race track in the new situation and changes of international communication,so as to truly realize the intersection and integration of international and domestic cultural circles.
作者
赵晗阳
陈虹
Zhao Hanyang;Chen Hong
出处
《新媒体与社会》
2023年第2期217-233,共17页
New Media and Society
基金
国家社科基金重大项目“中国特色国际传播战略体系构建研究”(批准号:22ZDA087)
关键词
国际传播
主流媒体
文化影响力
圈层化
CGTN
International Communication
Mainstream Media
Cultural Influence
Circle-layered
CGTN
作者简介
赵晗阳,华东师范大学传播学院博士生;陈虹,华东师范大学战略传播研究中心主任,传播学院教授
