本报告通过对中国外文局当代中国与世界研究院开展的“第六次中国国家形象全球调查”的数据进行分析,发现各国民众对中国政治理念和主张有一定认知。其中,“一带一路”作为国家顶层倡议在全球范围内认知度很高。国际公众眼中的中国政府形象,表现为法治程度高、治理能力高效,但传统保守、存在贪腐官僚现象;各国民众对中国执政党的评价比较积极,全面从严治党是最突出的形象。本文还发现,相对发达国家民众,金砖国家和发展中国家民众对中国政治形象的评价更加积极。为提升中国政治形象,在此基础上本文提出如下建议:把握受众差异,实施差异化传播;聚焦年轻群体,进行精准传播;抓住兴趣点,“夹带式”传播;加强媒体合作,提高中国对外传播的落地率。
Through the analysis of the 6th China National Image Global Survey conducted by Academy of Contemporary China and World Studies,China Foreign Languages Bureau,it is found that respondents in various countries have certain awareness of China’s important political concepts and views. Among them,the “Belt and Road” as the national top-level strategy is highly recognized on a global scale. The image of the Chinese government in the eyes of the international respondents is characterized in four aspects:the high degree of rule of law,the high governance capacity,the high degree of traditional conservation and the existence of corrupt bureaucracy. The respondents in various countries are positive about the ruling party of China and Seeing Party self-governance exercised fully and with rigor is the most prominent image of Chinese Communist Party. In order to enhance and improve China’s political image,this paper puts forward the following suggestions:grasp the difference of the audience,implement differentiated communication;focus on the young group,carry out accurate dissemination strategy;seize the points of interest,implemented “entrained” dissemination;strengthen cooperation with overseas media,increase the landing rate of Chinese voice.