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进博会国际媒体传播影响力报告(2018~2021)——基于大数据信息...

文章摘要

2018~2021年,中国国际进口博览会已经举办四届,以开放、包容姿态与全球参展方合作。但随着新冠肺炎疫情持续影响全球经济,全球化遭遇“逆风逆流”,进博会在媒体报道和社交媒体方面面临着多种舆论压力。本报告对这一具有非凡影响力的盛会进行传播影响力研究,综合运用大数据主题建模、社会网络分析、情绪感知评价分析方法,关注过去四届进博会(2018~2021年)在国际媒体机构和社交媒体(Twitter和Facebook)上的主题分布、议题结构、报道趋势和情绪态度四个层面的情况。研究发现,在媒体机构和社交媒体平台的报道中,欧美媒体机构成为境外媒体的主要参与方,共建“一带一路”国家、中东欧友好合作国家等的报道数量有限。从2020年第三届进博会开始,新冠肺炎疫情对进博会的影响成为传播议题中的焦点。经过语义研究发现,国家间合作、民间商贸往来、展会交易额、文化交流、新科技展示五大方面为议题焦点,这是未来需要重点关注的方向。本报告最后提出了情绪治理上的因势利导,以求让下阶段进博会的传播渠道多点触达,实现主动与互动相结合,在国际媒体领域形成良性的传播逻辑与规则。

Abstract

China International Import Expo(CIIE)has been held for four sessions from 2018 to 2021. It cooperates with global exhibitors in an open and inclusive manner. However,as the COVID-19 epidemic continues to affect the global economy and the trend of anti globalization intensifies,the CIIE faces various public opinion pressures in media reports and social media. This report conducts research on the communication impact of this extraordinary event. It comprehensively uses big data theme modeling,social network analysis and emotional perception evaluation analysis methods to focus on the theme distribution,topic structure,reporting trend and emotional attitude of the past four CIIE(2018-2021)on international media institutions and social media(Twitter and Facebook). The study found that in media reports and reports on social media platforms,European and American media organizations have become the main participants of overseas media. However,the number of countries that have cooperated closely with the CIIE to jointly build the “the Belt and Road” and the friendly and cooperative countries in central and Eastern Europe is limited. Since the third CIIE in 2020,the impact of COVID-19 on CIIE has become the focus of communication issues. Through semantic research,it is found that the five major aspects of intercountry cooperation,non-governmental business exchanges,exhibition transaction volume,cultural exchange and new technology display are the focus of the topic,which is the direction that needs to be focused in the future. At the end of this report,we propose to make the best use of the situation in emotional governance,so as to make the communication channels of the CIIE in the next stage more accessible,realize the combination of initiative and interaction,and establish benign communication logic and rules in the international media field.

作者简介
张琛:张琛,清华大学博士,北京服装学院时尚传播学院助理教授。
谢寿光:谢寿光,中国出版协会副理事长,上海研究院特聘研究员。
张俊文:张俊文,斑马网络技术有限公司高级技术专家。