本文聚焦21世纪以来美国全球传播战略政策演变,特别是美国政府规制体系随其全球传播战略调整而发生的变化,旨在为加强中国国际传播战略规划和体系建设提供启发与借鉴。研究认为,美国全球传播战略关键政策和机构变迁历程呈现出三个突出特点:一是强化“顶层设计+多主体协同”的全球传播体系建设,不仅在联邦政府层面明确全球传播战略的目标、性质、主体构成和行动机制,而且善于通过高级别委员会和智囊团的领导,调度实现政治、外交、经济、军事、媒体、文化等各主体的协同配合。二是强化“软实力+硬实力”的全球传播生态闭环布局。美国联邦政府既重视全球信息传播和文化交流等“软实力”,又以极高的级别和极大的力度推动国内外关键信息基础设施建设,为网络时代的全球传播提供扎实的传输基础。三是强化“议题设置+效果评估”的全球传播链路设计,既注重从源头控制全球议题,又狠抓传播效果的评估反馈,以此调整优化全球传播策略。
This paper focuses on the policy evolution of the U.S.global communicative strategy since the 21st century,especially changes in the U.S.government regulatory system with the adjustment of its global communicative strategy,in an effort to provide inspiration and reference for strengthening China’s strategic planning and system building for international communication. According to the study,the key policy and institutional changes of the U.S.global communicative strategy present three outstanding features:first,it strengthens the construction of the global communicative system featuring “top-level design and multi-agent collaboration.” This clarifies the objective,nature,agent composition,and action mechanism of the global communicative strategy at the federal level,and is even good at coordinating political,diplomatic,economic,military,media,cultural and other subjects through the leadership of high-level committees and think tanks. Second,it strengthens the closed-loop layout of global communicative ecology featuring “soft power and hard power.” The U.S.federal government attaches great importance to “soft power” such as global information dissemination and cultural exchanges,while promoting the development of critical information infrastructure at home and abroad at a very high level and with great efforts to provide a solid foundation for global communication in the Internet era. Third,it strengthens the global communicative link design of “issue setting + effect evaluation.” This focuses on the control of global issues from the source and the evaluation and feedback of communication effects,so as to adjust and optimize global communicative strategy.
| Keywords: | International CommunicationU.S.Regulatory SystemGlobal Communicative EcologyCommunicative Strategy |