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2023~2024年中国对外传播的方式方法、主要成就及现实问题

文章摘要

本报告以2023年1月至2024年8月为研究时段,通过检索相关学术文献、宣传报道、行业报告等资料,主要对2023~2024年中国对外传播的方式方法、主要成就及现实问题进行了梳理。研究发现,2023年1月至2024年8月,在方式方法上,我国社会各领域的对外传播实践主体积极采用多元化战略,灵活运用多种话语策略、综合各类传播模式,主动转变对外传播思维,不断优化自身的对外传播效能。在主要成就上,2023年以来,我国主流媒体讲好中国故事的能力不断提升、地方各级国际传播中心建设的成效明显、智库与科研机构的话语权得到加强、企业作为对外传播新兴力量崭露头角、民间社会组织积极参与国际互动、网红与互联网意见领袖等在跨文化传播中亦发挥了独特作用。在现实问题上,主流媒体仍然在对外传播领域存在一定程度的内宣化、浅表化、模板化及笼统化问题;地方各级国际传播中心的队伍建设与受众定位仍待进一步明晰;智库与科研机构的对外传播影响力有待持续提升;民间社会组织及网红、互联网意见领袖等个体的对外传播活力也需进一步激发。

Abstract

This report takes January 2023 to August 2024 as the research period,and systematically searches relevant academic literature,publicity reports,industry reports,etc. during the research period,mainly on the methods and methods of China’s overseas communication from 2023 to 2024,and the major achievements and practical problems. We systematically searched the relevant academic literature,publicity reports,industry reports and other materials within the research period,and mainly sorted out the methods and approaches,major achievements and practical problems of China’s overseas communication in 2023-2024. The study found that during the period from January 2023 to August 2024,in terms of methods and approaches,the main bodies of China’s overseas communication practices in various fields have actively adopted diversified strategies,flexibly applied various discourse strategies,integrated various communication modes,and proactively transformed their thinking on external communication in order to continuously optimise the effectiveness of their own overseas communication. In terms of major achievements,since 2023,the ability of China’s mainstream media to tell China’s story has been continuously improved,the construction of international communication centres at local levels has achieved obvious results,the discourse power of think tanks and scientific research institutes has been strengthened,enterprises have emerged as an emerging force in overseas communication,civil society organizations have been actively involved in international interactions,and netizens and Internet opinion leaders have played a unique role in cross-cultural communication. The reality is that the mainstream media still play an important role in intercultural communication. In reality,the mainstream media still suffer from a certain degree of internalisation,superficiality,templating and generalisation in the field of overseas communication;the team building and audience orientation of local international communication centres at all levels still need to be further clarified;the influence of think tanks and scientific research institutes in external communication needs to be continuously improved;and Chinese enterprises need to break through the political and social barriers of overseas societies in the process of “going overseas”. And the vitality of civil society organisations and individuals,such as net celebrities and Internet opinion leaders,needs to be further stimulated.

作者简介
林仲轩:林仲轩,暨南大学新闻与传播学院副院长、教授、博士生导师,主要研究方向为媒介文化、数码残障、港澳传播、国际传播等。
荆高宏:荆高宏,暨南大学新闻与传播学院博士研究生,主要研究方向为国际传播、新闻创新。
张入迁:张入迁,暨南大学新闻与传播学院博士研究生,主要研究方向为国际传播、媒体融合、算法治理。