国际传播能力建设的实践研究与意义——兼评《新媒体跨文化传播的中国实践研究》

Abstract

2008年是我国对外传播发展历程中的重要时间节点。2009年中央明确提出我国重点媒体国际传播能力建设的总体规划,"国际传播能力建设"自此拉开帷幕。2019年是国际传播能力建设实施的第十个年头,从理论研究的角度看,重点媒体国际传播能力建设的分析与反思将具有重要的意义和价值。然而令人遗憾的是,尽管我国国际传播能力建设在实践方面不断取得突破性的进展,但理论研究总体偏弱,能够在较长时间段内对媒体的国际传播实践活动进行潜心开掘的研究成果更不多见。文章即是在中国国际传播能力建设整体推进十周年的背景下讨论国际传播能力建设的实践研究与意义。总的来看,中国的对外传播经历了从硬件设施建设到核心能力打造,再到护航"一带一路"的发展阶段,这同时也是中国媒体国际传播能力建设由追逐硬实力到重视软实力,由自说自话到寻求共同话语的一个转变过程。在发现问题、解决问题并提升国际传播能力建设的过程中,新闻传播研究需要考虑将中国实践理论化的可能性,"新媒体跨文化传播"就是理论探索的方向之一。在新的媒介环境下,在国际传播主体日益多元化的今天,国际传播能力建设已不再是媒体或媒体网站单方面的事情,而成为多元主体共同的事情;以媒体为主体的国际传播能力建设亦应上升为多元主体的国际传播能力共建。

The year 2008 is an important time node in the development of China's external communication.In 2009,the CPC Central Committee clearly put forward the Master Plan for the International Communication Capacity Construction of China's Main Stream Media,and the International Communication Capacity Construction has been launched since then.2019 is the tenth year of the implementation of the International Communication Capacity Construction.From the perspective of theoretical research,the analysis and reflection of the International Communication Capacity Construction of China's Main Stream Media will be of great significance and value.However,it is regrettable that although China's capacity construction for international communication has been making breakthroughs in practice,theoretical research is generally weak,and research results that can dig deep into the practice of international communication of media over a long period of time are even rarer.This paper discusses the practical research and significance of the International Communication Capacity Construction in the context of the tenth anniversary of the overall promotion of China's international communication capacity construction.In general,China's external communication has gone through the development stage from the construction of hardware facilities to the building of core capacity,and then to escort the Belt and Road Initiative.This is also the transformation process of the International Communication Capacity Construction of China's Main Stream Media from the pursuit of hard power to the emphasis on soft power,from self-talk to the pursuit of common discourse.In the process of discovering problems,solving problems and enhancing the international communication capacity,the research on journalism and communication needs to consider the possibility of theorizing Chinese practices,and the Intercultural New Media Communication is one of the directions of theoretical exploration.In the new media environment,with the increasing diversity of international communication parties,the international communication capacity construction is no longer a unilateral matter of media or media websites,but multiple parties.And the building of international communication capability with media as the main body should also be promoted to the co-construction of international communication capability with multiple parties.