摘要
国际传播能力建设怎样才能取得实际效果?国家和媒体的投入怎样才能实现效益最大化?数据对比发现,中国媒体在经济实力、人力资源数量和结构等方面与西方大型传媒集团存在较大差距,无法与之全面抗衡,宜实施重点突破战略。所谓重点突破战略,就是要对传播内容、传播渠道、传播对象等进行精心选择,将有限的资源优先用于能最有效地影响国际舆论的方面,最大限度地提升国际传播的效率和效果。在深入调研的基础上,本文对中国媒体国际传播的突破重点和突破方法分别提出了若干建议。
How can the construction of international communications capacity achieve actual results？ What should the country and the media do to maximize the benefits？ Data comparison shows that there is a big gap between Chinese media and large western media groups in economic strength, the number and structure of human resources and other aspects. As fully competition is almost impossible, it is appropri- ate to choose the crucial content, key media channels, most important regions and audiences carefully, use the limited resources rationally, and give the priority to the aspects which is likely to influence inter- national public opinion most effectively. On the basis of in - depth research, this article proposes some suggestions on the major issues and tackling methods in Chinese media＇s international communication.
出处
《南京社会科学》
CSSCI
北大核心
2011年第12期105-111,共7页
Nanjing Journal of Social Sciences
基金
国家社科基金重大课题"中国媒体国际传播能力建设战略研究"(09&ZD012)的部分研究成果
关键词
国际传播
传播战略
中国媒体
重点突破
international communications
communication strategy
Chinese media
tackling majorissues
