摘要
中国国际网络社交平台国家形象传播呈现"一超多强,西强我弱"、传播账号数量积极扩展、涉华话题热门但负面认知混杂、差距较大且传播力弱、缺乏一定话语权等较为复杂的发展趋势。对此,应从下列方面提升传播力:提高认识,积极开展全民媒介素养教育;从宣传思维转向产品思维,打造社交平台影响力矩阵;综合施策,加强国际网络社交平台建设;深耕优质PGC,孵化打造头部IP内容集合;注重社交平台涉华舆情监控,加强舆情分析与舆论引导。
The popularization of Chinas image in international online social platforms is faced with relatively complicated development trends such as " one super power plus multiple strength, strong western platforms vs. weak Chinese counterparts", the active expansion of the account numb er, the hot topics of China with negative acknowledgement, the large gap caused by the weak communication power, and the absence of a certain discourse power, etc.. Accordingly,we need to enhance the communication power from the following aspects: upgrading the awareness by actively carrying out the universal media quality education;creating a social platform influence matrix through the shift from publicity thinking to product thinking;comprehensively implementing policies to strengthen the international online social platform;deepening quality PGC to incubate and build Head IP content collection;emphasizing the supervision on public opinions about China on social platforms by strengthening the analysis and guidance of public opinions.
作者
杨枭枭
李本乾
YANG Xiao-xiao;LI Ben-qian(Shanghai Jiaotong University,Shanghai 200240,China)
出处
《广西民族大学学报（哲学社会科学版）》
CSSCI
北大核心
2019年第1期158-162,共5页
JOURNAL OF GUANGXI MINZU UNIVERSITY:PHILOSOPHY AND SOCIAL SCIENCE EDITION
基金
2017中宣部文化名家暨"四个一批"人才工程资助项目"中国国家战略的新媒体传播能力建设研究"
关键词
中国形象
国际网络社交平台
网络传播力
China's image
international online social platform
online communication power
