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随着我国综合国力的不断增强,对外传播的规模和力度都较以往有了很大的提高,并且基本形成了多语种并用、多媒体并存的传播格局。但是,传播效果却并不尽如人意。据调查,20年前,美国人当中有40％对中国是持正面态度的;20年后,尽管我国对外传播媒体飞速发展, 但这个比例并没有多大变化。究其原因,主要存在着一个信息传播有效性的问题。有效传播就是说传播出去的内容能及时广泛地到达接收对象,并在目标受众身上产生预期反应。反之则是无效传播。因此,2005年1月起,
With the continuous improvement of China’s overall national strength, the scale and intensity of its overseas communications have greatly increased compared with the past, and a multi-language and multi-media distribution pattern has basically taken shape. However, the dissemination effect is not satisfactory. According to the survey, 40% of Americans took a positive attitude toward China 20 years ago. Twenty years later, despite the rapid development of China’s foreign media, the percentage did not change much. The reason, there is a main issue of the effectiveness of information dissemination. Effective dissemination means that the content that is spread out can reach the recipients timely and broadly and produce the expected response on the target audience. The opposite is ineffective communication. Therefore, starting from January 2005,