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当今世界,文化软实力的建构业已成为各个国家和地区在全球化的语境中赢得话语权时最为注重的部分,而文化软实力的建构离不开对外传播能力的提升,此二者对于传媒的国际影响力的提升具有重要的意义。对外传播的重要性是毋庸置疑的,我国正在努力发展对外传播,提升传媒的国际影响力。但是,各个地区的传媒影响力的发展却不尽相同,西部传媒发展较为弱势,国际影响力低下,存在诸如信息采集和传播方式落后、传播理念和观念落后、西部特色不明显、外宣痕迹过重、对传播效果的考虑较为欠缺、不重视利用新媒体、国际传播人才匮乏、节目制作水准与国际化相差较大等问题。在本文中,笔者针对上述问题,从传播规律、主题、内容、渠道、受众、模式、效果几个方面为西部传媒提升对外传播水平和国际影响力建言献策。
In today’s world, the construction of cultural soft power has become the most important part of all countries and regions in winning the right to speak in the context of globalization. However, the construction of cultural soft power can not be separated from the enhancement of its ability to communicate with the outside world. The promotion of international influence is of great significance. The importance of external communication is beyond doubt. Our country is making efforts to develop its external communications and enhance its international influence. However, the development of media influence varies from region to region. In the western region, the development of the media is rather weak and the international influence is low. There are such problems as the backward methods of information collection and dissemination, the backward concepts and concepts of communication, the insignificant western features, Heavy consideration of communication effects is lacking, the use of new media is not valued, and there is a lack of international communication talent. There is a big gap between program production standards and internationalization. In this paper, the author addresses the above issues, from the aspects of the law of communication, theme, content, channels, audiences, modes and effects for the western media to enhance the level of foreign media and international influence advice and suggestions.