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央视俄语频道对上海世博会进行了全方位报道,平衡客观的报道手法体现了从“对外宣传”到“对外传播”观念的转变,报道视角呈现多元趋向,不过这种趋向仅表现在个别地方,未能真正形成多元的格局,报道内容缺乏针对性,以俄语国家和地区为内容的报道微乎其微,针对俄语受众的内容极少,未能凸显俄语频道的定位。要切实提高对外传播效果,需时刻遵循媒体定位,加强内容针对性,根据目标受众的需求和兴趣确定传播内容和方式。
The CCTV Russian channel covered all aspects of the Shanghai World Expo. The balanced and objective reporting practices reflected the shift from the concept of “publicity ” to “external communication ”, and the reporting perspective showed multiple trends. However, In some places, it has not really formed a pluralistic pattern. The content of the coverage is lack of pertinence. Reports in the Russian-speaking countries and territories are negligible. The contents of the target audience in Russia are extremely small, failing to highlight the positioning of the Russian channel. In order to effectively improve the effect of external communications, it is necessary to follow the media positioning at all times, strengthen the pertinence of content, and determine the content and method of dissemination according to the needs and interests of target audiences.