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对外电视是我国对外宣传工作的重要组成部分。近年来一系列具有国际影响的突发公共事件暴露了中国电视外宣的弱势。CCTV-9的困境说明,国际传播与国内传播在实际运作上差异明显,如果我们固守传统的,在垄断环境下的单向传播观念和手法,不仅难以争取到目标受众,有时甚至会适得其反,被反面解读。因而,要达到“推销中国”的目的,推销自己是第一步,而要推销自己,制度设计是第一关。
Foreign television is an important part of our country’s propaganda work. In recent years, a series of unexpected public events with international influence have exposed the weakness of China’s television outreach. The dilemma of CCTV-9 shows that there are obvious differences in the actual operation of international communications and domestic communications. If we stick to the traditional concepts and practices of one-way communication in a monopolistic environment, it is not only difficult to win the target audience, but sometimes even counterproductive. Opposite interpretation. Therefore, in order to achieve the goal of “promoting China,” selling itself is the first step, and to promote itself, the system design is the first level.