如何从对外宣传走向国际传播

From External Publicity to International Communication

长期以来,中国的对外传播成本高昂,效果不彰。究其因,主要是沿袭了对外宣传的老路。现从分析信息产品的四种价值入手,解析中国对外传播作品存在的通病及其原因,并一针见血地指出,中国对外传播作品中存在的问题其实并不是哪个人的问题,而是我们国家的传播理念存在一定的偏差。中国的对外传播还停留在对外宣传的理念上,基本不谙国际传播的规律。而实际上,对外宣传和国际传播是两种不同性质的传播活动。只有搞清楚不同事物的差别,才能充分发挥不同事物的功用。

For quite a long time, the cost of China's external communication has been very high, but the effect is not evident. The crucial reason is that we have followed the old routine of external publicity. The authors of the article begin with the introduction of four values of information products, analyze the weaknesses of Chinese external communication works and the causes for them, and then point out that the problems of the Chinese external communication works should be imputed to our communication ideas. Through the comparison and analysis, this article draws a conclusion: The Chinese external communication remains at the level of forming its own external publicity ideas; on the whole, we are not familiar with the laws of the international communication. As a matter of fact, external publicity and international communication are two distinct communication activities by nature. Only when we are clear about the differences of varying things, can we give full scope for them.