国际公众认知中国时媒介接触行为比较研究——以英、美、新加坡三国为例

A Comparative Study on the Media Use of International Public——Take the American,British and Singapore Public as Examples

在了解中国的各种渠道中,外国公众使用得最多的是本国的媒介;在媒介类型的选择上,无论中外媒介,外国公众接触得最多的是互联网和电视;同时,外国公众对于媒介内容的选择上,会针对不同的目的呈现出不同的偏好。本文以英、美、新加坡三国公众为研究对象,得出的结论是,三国公众在对中外媒体的信任度上,多持"说不清"的模糊态度。国际公众的媒介接触行为特征,对当代中国的国际传播优化具有积极的参考意义。

The study has found that public of the three countries mainly use the mass media of their own country to be informed about China, and TV and Internet are the main media that international public usually use to learn about China. For media content, international public have much diversified preferences for varied purposes. And they tend to have ambiguous attitude when asked about the trust worthiness of both domestic and foreign media. The characteristic of media use of international public is particularly significant to optimizing the tactics of internationally popularizing China＇ s image.