新媒介环境下增强对台传播“软实力”的思考

Thought of Strengthening the Communication of "Soft Strength" to Taiwan in the New Media Environment

在传统媒介环境下所提出的"对台宣传"概念存在理念束缚,"对台宣传"面临困境。在新媒体环境下,对台传播当立足于新的媒介环境,尊重传播规律,从传播主体、媒介本身、传播内容、受众、媒介环境、传播方式等六个方面增强对台信息传播方面的软实力。要使对台传播取得更好的传播效果,要善于利用良好的传播环境,遵循传播规律,扩宽传播空间,积极促进大众传播与民间体验传播实现良性互动。

Investigating the history and current situation of communication to Taiwan, we think that only when we adhere to the concept of ＂communication to Taiwan＂ can we strengthen the communication between audiences and media on both sides of the Taiwan Straits. The existence of theory constrain in the concept of ideas proposed in the traditional media environment bring about difficulties during the process of ＂communication to Taiwan＂. In the new media environment, the communication should base on the new media environment, respect the rules of communication, strengthen the communication of ＂soft strength＂ to Taiwan in six aspects： the body of communication, the media itself, the content of communication, the audience, the media environment, the way and so on. To achieve better effect of communication to Taiwan, we should make good use of good environment, follow the rules of communication, broaden the communication space, actively pro- mote public communication and the public experience communication and realize the benign interaction.