软传播:新世纪中国“国家传播”的方式选择

Soft Communication:A Reflection of China’s Choice on National Communication Transformation

进入新世纪以来,数字技术的不断发展,给社会传播带来了由"单向传播"向"互动传播"的形态转移。伴随着"互动传播"的上路成行,人类社会开始告别由"单向传播"形成的"硬传时代",走进了以"软传"为基本特征的"软传时代"。面对"软传时代"的到来,人类由"单向传播"生成的"硬传传统",面临着相当大的"转型"压力。而作为"硬传时代"的主导和代表性现象的国家传播,也一样面临着"转型"的考验。对于中国国家传播来讲,道理亦然。在一个社会传播"软传化"的历史阶段,国家传播如何调整好自己,如何放下自己长期形成的"硬传形象",如何改变自己的"硬传脾气",如何适应"软传社会"的需要和要求,如何在"互动传播"中做好传播工作,都是一个巨大的挑战。

In the new century,the development of digital technology has brought about social communication pattern transformation from 'one-way communication' to 'interactive communication'.Along with the 'interactive communication' on the road,the human society begins to bid farewell to the 'hard communication era' formed by 'one-way communication',at the same time,entering the 'soft communication era' with 'soft communication' as the basic feature.In 'soft communication era',human’s 'hard communication tradition' formed by 'one-way communication' faces considerable 'transformation' pressures.Nation communication as the dominant and representative phenomenon of the 'hard communication era' also faces the test of 'transformation'.China’s national communication is under the same situation.Therefore,it is a great challenge to meet for national communication in a historical stage of social communication 'soft transform',to adapt to the needs and requirements of the 'soft communication society',and makes communication work successfully in the 'interactive communication'.