论国家品牌传播——信息社会语境下价值导向的国家传播

On National Brand Communication——National Communication Oriented by Values in the Context of Information Society

我国国家传播范式已由单向度宣传走向双向性传播,而在传播学的视野中"国家"主体则经历了"产品原产国形象"、国家形象到国家品牌的过程。品牌,作为传播主体信誉与接受主体信任的关系符号,具有价值导向性,且已成为信息社会语境下使用频度甚高的概念。由此国家品牌传播乃是信息社会语境下具有鲜明价值导向性的国家传播,其具有以国家正向价值建构为本位,以"双向对称"沟通为原则,国家维度多元主体传播的特点。而国家品牌传播实践领域主要有:国家核心价值观认同的国民精神引导、国家品牌的国际传播、国家层面的舆情采集分析等。

In China,national communication has converted from unidirectional publicity to bidirectional publicity. In the view of communication,'national ' entity underwent the process of'origin of products',national image and national brand. As the relational symbol of communication subject reputation and acceptance subject trust,brands are value- oriented. It is also a concept frequently used in the context of information society. Therefore,national brand communication is obviously value- oriented in today's information society. It has the following features: based on the construction of positive national values,principle of 'bidirectional and symmetrical'communication,as well as diversified communication in national dimension. Practical areas of national brand communication mainly include: spiritual guidance of core value identification,international communication of national brand,public opinion collection and analysis on national levels.