云南省面向南亚东南亚国际传播能力建设研究

A Review on Yunnan's Capacity Building for Its International Communication with South and Southeast Asia

云南是中国的沿边省份,是当代中国面向南亚东南亚开放、建设面向南亚东南亚辐射中心的核心省份。一直以来云南都在充分利用与周边国家和地区已经形成的人文纽带,加大国际传播工作的力度和深度,为推进中国与周边国家的民心相通做出了重要贡献。经过多年的建设,云南已经形成了极具地方特色的,以主流媒体为主的,以社会团体和学术机构广泛参与的民间交流作为补充的,以南亚东南亚小语种人才培养为支撑的,以南亚和东南亚为主要方向的国际传播体系。虽然云南在面向南亚东南亚开展国际传播方面取得了一定的成就,但仍存在着传播覆盖面有限、从事国际传播的技术人才、新闻人才和市场营销人才数量不足,具有综合能力的国际传播人才稀缺,新媒体发展滞后,传播技术和平台较为落后、传播内容单一,以及忽视受众对信息的需求等问题。云南应该充分利用所具有的优势,通过走出去与引进来的结合,构建基于需求的传播内容和形式,充分利用多种渠道,多个轨道进行国际传播,注重从业人员综合能力的提高和渠道网络布局。尤为重要的是,应该把传播工作的重点放在内容打造上,构建符合面向南亚东南亚特点的、易于被当地受众接受的国际传播机制。

Being a frontier province of China,Yunnan is the China's window and hub centre opening towards South and Southeast Asian countries.Yunnan enjoys the long existing connection among the people with neighbouring countries and regions,and makes it an essential element in creating good will and aspiration as well confidence among the people of China and our neighbours.After years of efforts,Yunnan has formed an international with distinguished efatures,namely South and Southeast Asian countries oriented,centred with mainstream media and supplemented by educational and academic institution,sustained by language ability training,and participated by a broader range of the whole civil society.In this paper,the achievements of Yunnan!international communication with South and Southeast Asia are summarised together with some of the existing issues;limited range of coverage,scarcity of qualified practitioners,under-developed internet m edia,backwardness of technology,and negligence of the need of tiie audiences.The authors believe that Yunnan should make full use of its advantages,put forward a two-way approach,produce suitable cultural products that could meet tiie need of a demand-based communication,make full use of multiple channels and tracks,and make the comprehensive ability building a priority.Special emphasis be focused on content tiiat could be easily accepted by audience of South and Southeast Asian counties while enable Yunnan to build an international communication system which is suitable for South and Southeast Asia.