社会化媒体重构国际传播新路径

On the Reconstruction of New International Communication Paradigm through Social Media

当前,由于媒体的属性不断叠加,传统媒体对于用户来说已经不再是"绝对影响"般的存在,以互联网为代表的新媒体极大地改变了国际传播的形式和内容。在全媒体国际传播背景下,传统媒体面临着获取用户能力下降、仅保持"内容为王"难以为继、场景与历史壁垒难以逾越等问题。社会化媒体由于自身具有精准推送、以社交关系为纽带和营造生活化场景等优势,其在国际传播中显示出更强的适应性。社会化媒体通过撬动种子选手进行全球联动、根据不同平台精准传播、整合国内外媒体资源完善矩阵布局等方式可以为我国国际传播提供新范式,更好地传递中国声音,讲好中国故事。

Nowadays, due to the continuous superposition of media attributes, traditional media is no longer a "top influence" for people. Represented by the Internet, new media has greatly changed the form and content of international communication. In the context of all-media international communication, traditional media faces the difficulties of declining ability to acquire users, hard existence of only keeping the principle of "content is the king", and the insurmountable obstacles to scenes and historical barriers. Social media has shown greater adaptability in international communication because of its advantages of precise pushing, taking social relationships as a bond and creating the daily life situations. Inciting seed players to carry out global linkage, accurately publicity according to different platforms, integration of domestic and foreign media resources and matrix layout improvement, as well as approaching the public opinion center like actively setting issues through social media will provide a new paradigm for China's international communication, deliver the voice and tell the story of China better.