全媒体愿景下视听媒体对外传播资源的梳理与整合

Combing and Integrating of External Communication Resources of Audio-visual Media in the Era of Omnimedia

在全球化进程持续推进过程中,中国的发展与崛起受到国内外媒体的广泛关注。传统视听媒体利用全媒体时代优势,积极梳理和整合对外传播资源,掌握国际媒体话语权,是树立我国国际形象、提升我国国际影响力的重要途径。从媒介渠道、传播模式、传播策略等角度论述视听媒体对外传播资源整合,以内容建设、受众细分、效果强化为着眼点提出视听媒体对外传播的优化策略。

During the process of globalization, China s development and rise have been widely concerned by domestic and foreign media. In this context, using the advantages of the omnimedia era to actively comb and integrate the external communication resources, and thus master the right to speak in the international media, is an important way for audio-visual media to establish China s international image and enhance China s international influence. This paper discusses the integration of external communication resources from the perspectives of media channels, communication modes and communication strategies.