阿里“双十一”的全球媒介叙事特征:一项基于西方与非西方媒体报道的对比研究

The Global Media Story-Telling Characteristics of Alibaba’s Double 11:A Comparative Study on Western and Non-Western Media Reporting

在西方保护主义盛行、全球贸易摩擦的背景下,中国经济的动能和韧劲在消费领域的表现尤其显著,以阿里巴巴为代表的中国企业以其突出的业绩屡现报端,成为世界经济舆论中的重要角色。在此时代背景下,作者从国际财经新闻报道切入,探究全球信息从非西方到西方的流动现象,从经济舆论发展趋势为讲好我国经济故事献计献策。作者基于2018年阿里巴巴"双十一"购物节的国际新闻报道,以新闻框架分析和语料库分析作为主要研究方法,对比检视西方媒体和非西方媒体的报道特点。研究发现,非西方媒体此次报道表现体现出较高的专业度和深度,为构建国际经济舆论的平衡格局、打造媒介"命运共同体"提供有效依据,以期为世界经济注入正能量,为我国对外经济传播探寻有效突破点。

Against the backdrop of the prevailing protectionism in the West and the intensification of global trade frictions,China’s economy,which is particularly remarkable in the consumption field,has shown its energy and potential.Chinese enterprises represented by Alibaba,with their outstanding achievements,have been repeatedly reported by international media,playing an important role in economic public opinion around the world.In this context,from the perspective of international business journalism,this research intends to study the information flow from non-Western to Western countries,and to provide suggestions for China telling economic stories following the development trend of economic public opinion.Based on the international news reporting of the"Double 11 Shopping Spree"of Alibaba in 2018,the study conducts a comparative approach with frame analysis and corpus analysis as the main research methods to view the reporting feature of Western and non-Western media.This study finds that non-Western media’s report shows a high level of professionalism and insights,which can create a"community of shared destiny"from the field of international business journalism and inject positive energy into the world economy thus explore an effective breakthrough for China’s international business communication.