新时代中国价值对外网络传播的双重逻辑

Crises and Opportunities in International Network Communication of Chinese Values in New Era

中国特色社会主义进入了新时代,利用网络媒介推动中国价值对外传播是新时代的必然要求。实现新时代中国价值有效对外网络传播,需理清其所存在的"危""机"双重逻辑。一方面,网络传播具有碎片化、去中心化、把关弱化、群体极化等属性,导致新时代中国价值对外网络传播中的理解、选择、引领、认同之"危";另一方面,互联网为我国对外传播方式从"平面式"向"立体化"的转变,内容从"硬"到"软"的转换,效果从"单向"到"双向"的变换提供了新时机、新机理、新机遇。实现化"危"为"机",需创新表达,从自说自话到同频共振;更新理念,从单面提示到双面提示;拓展信道,从只顾其一到统筹兼顾;设置议程,从被动跟随到主动引领。

Socialism with Chinese characteristics has entered a new era,and it is the inevitable demand of the times to promote the international communication of Chinese values via network media.To achieve the effective international network communication of Chinese values,it is necessary to clarify the dual logic in it:crises and opportunities.On the one hand,network communication,with the inherent attributes as fragmentation,decentration,gatekeeper weakening,and group polarization,has led to the crises of understanding,choosing,leading and self-identity in the international communication of Chinese values in the new era.On the other hand,the Internet has provided new opportunities and mechanisms for China’s international communication to transform from "flat" to "three-dimensional" in mode,from "hard" to "soft" in content,and from "one-way" to "two-way" in effect.In order to change "crises" into "opportunities,"it needs creative expressions to change self-talk into same frequency resonance;to update ideas,paying attention to not just one-sided reminder but double-sided reminder;to expand the communication channel from focusing on only one to focusing on all;and to set the agenda,changing from passively following to actively leading others.