新媒体背景下党的对外宣传工作的挑战及对策

Challenges and Countermeasures of the CPC’s International Publicity in the Era of New Media

回顾百年党史,党在对外宣传工作中准确把握形势、主动引导舆论,不断开创对外宣传的新局面。新媒体技术作用于党的对外宣传工作,是机遇与挑战并存。只有提高跨文化对话能力、培养复合型对外宣传人才队伍以及坚守全人类共同价值,才能使新媒体技术更好地服务于对外宣传工作,从而提高国家文化软实力。

A review of the CPC’s history in the past century reveals that the Party’s international publicity has taken the initiative,based on the clear understanding of the international situation,actively leading public opinion,and constantly bringing about new development.The new media in foreign publicity is faced with opportunities and challenges.Only by improving the capability of cross-cultural“dialogue”,cultivating a team of compound talents and focusing on the common values of mankind,can we make full use of new media technology,which can effectively promote foreign publicity,escalate international communication into strategic communication,and improve national cultural soft power.