早期中文外报的传播策略

Communication Strategy of Early Newspapers Published by Foreigners in China

中文外报是西方人创办的面向中国读者、意欲影响中国的报刊,隐含着西方对中国的欲望与期待。在“禁海”“禁教”及中西文化巨大差异的特定时代脉络下,编者苦心策划与经营,在报刊的外观样式、文本内容、广告发行、社会功能等方面都做出了艰难的探索与有益尝试,在当时极具有创新性和开拓性。独具特色的传播策略为近现代中国报刊媒体的发展提供了参照和示范,且成为东西方两大文明交流的中介,推动了中国社会的近代变革与转型。无论从文化交流还是新闻传播的视角考察早期中文外报的传播策略,对现今我国新闻出版如何讲好中国故事、塑造中国形象、传播中国优秀文化仍有一定的借鉴价值和意义。

The early newspapers published by westerners were intended to serve Chinese readers and meanwhile influence China, which reflected westerners’ implicit desire of and expectation for the country. With painstakingly designing and managing in newspaper style, text content, advertising distribution, social functions and other aspects the editors made arduous exploration and beneficial attempts which were very innovative and pioneering at that time. The unique communication strategy adopted provided reference and demonstration for the development of modern Chinese newspapers and media, which became the intermediary of the communication between the great civilizations of the East and the West in the world, hence promoting the modern reform and transformation of Chinese society. Whether from the perspective of cultural exchange or news communication, the study of the communication strategies of such newspapers now still has certain reference value and significance for spreading Chinese stories, shaping China’s image and transmitting its magnificent culture globally.