中国国际传播:历史演变、现实背景与前沿问题

China’s International Communication:Historical Evolution,Realistic Background and Frontier Issues

新形势下国际格局加速演变,国际传播战略重要性凸显,需从整体视野加以考察。改革开放以来,中国的国际传播活动经由“向世界说明中国”到“参与国际传播秩序构建”,秉持“共同价值”的追求,落脚于“人类命运共同体”理念,但同时期美国强势主导的国际传播格局中,从“公共外交”到“全政府战略传播”等对华政策,延续着“对立—竞争”的战争性思维,更加深了当前国际传播面临的愈趋激烈的话语权争夺、愈趋刺耳的传播噪声以及持续增强的不确定性等问题。在明确立足点的基础上廓清上述迷雾,中国国际传播需要在对全球治理传播语境中话语优势巩固升级、全球中国传播视野下特色建构与知识生产、全球数字平台环境中传播路径创新等前沿问题的思考中,探索当前国际传播能力提升的可能进路。

Under the new situation,the evolution of the international landscape is accelerating and the importance of international communication strategy becomes prominent,which needs to be examined from a holistic perspective.Since the reform and opening up,China’s international communication has shifted from“explaining China to the world”to participating in the construction of international communication order,adhering to the pursuit of“common values”and based on the concept of“a community with a shared future for mankind”.At the same time,in the international communication pattern dominated by the United States,from“public diplomacy”to“a whole-of-government strategy on China”,the war thinking of“confrontation competition”continues,which further deepens the increasingly fierce competition for discursive power,the increasingly harsh communication noise and the continuously increasing uncertainty faced by the current international communication.Clarifying the above fog on the basis of a clear foothold,China’s international communication needs to consolidate and upgrade its discourse advantages in the context of global governance communication,construct its characteristics and production knowledge in the global Chinese communication vision,and explore the possible ways to improve the current international communication ability by thinking about the frontier issues such as communication path innovation in the global digital platform environment.