数字时代中国外宣媒体的抗疫叙事与视觉修辞策略——以CGTN的YouTube报道视频为例

Research on Chinese Media’s Anti-epidemic Narrative and Visual Rhetorical Strategies:Using CGTN’s YouTube Video Report as an Example

新冠肺炎疫情的突袭而至不仅威胁着世界各国民众的生命安全,更引发了国际信息秩序的混乱,如何在汹涌的信息暗流中讲好中国抗疫故事,成为中国外宣媒体需要面对的新挑战。本文通过对中国环球电视网CGTN的You Tube武汉抗疫报道进行内容分析,探究了中国外宣媒体如何通过动态的新闻影像构建抗疫叙事框架。研究发现,中国外宣媒体的副文本议题框架呈现出明显的“行动—情感—回应”阶段性演变,而视频的视觉修辞框架则着重运用场景空间的转换和多元叙事主体的关系结构来讲述抗疫故事,时间、空间、关系三种叙事维度相互融合。此外,中国外宣媒体在视频报道中聚焦于医患关系、社会协作关系、国际援助关系,其中以医护人员为代表的抗疫主力是主要的叙事主体。在中国抗疫故事的对外传播中,中国外宣媒体淡化了政治色彩,选择突出医护人员的抗疫形象,较好落实了前人研究提出的相关传播策略。

The outbreak of COVID-19 not only threatens the life security of people all around the world,but also triggered chaos in the international infor-mation order.Under such circumstances,how to tell the story of China’s fighting against the epidemic has become a new challenge for China’s international com-munication media.Thus,we conducted a content analysis of CGTN’s Wuhan anti-epidemic coverages circulated on the YouTube website and explored how Chinese international communication media built anti-epidemic narrative frames through dynamic news images.Results showed that the para-text issue frames of Chinese international communication media presented a phase change from action frame to emotional frame to responsive frame,while the visual rhetoric frame concentrated on the transformation of visual spaces and the relationship between different nar-rators.In the anti-epidemic story,the three narrative dimensions of time,space,and relationship are integrated with each other.Furthermore,Chinese internation-al communication media mainly focused on three types of relationships,which are doctor-patient,social collaboration,and international aid relations.Among these relations,the most important narrators are medical staff.In general,the Chinese foreign propaganda media played down the political color,chose to emphasize the image of medical staff,which implemented the communication strategies proposed by previous studies.