基于制度距离的中国对外传播分层策略

Research on the Stratification Strategy of China's Foreign Communication Based on Institutional Distance

作为非地理空间距离,制度距离不仅制约本国与他国之间的信息交互、文化交流、社会交往的数量与质量,更制约他国受众对本国国家形象的认知与评价。制度距离对对外传播效果产生负效应,符合“外来者劣势”理论,因为制度距离小,彼此信任度高,摩擦阻力小,传播成本低,因此与他国之间的信息交互量增大,文化交流增多,社会交往更为频繁,国家形象认同度更高。制度距离是中国对外传播目标国选择的重要依据。本研究将所选择的32个样本国的政治制度距离、经济制度距离均划分为五个层次,这五个层次为中国对外传播目标国选择次序的依据,其中距离最小层次国家为当前重点传播目标国。越南和俄罗斯均为最小层次国家,是当前中国最为重要的传播目标国。政府应将当前相对有限的传播渠道、传播内容等传播资源投入到重点传播目标国中。

As a non-geographical distance,institutional distance not only restricts the quantity and quality of information exchange,cultural exchange and social communication between China and other countries,but also restricts the cognition and evaluation of the national image of the audience of other countries.Institutional distance has a negative effect on the effect of external communication,which is completely in line with the theory of"outsider disadvantage".Because of the small institutional distance and the friction resistance,the high degree of mutual trust,and the low cost of communication as well,the amount of information,cultural and social exchange with other countries increases and the national image identity becomes higher.Institutional distance is an important basis for the selection of target countries for China's external communication.In this study,the political system distance and economic system distance of 32 selected countries are divided into five levels,which will be the basis for China to choose the order of the target country of foreign communication.Among them,the country with the smallest distance is the current key communication target country.Vietnam and Russia are among countries with the smallest level,and are the most important communication target countries in China at present.The government should put the current relatively limited communication channels,communication contents and other communication resources into the key communication target countries.