自媒体场域下中国国际传播话语体系的路径建构研究

A PROBE INTO THE PATH CONSTRUCTION OF CHINA′S INTERNATIONAL COMMUNICATION DISCOURSE SYSTEM IN THE FIELD OF WE-MEDIA

媒体在国际传播话语竞争场域中扮演着至关重要的角色。由于受主体格局“视野狭窄”、内容形式“宣传本位”、策略方法“大水漫灌”等影响,中国传统媒体国际传播话语遭遇到信任赤字、价值弱势、能力弱化和协同失衡等困境。自媒体以其去中心化、分众化、多元化、多样态,为增进国际传播话语的平等性、服务性、体验性、协同性提供了有利的发展平台,主要表现在以突出主体的主导性消解信任赤字,以增强内容的阐释力破解意识形态划线,以加强体验式践行提升传播力,以增进体系互动完善共同体建构,为讲好中国故事、传播好中国声音提供了路径遵循。

The media plays a crucial role in the international communication discourse competition.Due to the narrow vision of the main structure,the propaganda-standard of the content and form,and the"flood irrigation"of the strategic method,The international communication discourse of Chinese traditional media has encountered such dilemmas as trust deficit,weak value,weak ability and unbalanced coordination.We-media,with its decentralization,mass-decentralization,diversification and variety,provides a favorable development platform for improving the equality,service,experience and collaborative communication of international communication discourse.It is mainly manifested in the following aspects:resolving the trust deficit by highlighting the leading role of the main body,breaking the ideological line by enhancing the explanatory power of the content,enhancing the communication power by strengthening experiential practice,improving community construction by enhancing system interaction.It provides a path for telling the Chinese story and spreading the Chinese voice.