地方政府海外社交网络国际传播矩阵构建

Construction of International Communication Matrix for Local Governments’Overseas Social Networks

当前,在满足和实现传播多内容、多功能、多模式、多通道和多载体等层面上,中国地方政府的海外社交网络国际传播已为其矩阵建设奠定了节点基础。海外社交网络有其独特的电子化、媒介化、数字化和网络化的运行机制。地方政府应打破以量制胜的新媒体建设思维,基于社交网络本质、网络矩阵逻辑和公共外交战略,融入海外社交网络的互动秩序、参与目标、对话生产和协作文化等关键界面。在海外社交网络传播矩阵的具体建构上,应立足国际传播实际探索矩阵中心、矩阵网络、矩阵平台和矩阵模式的构建策略,在社交网络布局、社交关系延展、社交技术识别和社交数据倾听等维度全面发力,塑造中国地方形象,增强地方政府国际传播效能,助推中国国际传播能力建设。

As Overseas social networks have unique electronic,mediated,digital,and networked operating mechanisms,local governments should break the new media construction thinking of winning by quantity,and integrate into the key interfaces of overseas social networks,such as interactive order,participation goal,and dialogue production.On the specific construction of overseas social network communication matrix,we should explore the construction strategy of matrix center,network,platform and model based on the actual international communication,make all-round efforts in the dimensions such as social network layout,social relations extension,and social technology identification,shape the regional image of China,enhance the international communication efficiency of local governments,and boost the development of China’s international communication capacity.