智媒时代中国对外传播研究的认知革新与生态优化

Critique of Cognitive Innovation and Ecological Optimization in China's International Communication Research in the Era of Intelligent Media

党的二十大报告提出“增强中华文明传播力影响力”的要求,明确了国际传播能力建设的历史性目标。以CSSCI文献的关键词为起点,借助工具软件对中国对外传播既有研究成果进行计量分析,研究发现,近十年来中国对外传播研究总体呈上升趋势,研究热点频出、活跃度高,但也存在深层机理考察不足、对新的媒介生态和技术逻辑认识不足、对政策制定反哺不足以及学术共同体建设不足等困境。在新时代和智能化背景下,有必要革新认知、优化传播策略:第一,加强研究的问题意识和机理探索,在回应政策需要的同时,就中国对外传播的对象、特点、模式、动力机制等进行深入系统研究;第二,跳出具体的对外传播议题,以更加开放宏观的视野重新审视智能化背景下传播活动的底层逻辑,增强对智媒传播特点与生态的认识;第三,超越既有对外传播及其研究的某些惯性,关注“观念政治”,构建全球格局;第四,增加学术交流,打造学术共同体,在量的基础上重视研究的可持续性及引领性,推进符合中国语境和独特道路的高质量学术探索。

The report of the 20th National Congress of the Communist Party of China has set forth the requirement to“enhance the communicative and influential power of Chinese civilization”,clarifying a historic goal for the construction of international communication capabilities.Starting with keywords from CSSCI literature,this study employs software tools to conduct a bibliometric analysis of existing research on China's external communication.The findings reveal that over the past decade,research on China's external communication has generally shown an upward trend with frequent research hotspots and high activity levels.However,challenges persist,including insufficient exploration of underlying mechanisms,inadequate understanding of new media ecologies and technological logics,insufficient feedback into policy-making,and a lack of academic community construction.In the new era and against the backdrop of intelligence,it is necessary to innovate cognition and optimize communication strategies:First,to strengthen the problem awareness and mechanism exploration of research,conducting in-depth and systematic studies on the subjects,characteristics,models,and driving mechanisms of China's external communication while responding to policy needs.Second,to step beyond specific external communication issues and re-examine the underlying logic of communication activities under the intelligent context with a more open and macro perspective,enhancing the understanding of the characteristics and ecology of intelligent media communication.Third,to transcend the inertia of existing external communication and its research,focusing on“noopolitik”to construct a global pattern.Fourth,to increase academic exchanges and build an academic community,prioritizing the sustainability and leading nature of research based on its quantity,and advancing high-quality academic exploration that aligns with China's context and unique path.