权力与价值的博弈:国际传播战略模型研究

The Game between Power and Meaning:A Strategic Model of International Communication

在国际交往日益频繁、国际竞争持续深入的当下,国际传播成为各国取得竞争优势的重要一极。与传统意义上以大众媒介为主要场域不同,广义国际传播包括主体和对象之间一切因为互动引发的信息交换行为,深刻作用于参与者的国际权力地位和文明影响能力。因此,国际传播战略制定的意义重大,必须反映国际竞争的全局性、系统性和长期性。基于此,从现实主义和建构主义出发,将国家综合实力与广义文化近似程度确定为国际传播战略模型(受众矩阵)的横纵坐标,从而区隔出四个象限,各自衍生出一种国际传播战略。首先是综合实力强、广义文化相近的“同源与责任战略”,强调和突出国际传播主体与对象同文同种的“自我认同”,渲染强大前者在同文化圈领导或核心的负责任国家形象;其次是综合实力强、广义文化相异的“标杆与说服战略”,即文化相异、综合实力较强的国际传播主体应努力跨越文化鸿沟,示范和说服国际传播对象明确认识和接受这一事实并开展建设性交流和实质性合作;再次是综合实力弱、广义文化相近的“共情与跟随战略”,也就是在“同文化、弱实力”比较条件下,主体通过国际传播强调双方广义文化近似程度并清晰表达“跟随”战略意图,引发受众共情效应,从而最大化保护国家安全和其他重要利益;最后是综合实力弱、广义文化相异的“互利与展演战略”,即以普世性利益为交流合作切入点、以不同文化共鸣之处为展演,弱势方通过国际传播使强势方认可其国家形象并接受合作诚意。

In the increasingly frequent international exchanges,international competition continues to deepen at present,international communication has become an important pole for countries to gain competitive advantages.Different from the traditional sense of mass media as the main field,international communication in a broad sense includes all the information exchange behaviors caused by interaction between subjects and objects,which profoundly affects the international power status and civilized influence of the former.Therefore,the formulation of international communication strategy is of great significance and must reflect the overall,systematic and long-term nature of international competition,be closely combined with the subject and object reality.Based on this,starting from realism and constructivism respectively,this study determined national comprehensive strength and generalized culture approximation degree as the horizontal and vertical coordinates of the international communication strategy model(audience matrix),so as to separate four quadrants corresponding to an international communication strategy,namely the“homology and responsibility strategy”under the strong comprehensive strength and generalized culture similarity.“Benchmarking and persuasion strategy”under strong comprehensive strength and different broad culture;“empathy and following strategy”under weak comprehensive strength and similar broad culture;“Mutual benefit and demonstration strategy”under weak comprehensive strength and different broad culture.The first is the“homology and responsibility strategy”with strong comprehensive strength and similar culture in a broad sense,emphasizing and highlighting the“self-identity”of the international communication subject and object in the same language and type,and rendering the responsible national image of the strong leader or core in the same cultural circle.Because the strong comprehensive strength represents the charisma of leadership and interests,the high degree of generalized cultural similarity represents the attraction of homology and cooperation.The second is the“benchmarking and persuasion strategy”under the strong comprehensive strength and broad cultural differences,that is,international communication subjects with different cultures and strong comprehensive strength should strive to cross the cultural gap,demonstrate and persuade international communication objects to clearly understand and accept this fact and carry out constructive exchanges and substantive cooperation.Because even if the subject of international communication has strong comprehensive strength,it should be careful to deal with the large gap between the broad culture of the two sides,otherwise it is easy to put itself in the situation of“dangerous strangers”,resulting in negative effects of international communication.The third is the“empathy and following strategy”under the condition of weak comprehensive strength and similar broad culture.In other words,under the comparison condition of“same culture and weak strength”,the subject emphasizes the similarity of broad culture of both sides through international communication and clearly expresses the strategic intention of“following”to trigger the empathy effect of the object,so as to maximize the protection of national security and other important interests.Finally,the“mutual benefit and performance strategy”under the circumstances of weak comprehensive strength and different broad cultures,that is,taking universal interests as the starting point for exchange and cooperation and taking different cultural resonance as the exhibition,the weak party makes the strong party recognize its national image and accept the sincerity of cooperation through international communication.Under the dual pressure of weak national comprehensive strength and low cultural approximation in a broad sense,common interests have become a realistic choice,sometimes even the only possibility,for international communication subjects and objects to communicate and cooperate.In addition,the international communication from the weak to the strong with different culture belongs to reverse communication,so it is crucial for the weak to build a modest,kind,open and friendly national image to achieve acceptable communication effects.