数字文化背景下国际战略传播的沟通机制创新研究

Mechanism Innovation in Internating Strategic Communication

信息时代,数字技术对普通公众的赋权加剧了不同文化之间的矛盾和冲突。因此在数字文化背景下,要解决的核心问题是不同文化如何和谐共处,而战略传播是解决这一问题的关键手段。其中沟通是消解意义误读、缓和冲突并形塑公众认知的重要环节。为此,本研究对Web of Science数据库中2007—2023年的国际战略传播文献进行了可视化分析,发现该领域研究呈现出历时性、共时性以及数字化特征,而该特征下的国际战略传播研究发生了认知维度的转向。基于认知转向,本研究以“意义构建—认知争夺—战略认同”为框架构建国际战略传播沟通机制模型,该模型从多元主体协商构建话语联盟、多维话语整合驱动认知争夺、多重受众聚合共建战略认同三个方面呈现国际战略传播的沟通机制。在此基础上,本研究分析了建立战略传播沟通机制的创新因素,以期提升战略传播沟通效能。

In the information age,the empowerment of the general public by digital technology has exacerbated the contradictions and conflicts between different cultures.In the context of digital culture,the core problem to be solved is how different cultures can coexist harmoniously,and strategic communication is a key means to solve this problem.To this end,this study visualizes and analyzes the international strategic communication literature from 2007 to 2023 in the Web of Science database,and finds that the research in this field is characterized by ephemeral,co-temporal,and digital features,and that there is a cognitive shift in the international strategic communication research.This study constructs a model of communication mechanism of international strategic communication based on the framework of“meaning construction-cognitive competition-strategic identity”,which presents the communication mechanism of international strategic communication from the aspects of constructing a discourse alliance through consultation among multiple subjects,driving cognitive competition by integrating multi-dimensional discourse,and constructing a strategic identity through aggregation of multiple audiences.This paper analyzes the innovative factors for establishing a strategic communication mechanism with a view to enhancing the effectiveness of strategic communication.