智媒时代中国共产党形象对外传播路径的优化

Optimizing the External Communication of the Image of the Communist Party of China in the Era of Intelligent Media

智能媒体在深度嵌入人类生活的同时,不断重塑政党运行的基本环境,推动了政党政治的媒介化,为中国共产党形象的对外传播重配注意力资源并建构全新场域。作为一种新型数字工具,智能媒体虽然打破了传统媒体时代的强势形象建构与受众弱势解构并存的媒体生态,但“茧房效应”诱发对外传播孤岛困局,算法操纵引发对外形象被解构风险,以及多元化评价主体的“内爆”等问题相继出现,甚至可能遮蔽中国共产党的本质形象。中国共产党形象的对外传播必须直面技术革新带来的现实挑战,强化中国共产党形象对外传播的基本遵循并给予有效回应。但因政治、文化等诸多因素的不同,套用西方政党形象理论难免水土不服。基于此,中国共产党形象对外传播需在理念与技术层面作出调适:在主体的表征符号上,打造中国共产党“大的样子”的多元素系统;在供给革新上,优化中国共产党形象的对外展演形式;在场景搭建上,利用智能技术监测舆论动向,兼顾“官方”和“民间”两个话语场;在环境营造上,破除算法偏见,形成融通中外的传播格局。如此,智能媒体才能更好地赋能中国共产党形象的对外传播,进而全面提升对外传播效能。

While the intelligent media is deeply embedded in human life,it continues to reshape the basic environment of party operation,promote the media of party politics,reconfigure attention resources and construct a new field for the external communication of the image of the Communist Party of China(CPC).As a new digital tool,intelligent media has broken the media ecology of the traditional media era,where strong image construction coexists with weak audience deconstruction.However,the"cocoon effect"has induced an isolated dilemma of external communication,and algorithm manipulation has triggered the risk of external image deconstruction.With the"implosion"of diversified evaluation subjects,the essential image of the CPC may even be obscured.In its external image communication,the CPC must face the practical challenges brought by technological innovation,strengthen the basic compliance of its image and give an effective response.However,due to the differences in politics,culture and many other factors,applying the western party image theory will inevitably not be agreeing.Based on this,the external communication of the image of the CPC needs to be adjusted at the conceptual and technical levels:in the symbol of the subject,it should create its"big-appearance"multi-element system;in the supply innovation,optimize its external display form of image;in the construction of the scene,use intelligent technology to monitor the trend of public opinion,taking"official"and"folk"discourse fields into account;and in the construction of the environment,get rid of the algorithmic bias and form a communication pattern that integrates China and foreign countries.In this way,intelligent media can better endow the image of the CPC with external communication,and then comprehensively improve the efficiency of external communication.