中外高校英文网站对话传播特征对比研究与启示

Dialogic Communication of Chinese and Foreign University English Websites:a Comparative Study

本研究采用内容分析法,对比分析了中外各40家高校英文网站的对话传播特征。结果显示,中外高校英文网站在对话传播特征上存在异同。相较于国外高校,中国高校英文网站在提供外国专家学者信息、媒体信息方面,界面便捷性,用户回访以及对话回路方面均表现出不足。然而,在面向留学生信息的传播上,中外高校英文网站并未展现出显著差异。这一发现揭示了中国高校英文网站在对话传播方面尚存短板,特别是在目标受众意识方面亟待加强。本研究对于提升中国高校国际传播能力以及优化国际传播人才培养策略具有有益启示。

The content analysis method was used to compare and analyze the dialogue communication features of English websites of 40 Chinese and foreign universities.Compared with foreign universities,the English websites of Chinese universities are deficient in usefulness of information to foreign scholars and media,ease of the interface,generation of return visitors and dialogic loop.However,there is no significant difference between the English websites of Chinese and foreign universities in usefulness of information to international students.It can be concluded that the dialogic communication of Chinese university English websites is insufficient and their target audience awareness needs to be strengthened.Practical implications are given for Chinese universities to promote dialogic communication with international publics.