新时代中国形象传播的话语实践逻辑

The Discourse Practice Logic of Chinese Image Communication in the New Era

新时代对中国形象传播的话语实践逻辑提出了新的诉求,主要体现为五个面相:一是中国形象的内涵和价值诉求革新,对话语资源的开掘提出新要求;二是媒介化拓展了中国形象话语实践的主体、形式和时空疆界,对跨媒介叙事、多文本交叉验证和多向互动的手段与渠道提出新要求;三是智能化为中国形象话语实践带来了主体构成、内容生产传播流程、传播环境的新变化,对精准性、场景化提出新要求;四是视像化重塑中国形象话语实践的文本生产流程、信息传输的视觉渠道和信息接收的视觉效果,召唤体验性、代入感;五是风险化导致中国形象话语实践在传播主体、生产内容和传播流程发生变化,召唤中国形象话语实践注重“叙事理性”,积极利用风险议题进行修辞发明。

The new era has put forward new demands for the discourse practice logic of Chinese image communication,which are mainly reflected in five aspects:firstly,the innovation of Chinese image connotations and value demands have put forward new demands on discourse resources exploration;secondly,mediatization has expanded the subjects,forms and space-time boundaries of Chinese image discourse practice,and has put forward new demands on the means and channels of cross-media narration,multitext cross-validation,and multi-direction interaction;thirdly,intelligentization has brought about new changes in the composition of subjects,content production and communication process,and communication environment for Chinese image discourse practice,and put forward new requirements for accuracy and scenario;fourthly,visualization has reshaped the text production process,visual channel of information transmission and visual effect of information reception for Chinese image discourse practice,and put forward new requirements for experience and sense of immersion;fifthly,risking has led to changes in the subject of communication,production content and communication process for Chinese image discourse practice,requiring Chinese image discourse practice to focus on"narrative rationality"and actively use risk issues for rhetorical invention.