议题设置与传播态势:数字化时代泰国华文媒体对中国形象的建构

Issue Setting and Communication Trends:The Construction of China’s Image by Thai Chinese-Language Media in the Digital Era

选取泰国华文媒体的微信公众号“泰国星暹”和“泰国网传媒”一年内的涉华文章(N=1058)为研究对象,运用内容分析法探讨其篇幅、主题、阅读量等方面的特征和受欢迎程度的影响因素。研究发现,泰国华文媒体公众号的涉华文章以中长篇幅为主,内容选择上注重实用性和与受众的接近性,注重信息的可信度和透明度,展现出独立客观的传播态势;其受众群体多样且不稳定;文章品质、内容策略、信息可信度、“负面偏见”、标题和导语等均会对涉华文章的阅读量和阅读量稳定性产生影响。基于分析结果提出中国国家形象传播力的提升策略:深入分析海外受众的需求、优化内容策略,注重信息的价值和接近性,同时确保信息的准确性和可信度等。

Selecting the China-related articles(N=1058)in the WeChat official account of Thai Chinese-language media“Sing Sian Yer Pao Daily News”and“Taiguo.com”within one year as the research object,and uses the content analysis method to explore the characteristics of its length,theme,reading volume and other aspects and the influencing factors of its popularity.The research finds that the China-related articles of the Chinese-language media official accounts in Thailand are mainly medium and long in length,with content selection focusing on practicality and proximity to the audience,information credibility and transparency,and showing an independent and objective communication trend;their audience groups are diverse and unstable;the article quality,the content strategy,the information credibility,“negative bias”,and titles and introductions all have an impact on the amount of reading and the stability of the amount of reading of China-related articles.Based on the analysis results,the promotion strategies of China’s national image communication power are proposed:deeply analyzing the needs of overseas audiences,optimizing content strategies,focusing on the value and proximity of the information,while ensuring its accuracy and credibility,and so on.