新公共外交视域下国际受众成像与信息结构解析——基于“一带一路”议题的受众访谈和扎根分析

Image of the International Audience and Information Structure Analysis from the Perspective of New Public Diplomacy:——Audience Interview and Rooted Analysis Based on the Topic of “the Belt and Road Initiative”

数字化时代的公共外交以受众为中心,受众通过信息消费的绝对自主性实现其主体性,极大程度上决定了市场上的文化产品。'一带一路'倡议要实现'民心相通'归根结底属于公共外交的范畴,只有对国际受众有一个清晰的画像才能够满足其基本需求,获得国际话语权和影响力。为此,笔者选取了俄罗斯以及中亚地区35位受访者进行了深度访谈,采取扎根分析的方法,解析了受众需求驱动的信息产品结构。最后得出结论,以国际受众的基本需求为依托,进行意义和话语的探索,寻求文化内容与特定文化生产、消费群体的社会需求与行动的契合,为受众提供一个可积极参与的公共协商空间,才能最终实现公共外交的目标。

Public diplomacy in the digital times takes audience as centre.The audience realizes its subjectivity through the absolute autonomy of information consumption,which largely determines the cultural products in the market.The Belt and Road Initiative propose to achieve people-to-people bond which belongs to the scope of public diplomacy.Nothing but a clear portrait of the international audiences can meet their primary demand and acquire international voice and influence.For this purpose,this article selected35 interviewees from Russia as well as central Asia for in-depth interviews and analyzed the structure of information products driven by audience demands by adopting the method of rooted analysis.Finally,we could draw a conclusion that only by exploring the signif-icance and discourse based on the basic needs of international audiences,seeking the conformity between cultural content and the social needs and actions of specific cultural production and consumer groups,and providing a public consultation space that audiences can actively participate in,can the goal of public diplomacy be realized in the end.