5W传播模式下对外讲好中国故事的路径探析

Exploring the Path of Telling China’s Story in the 5W Communication Model

对外讲述中国故事是对我国进行文化交流的主阵地和主渠道,承担着增强中华文明传播力影响力的重要任务。从传播学著名的“5W”模式切入,分析其与讲述中国故事的契合性,检视中国故事在传播过程中所遇问题,探析讲好中国故事的路径,即增强讲述本领,示范引领故事的目标导向;精准受众群体画像,提升故事传播的正外部性;突出中国特色,构建发达的故事内容体系;拓宽传播渠道,扩大故事的传播力;关注受众反馈,增强故事接纳度。

The main position and channel for cultural exchanges of China lie in the telling of Chinese stories to the outside world, in which the significant task of strengthening the spread and influence of Chinese civilization is undertaken by it. The famous “5W” model of communication science is taken as the starting point to carry out the analysis on its compatibility with telling Chinese stories, check the problems encountered by Chinese stories in the process of spreading, and explore the paths of telling Chinese stories well, in which the strength of the ability of telling stories and the demonstration of the goal orientation of leading stories;the accurate positioning of audience group portraits and the improvement of the positive externality of story transmission;the highlighting of Chinese features and the construction of a developed story content system;the expansion of the communication channel and the extension of the communication power of the story;the focus on audience feedback and the enhancement of story acceptance are included.