中国网络媒体国际传播本土化对策研究——基于内容分析视角  

Localization Strategies of International Communication of Chinese Network Media from the Perspective of the Content Analysis

作　　者：向志强[1] 夏梅[1] 

机构地区：[1]湖南大学新闻传播与影视艺术学院,湖南长沙410082

出　　处：《编辑之友》2016年第6期51-55,共5页Editorial Friend

基　　金：教育部哲学社会科学研究重大课题攻关项目"加强和改进网络内容建设研究"(13JZD033)

摘　　要：文章选取国内10家最具代表性的大型新闻传播网站的英文版为样本,通过内容分析法探讨了中国网络媒体国际传播本土化现状,分析其存在的问题并提出相应对策。文章认为目前中国网络媒体国际传播本土化存在严重不足,主要表现为稿件来源过度集中、报道地区不均衡、政治经济新闻内容过多、与受众互动形式匮乏等;提高中国网络媒体国际传播本土化的水平和层次,应从传播机构、传播内容及互动方式三个方面入手。This article selects 10 typical news websites in English which have domestic large-scale spreads as samples, and explores the localization status of the international communication of Chinese network media through the content analysis, analyzes the problems and puts forward the corresponding countermeasures. This paper argues that there is a serious shortage of localization of the current Chinese international communication network media, including excessive concentration of manuscript sources, disequilibrium of report regions, too much political and economic news contents and the lack of audience interaction forms, etc. To improve the level of the localization, the agency, the content and interactive methods are the best ways.

关 键 词：网络内容 国际传播 本土化 

分 类 号：G206[文化科学—传播学]