新媒体语境下我国国家形象整合传播策略  

On the Integrated Communication Strategy of China′s National Image in the Context of New Media

作　　者：闫欣洁 Yan Xinjie

机构地区：[1]河南牧业经济学院文法学院,郑州450000

出　　处：《中州学刊》2020年第9期169-172,共4页Academic Journal of Zhongzhou

基　　金：河南省哲学社会科学规划项目“基于国家中心城市建设的郑州城市品牌形象传播研究”(2018BXW003);河南牧业经济学院院级重点培育学科传播学项目(41000011)。

摘　　要：新媒体语境下,我国国家形象传播生态发生转变并面临话语权缺失、传播手段单一以及受众国媒体噪音干扰等新的挑战。破解现实难题,提升我国国家形象,应以整合传播思维构建我国国家形象传播新格局。在整合目标定位的前提下,整合传播主体,让政府和广大民众共同发力;整合传播媒介,利用新型信息技术提高传播效能。同时,转变语态,优化渠道,不断提升国家形象传播效果。In the context of new media,the communication ecology of China′s national image has changed and faces new challenges,such as the Lack of discourse power,the singlarity of the means of transmission,and noise intervention from the subject country′s media.To solve the practical problems and improve China′s national image,we should construct a new pattern of China′s national image communication with the integrated communication thinking.On the premise of integrating the target positioning,integrate the communication subject so that the government and the general public can work together,and apply new information technologies to improve communication effectiveness.In addition,we should change the voice,optimize the channel,and constantly improve the communication effect of the national image.

关 键 词：新媒体 国家形象 整合传播 

分 类 号：G206.2[文化科学—传播学]