国际传播新格局下的中国战略选择——技术演进趋势下的范式转变和对策研究  

China’s Strategic Choice Under the New Pattern of International Communication:A Paradigm Shift and Countermeasures Research Under the Trend of Technological Evolution

作　　者：方兴东 钟祥铭[2] Fang Xingdong;Zhong Xiangming

机构地区：[1]浙江大学传媒与国际文化学院 [2]浙江传媒学院互联网与社会研究院

出　　处：《社会科学辑刊》2022年第1期70-81,共12页Social Science Journal

基　　金：国家社会科学基金重大专项(21VGQ006)。

摘　　要：技术驱动是全球媒体生态和传播格局变革的突出特点。当前全球信息传播主要由传统大众传播、网络传播、社交传播和智能传播四大机制交汇而成。不同机制此消彼长,相互博弈和联动,构成了全球传播格局进程的主旋律。从美国的绝对领导,历经社交传播机制的冲击,美国依然占据全球超级平台的中心地位,到5G时代所开启的智能媒体新浪潮,以数据和算法驱动的智能传播,呈现出颠覆西方中心固有格局的潜能。在历史性的机遇面前,我们应秉承顺应趋势,互联网优先,创新驱动,自下而上的战略原则,在多重传播机制叠加的、复杂的数字传播背景下,转变思维,制定富有前瞻性的战略与对策,提升中国话语权,积极参与全球传播的博弈,实现对现有“西强东弱”传播格局的颠覆,走出西方中心,推动全球走向一个均衡、公平、公正的传播新格局。A prominent feature of the transformation of global media ecology and communication pattern is technology-driven.At present,global information communication mainly consists of four mechanisms:traditional mass communication,online communication,social communication and intelligent communication.The competition and linkage between different mechanisms constitute the main melody of the ongoing global communication.From the absolute leadership of the United States,which still occupies the center of the global super platform through the impact of social communication mechanisms,to the new wave of intelligent media opened by the 5G era,in which smart communication driven by data and algorithms presents the potential to overturn the inherent pattern of the Western center.In the face of this historic opportunity,we should follow the strategic principles of following the trend,prioritizing the Internet,being innovation-driven,and working from the bottom up.In the context of the complex digital communication with multiple communication mechanisms overlapping,we should change our thinking to formulate forward-looking strategies and countermeasures,enhance China’s discourse and actively participate in the game of global communication in order to subvert the existing communication pattern of“strong in the West and weak in the East”and promote a new global communication pattern that is balanced,fair and just.

关 键 词：国际传播 数字传播 网络媒体 社交传播 智能传播 话语权 

分 类 号：G20[文化科学—传播学]