发展传播学视域下高校国际传播理念及策略创新  

Reflections on Chinese Universities’ International Communication Strategies:A Development Communication Perspective

作　　者：李敏[1] 何佳文 Li Min;He Jiawen(Office of Global Engagement,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学国际合作与交流处,浙江杭州310058

出　　处：《浙江大学学报（人文社会科学版）》2022年第5期142-150,共9页Journal of Zhejiang University:Humanities and Social Sciences

基　　金：浙江省教育厅科研项目(Y201840010)。

摘　　要：作为我国国际传播的重要主体之一,高校国际传播在世界百年未有之大变局中愈发凸显其重要性,但在战略视野、参与意识、叙事方式等方面存在不足。发展传播学自诞生以来,始终关注传播与发展的密切联系,其主流范式伴随不同时期发展观的变迁,历经现代化范式、依附范式和多元范式。发展传播学多元范式的新视角为高校国际传播提供了有益借鉴:高校国际传播应从构建人类命运共同体的高度提升战略站位;应构建上下联通的传播体系,着力提升基层组织和人员的参与度,提高与受众的黏合度;应深入理解内外传播的异同和跨文化传播的特点,把握好本土化和全球性的辩证关系,主动设置议题,加强受众分析,实现精准传播。As the world has been undergoing the most profound and unprecedented economic, political and cultural changes in a century, Chinese universities play an increasingly important role in telling Chinese stories to the global audiences. Despite substantial work in this regard, many universities lack clear and long-term strategic vision, and fail to facilitate extensive participation and engagement with those audiences.Development communication refers to the systematic use of principles and technologies of communication to bring about positive economic, political and cultural changes. It focuses on the relationship between development and communication and looks into how communication enhances individual and social progress. This study examines the dominant paradigms of development communication, namely modernization, dependency and multiplicity, finding that the multiplicity paradigm and its participatory approach conform best to the needs and features of the information age.As participation has become the mainstream in this field, research in development communication has taken on new foci. Firstly, communication plays a significant role in promoting the achievement of the UN’s Sustainable Development Goals. Secondly, the focus of communication has shifted from the sender to the receiver, with interaction more important than ever. In addition, there is a transition from an assumed homogeneity to a new emphasis on respect for difference. More scholars agree that development is an integral, multidimensional and dialectic process that differs from one society to another, and participation and sustainability for all stakeholders are critical to the success of development projects.Universities are talent and knowledge hubs and driving forces of innovation. As an important part in international exchanges, universities also play a bigger role in promoting a country’s soft power.International communication for universities involves both practical endeavours and theoretical studies,which should take into account the gene

关 键 词：国际传播 发展传播学 高校 多元范式 参与式策略 

分 类 号：G649.2[文化科学—高等教育学]