全媒体背景下我国广播电视国际传播能力建设研究  

Research on International Communication Capability Construction for TV and Radio Industries in China in the Context of Omnimedia

作　　者：李怀苍[1] 张柯 LI Huaicang;ZHANG Ke(Faculty of art and Communication,Kunming University of Science and Technology,Kunming 650500,Yunnan,China)

机构地区：[1]昆明理工大学艺术与传媒学院,云南昆明650500

出　　处：《昆明理工大学学报（社会科学版）》2023年第1期137-145,共9页Journal of Kunming University of Science and Technology(Social Sciences)

基　　金：国家社会科学基金项目“新媒体时代西南沿边民族地区的政治传播与国家安全研究”(17BXW110)。

摘　　要：伴随着“互联网+”技术的普及和社交媒体的广泛应用,全媒体时代国际传播呈现出全程、全息、全员和全效的“四全媒体”态势。在广播电视领域,国际传播无论是信息内容、媒介技术还是传播方式都被赋予了新的时代内涵。借助新媒介技术和移动互联赋能国际传播能力诸要素,广播电视国际传播产业驶入了飞速发展赛道。目前,我国广播电视的国际传播能力建设在大国崛起赋能、移动互联助力和国家级传播平台建设等方面取得了长足进步,但因受传者本位思想严重、传播手段单一和国际传播人才培养滞后等因素影响,也存在诸如对外叙事能力弱、信息内容短板和国际传播收效不佳等建设不足。在全媒体背景下,随着“5G+ABC”新技术矩阵体系成型,广播电视全媒体传播格局焕然一新,我国广播电视国际传播能力建设应以筑牢“民心相通”的战略基础、推进国际传播向媒体矩阵方略转型和夯实广播电视国际传播能力为发展思路,以强化“5G+AI+4K”技术群赋能“网台融合”、运用“互联网+”广播电视思维实现“台台融合”和构建国际传播能力矩阵为发展路径,以提升国际传播新闻人才、国际传播叙事、国际传播“走得出去”及数智化传播能力建设为发展举措,不断提升国际传播效果。With the widespread applications of internet+technologies and social media,the international communication in the omnimedia age features its development in four aspects,that is,the whole process media,holographic media,media with the full participation of the public,and highly-efficient media,known as“the four holistic media”.In the field of radio and television broadcasting,international communication has been endowed with a new connotation of the times in terms of information content,media technology and communication mode.With the help of new media technology and mobile internet,the international communication industries of radio and television broadcasting has entered a rapid development track.At present,international communication capacity construction of radio and television broadcasting has made great progress in the rise of major powers,the contributions of mobile internet,and the construction of national communication platforms.However,owing to the receiver-centered thinking patterns,the single communication methods,and the lag of international communication talents training,there are also some deficiencies such as weak external narrative ability,inadequate information content,and poor international communication results.Under the omnimedia background,with the formation of“5G+ABC”new technology matrix system,the omnimedia communication pattern of radio and television broadcasting has taken on a new look.China’s international communication capacity construction of radio and television broadcasting should be based on the strategic foundation of“closer people-to-people bonds”,promoting the transformation from international communication to media matrix strategy and consolidating international communication capacity of the radio and television broadcasting.Capability enhancement of international communication for the radio and television industries in China needs to revolve around three strategies,which include a community-based management system,a transformation of international communication

关 键 词：四全媒体 新媒体矩阵 台台融合 国际传播能力 网台融合 技术群赋能 

分 类 号：G229.2[文化科学]