平台化突围:中国主流媒体国际传播的战略转向  

Platform Breakthrough the Strategic Shift of Chinese Mainstream Media's International Communication

作　　者：高毅丹 陈虹[2] Yidan Gao;Hong Chen

机构地区：[1]华东师范大学传播学院 [2]华东师范大学战略传播研究中心

出　　处：《新媒体与社会》2023年第3期120-135,391,392,共18页New Media and Society

基　　金：国家社科基金重大项目“中国特色国际传播战略体系构建研究”(项目编号:22ZDA087)。

摘　　要：数字平台的快速发展全面重构国际传播格局,为了提升国际传播效能,亟须推进主流媒体国际传播的平台化转向。尽管数字平台以连接性和参与性著称,但我国主流媒体在国际数字平台反而面临“断连”的危险:首先,国际平台的数据垄断导致可见性危机,主流媒体面临与平台的断连;其次,主流媒体自身协作程度较低,面临与其他行动者的断连;最后,主流媒体在国际平台的数据主权争夺中处于弱势,难以获取用户数据及洞察用户偏好,面临与海外用户的断连。因此,我国媒体国际传播平台化转向的核心逻辑即是重建与各方的高效连接。具体而言,以重建传播渠道的连接为前提、以重建内容产品的连接为核心,最后以重建与全球用户的连接为目标。The rapid development of digital platforms is reconstructing the international communication pattern.In order to improve the effectiveness of international communication the international communication of mainstream media is in need of a platform turn.Although digital platforms are known for connectivity and participation Chinese mainstream media is facing the danger of“disconnection”on international digital platforms Firstly the data monopoly of international platforms leads to a visibility crisis and the mainstream media is faced with disconnection from the platform.Secondly the mainstream media itself has a low degree of cooperation and is faced with disconnection from other actors.Finally the mainstream media is in a weak position in the competition for data sovereignty on international platforms it is difficult to obtain user data and gain insight into user preferences thus the mainstream media is faced with disconnection from overseas users.Therefore the core logic of the platform-oriented transformation of mainstream media is to rebuild efficient connections with all parties.Specifically the premise is to rebuild the connection of communication channels the core is to rebuild the connection of content pro-ducts and finally the goal is to rebuild the connection with global users.

关 键 词：主流媒体 国际传播 数字平台 平台化 

分 类 号：G206[文化科学—传播学]