造船出海:中华文明对外传播自有平台建设策略初探  

Sailing on Self-Made Ships:Exploring the Strategy of Building Proprietary Platforms for the External Communication of Chinese Civilization

作　　者：白晓晴 张竞 Bai Xiaoqing;Zhang Jing

机构地区：[1]中国传媒大学电视学院 [2]中国传媒大学编辑出版学系

出　　处：《中国新闻传播研究》2024年第4期98-111,共14页China Journalism and Communication Journal

基　　金：研究阐释党的二十大精神国家社科基金重大项目“以融合传播创新增强中华文明传播力影响力研究”(项目编号:23ZDA093)的阶段性成果

摘　　要：本研究聚焦中华文明对外传播自有平台的建设策略,通过分析当代国际传播格局和中国平台出海现状,论证了构建自主可控平台的可行性和必要性,并从内容供给和信息触达两方面为自有平台打造提出建议:在内容供给上,平台要生产面向世界的公共服务内容,实现海外和民间传播资源的系统性整合,以优质供给和多元参与的循环赋能走出中国话语“传不出”的困境;在信息触达方面,平台要以文化圈层为新切口拓展精准传播,建立原始数据系统维护数据主权,研发自主算法调节信息传播流向,通过圈层传播和自主技术的双向协同巩固传播主导权。上述策略的实施将助力我国更好地应对对外传播挑战,增强中华文明在全球舞台上的传播力和影响力,促进公正、平等、包容的国际传播新格局的形成。This study focuses on the strategy of constructing proprietary platforms for the external communication of Chinese civilization.Through the analysis of the contemporary international communication landscape and the current status of Chinese platforms going global,the feasibility and necessity of building autonomous and controllable platforms are demonstrated.Suggestions for the development of proprietary platforms are proposed from the perspectives of content supply and information dissemination.In terms of content supply,platforms should produce public service content targeting the world,achieve systematic integration of overseas and civil communication resources,and break the dilemma of Chinese discourse“not being transmitted”through high-quality supply and diverse participation.In terms of information dissemination,platforms should expand precise communication by focusing on cultural circles,establish original data systems to maintain data sovereignty,develop autonomous algorithms to regulate information dissemination direction,and consolidate communication dominance through the synergy of circle-based communication and autonomous technology.The implementation of the above strategies will help China to better meet the external communication challenges,enhance the dissemination power and influence of Chinese civilization on the international arena,and promote the formation of a new pattern of international communication characterized by justice,equality,and inclusiveness.

关 键 词：平台化 用户参与 文化圈层 自主算法 跨文化传播 

分 类 号：G206[文化科学—传播学]