2024年祖国内地对台传播内容、策略及效果研究  

On the Content,Strategy,and Effect of Chinese Mainland's Communication with the Taiwan Region in 2024

作　　者：阎立峰[1,2] 时盛杰 陈北棱 李子扬 Yan Lifeng;Shi Shengjie;Chen Belen;Li Ziyang(School of Journalism and Communication,Xiamen University;Straits Media Research Center,Xiamen University)

机构地区：[1]厦门大学新闻传播学院 [2]厦门大学海峡媒体研究中心

出　　处：《台海研究》2025年第1期27-48,60,共23页Cross-Taiwan Strait Studies

基　　金：2024年度国家社科基金后期资助项目“台湾新闻传播研究关键词”,批准号:24FXWB029。

摘　　要：由于台湾地区政治局势复杂化、祖国内地反“独”行动升级化以及国际涉台问题严重化,2024年祖国内地主要媒体对台传播面临着错综复杂的形势。研究聚焦13个年度重点涉台议题,选取祖国内地主流媒体在四个海内外社交媒体平台上5911条传播数据,揭示了新华社、人民日报、中央广播电视总台及福建地方媒体等传播主体的内容策略和传播效果。当前对台传播存在海外平台限流、内容匹配不足及情感触达有限等难题,未来应通过构建自主传播平台、优化叙事表达及分层定位受众等方式提升传播效能,增强议题设置能力,实现两岸“心灵融合”。Due to the complication of the political situation in the Taiwan region,the escalation of the Chinese mainland's anti-“Taiwan independence”actions,and the aggravation of international Taiwan-related questions,Chinese mainland's major media will face a complex situation in communication with the Taiwan region in 2024.The study focuses on 13 annual key Taiwan-related questions,selecting 5,911 communication data from Chinese mainland's four major domestic and international social media platforms,revealing the content,strategies and effects of major communication entities,including Xinhua News Agency,People's Daily,China Media Group,and local media in Fujian Province.At present,there are problems such as limitations of overseas platforms,insufficient content matching,and limited emotional reactions in communication with the Taiwan region.In the future,it is essential to enhance communication effectiveness and agenda-setting capabilities by constructing autonomous communication platforms,optimizing narrative expressions,and segmenting audiences.These strategies will better facilitate the“spiritual integration”across the Strait.

关 键 词：对台传播 主流媒体 两岸融合 社交媒体 

分 类 号：G206[文化科学—传播学]