摘要
一个国家国际话语权的大小,很大程度上取决于媒体的传播力和影响力。西方大国为了把持国际话语的垄断权,处于上升中的国家为了争得国际话语权,都在努力打造具有全球影响力的媒体,力求在国际舆论竞争中赢得主动。互联网是一种与生俱来的全球传播载体,具有跨越时空、天然落地的特点;互联网传播是一种非对称传播,可以迅速汇聚分散的声音、急剧放大弱小的力量,在国际话语权竞争中显示出独特优势。在国际话语权竞争中,建设具有强大传播力、竞争力的网络传播主体,提升国际传播力,推进重点网站海外发展战略,实现传统媒体与新兴媒体的有机融合成为必然的选择。同时,打造具有强大吸引力、亲和力的网络传播内容,展现"当下中国"的真实面貌,展示"传统中国"的文化魅力,在重大事件中及时传播中国声音,大力发展海外本土化内容,实施具有针对性、实效性的网络传播策略,是让世界了解一个真实中国的必由之路。
A country＇s discursive power, to a great extent, is determined by the power and influences of its media. Western developed countries as well as rising developing countries are all making great efforts in promoting their media for worldwide influence in order to get more discursive power in the international competition. The internet plays an important role in international discursive power competition, given its unique attributes： the internet is born to be a globalized medium that can transcend the time and space; and also internet communication is asymmetrical, which can aggregate the dispersive voices and greatly expand weak voices. To compete for international discursive power, China must build a strong and competitive internet communication entity, advance the international communication capacity of domestic websites, promote overseas development for important websites, and fu]fill the convergence of traditional and new media. Also, China must create appealing and attractive internct content, show contemporary China to the world, promote the cultural heritage of traditional China, make China＇ s voices heard more quickly in important events, and develop localized content overseas. In addition, China must establish a more targeted and effective internet communication strategy in order to show the real china to the world.
出处
《北京联合大学学报（人文社会科学版）》
2010年第3期116-122,共7页
Journal of Beijing Union University(Humanities and Social Sciences)
基金
教育部哲学社会科学研究重大课题攻关项目"互联网等新媒体对社会舆论影响与利用研究"(课题编号:07JZD0037)
关键词
互联网
国际传播
国际话语权
internet
international communication
discursive power
