摘要
目前,我国的国际传播面临覆盖率不断提升、影响力却持续不足的问题。国内现有研究将原因归结于世界传播格局、中外政治文化与价值观差异等外部条件,缺乏对国际传播的理念和内容本身进行评论与反思。国外学者以对话性理论为基础,结合意义的创造、双向对等传播、交往行为理论,分析了西方媒体在阿拉伯地区传播的节目类型、模式、议题、用语等因素。这些研究表明,对不同社会文化传统缺乏理解与尊重、以改变受众态度为目标的单向传播理念,是效果有限的症结所在。中国传统哲学有爱好对话和互惠知识的内在倾向,中国式对话更注重取得双方都能接受的互利结果,应借重这份思想和文化资源,提升中国国际传播的影响力。
It is a critical issue in the international communication research to explain the discrepancy between media's high coverage and its low impact. Chinese scholars tend to attribute to external factors like the world communication order,difference in political cultures and values,short of offering a critique and reflection on the communication philosophy and content per se. A few western scholars invoke the idea of dialogue to analyze western media's broadcasting to the Arab area,focusing on the program model,agenda,language,etc. A review on their studies in the light of theories including dialogism,meaning-making,two-way symmetrical model,and communicative action leads to the main conclusion: the one-way communication philosophy that fails to understand and appreciate different social and cultural traditions and strives to change the attitude of the audience is the primary reason for ineffective communication. Comparing with the western belief in universal value,the traditional Chinese philosophy inherently pursues to create reciprocal knowledge and the Chinese style dialogue aims to realize mutually beneficial results. This tradition should be explored,understood,and put into the practice in order to enhance the impact of China's international communication.
出处
《清华大学学报（哲学社会科学版）》
CSSCI
北大核心
2015年第1期129-136,183,共8页
Journal of Tsinghua University(Philosophy and Social Sciences)
