摘要
中国在崛起的过程中必须坚持全球化和塑造良好的国际形象,但是美国等部分西方国家在反全球化思维中,对中国仍然存在"误读"和"刻板印象"。对外传播该如何做到"我塑"与"他塑"的统一?习近平主席倡议的"民心相通"给我们提供了有效的思路。以马云2017年的底特律演讲为例,"民心相通"的对外传播尤其要做好以下几方面的工作:受众方面,重视基于草根的公共外交传播;媒介方面,打造网络新媒体的长尾效应;内容方面,实施接近性原则。
China must uphold globalization and shape a good international image in the process of rising,but some western countries,such as the United States,still have "misreading" and "stereotypes" about China in their anti-globalization thinking.How to achieve unity between image building by ourselves and others in international communication?"People-to-People Connectivity " proposed by President Xi Jinping is a viable answer.Taking Jack Ma’s Speech at Detroit as an Example,people-to-people connectivity needs to be achieved through the following efforts.In terms of audience,it needs to be based on public diplomacy.In terms of media,it needs to build long tail effect with online new media.The content of communication needs to follow proximity principle.
作者
胡登全
杨怀周
Hu Dengquan;Yang Huaizhou
出处
《传媒观察》
2020年第4期43-48,共6页
Media Observer
关键词
全球化
民心相通
中国形象
对外传播
马云
底特律演讲
globalization
people-to-people connectivity
image of China
international communication
Jack Ma
speech in Detroit
