社会化媒体重构国际传播新路径
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摘要
当前,由于媒体的属性不断叠加,传统媒体对于用户来说已经不再是"绝对影响"般的存在,以互联网为代表的新媒体极大地改变了国际传播的形式和内容。在全媒体国际传播背景下,传统媒体面临着获取用户能力下降、仅保持"内容为王"难以为继、场景与历史壁垒难以逾越等问题。社会化媒体由于自身具有精准推送、以社交关系为纽带和营造生活化场景等优势,其在国际传播中显示出更强的适应性。社会化媒体通过撬动种子选手进行全球联动、根据不同平台精准传播、整合国内外媒体资源完善矩阵布局等方式可以为我国国际传播提供新范式,更好地传递中国声音,讲好中国故事。
Nowadays, due to the continuous superposition of media attributes, traditional media is no longer a "top influence" for people. Represented by the Internet, new media has greatly changed the form and content of international communication. In the context of all-media international communication, traditional media faces the difficulties of declining ability to acquire users, hard existence of only keeping the principle of "content is the king", and the insurmountable obstacles to scenes and historical barriers. Social media has shown greater adaptability in international communication because of its advantages of precise pushing, taking social relationships as a bond and creating the daily life situations. Inciting seed players to carry out global linkage, accurately publicity according to different platforms, integration of domestic and foreign media resources and matrix layout improvement, as well as approaching the public opinion center like actively setting issues through social media will provide a new paradigm for China's international communication, deliver the voice and tell the story of China better.
Nowadays, due to the continuous superposition of media attributes, traditional media is no longer a "top influence" for people. Represented by the Internet, new media has greatly changed the form and content of international communication. In the context of all-media international communication, traditional media faces the difficulties of declining ability to acquire users, hard existence of only keeping the principle of "content is the king", and the insurmountable obstacles to scenes and historical barriers. Social media has shown greater adaptability in international communication because of its advantages of precise pushing, taking social relationships as a bond and creating the daily life situations. Inciting seed players to carry out global linkage, accurately publicity according to different platforms, integration of domestic and foreign media resources and matrix layout improvement, as well as approaching the public opinion center like actively setting issues through social media will provide a new paradigm for China's international communication, deliver the voice and tell the story of China better.
引文
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[3]冯婷婷.传统媒体融合发展面临的问题及对策[J].青年记者,2018(32).
[4]黄真金,赵甍源,林坤.移动互联网时代传统媒体转型问题研究———以新闻类App为例[J].编辑学刊,2017(2).
[5]唐丽佳,赵志奇.大数据视野下抖音传播方式及问题分析[J].编辑学刊,2018(6).
[6]刘波维.短视频社交平台传播力探析———以“抖音”APP为例[J].传媒,2018(19).
[7]黄霁风,陈丹丹,张琰.注意力模式视域下的网络短视频平台运营策略———以抖音APP为例[J].今传媒,2018(11).
[8]国秋华,孟巧丽.抖音的互动仪式链与价值创造[J].中国编辑,2018(9).
[9]匡文波,杨正.人工智能塑造对外传播新范式———以抖音在海外的现象级传播为例[J].对外传播,2018(10).
[10]马泽华.不同类社会化媒体信息传播对广告营销的影响———以Twitter和Facebook为例[J].中国商论,2013(21).
[11]李志华.新媒体时代国际传播发展路径思考[J].中国报业,2018(17).
[12]田龙过.全媒体时代中国国际传播战略布局反思[J].西部学刊(新闻与传播),2016(5).
[13]张德礼.传统媒体的新媒体矩阵发展现状及问题[J].青年记者,2018(14).
[14]戴元初.日益走近世界舆论场中心的中国力量———2017中国媒体国际传播实践述评[J].对外传播,2017(12).
[15]常江,田浩.中共十九大对外传播议程设置解读[J].对外传播,2017(11).
[16]韦笑,潘攀.社交媒体时代中国国家形象的对外传播策略———基于2017年CGTN海外社交媒体的中国报道分析[J].传媒,2018(19).