新媒體語境下國家形象傳播路徑轉(zhuǎn)變及成效

樊擁軍

摘要：隨著互聯(lián)網(wǎng)新媒體傳播技術(shù)的快速發(fā)展，傳媒產(chǎn)業(yè)和傳受關(guān)系格局均已發(fā)生變化，如何調(diào)適和改進(jìn)單調(diào)性路徑的傳播模式成為國家形象傳播面臨的問題。從傳播主體結(jié)構(gòu)框架的適應(yīng)性轉(zhuǎn)變、傳播形態(tài)方式的針對性改進(jìn)、傳播中介橋梁的精準(zhǔn)性借用等作為層面，對新媒體語境下的國家形象傳播路徑進(jìn)行研究。研究認(rèn)為，作為國家傳播主體的官方機(jī)構(gòu)應(yīng)利用互聯(lián)網(wǎng)新媒體的超強(qiáng)聯(lián)接能量，為國家形象傳播提供平臺，吸引非政府組織和廣大民眾參與，并承擔(dān)正向的積極引導(dǎo)職責(zé)；國家形象傳播方式應(yīng)將精英文本與表述轉(zhuǎn)化為大眾文本與符號，利用易讀有趣的繪畫、影視等低語境符號傳播，吸引不同國家、階層、文化人群對國家整體形象產(chǎn)生認(rèn)同，這是提高國家形象傳播成效的優(yōu)選策略；國家形象傳播還需要依據(jù)不同社交網(wǎng)絡(luò)的屬性特征，有技巧地植入國內(nèi)外的各種新媒體社群圈層，加大有質(zhì)量的利我形象信息植入數(shù)量，并利用網(wǎng)絡(luò)中介團(tuán)體等的實(shí)地經(jīng)歷來讓國外民眾切身感悟中國風(fēng)貌，鼓勵支持民間組織或個人利用新媒體技術(shù)創(chuàng)造與國外民眾共同生活的虛擬體驗(yàn)活動，增加相互認(rèn)知的深度和廣度，促進(jìn)國家形象傳播的認(rèn)同成效和國家形象的良好塑造。

關(guān)鍵詞：新媒體傳播；低語境；國家形象；傳播中介；傳播形態(tài)；文化認(rèn)同

中圖分類號：G229

文獻(xiàn)標(biāo)志碼：A文章編號：16716248（2017）03011305

[GK-2！-2]

Transformation and effect of national image transmission

path in new media context

FAN Yongjun

（School of Journalism and Communication， Hebei University， Baoding 071002， Hebei， China）

Abstract： With the rapid development of Internet new media communication technology， the media industry and the transmission relationship pattern have changed.How to adjust and improve the monotonic path of the transmission model has become the problem of national image transmission. This paper studied the transmission path of the national image in the context of the new media from the adaptive transformation of the main structure of the propaganda， the targeted improvement of the propaganda form and the precision borrowing of the intermediary bridge. The results show that the main subject of the national communication should use the super linkage power of the new media of the Internet， which can provide a platform for the national image communication， attract the participation of nongovernmental organizations and the general public and bear positive guiding responsibilities. The national image transmission mode should transform the elite text and expression into the popular text and symbols， by easy reading and interesting lowlevel symbols of communication， such as paintings， films and televisions， attracting different countries， classes， cultural groups to identify the overall image of the country， which is a preferred strategy to improve the dissemination effectiveness of national image. Based on the characteristics of different social network，the transmission of national image should skillfully implant a variety of new media community circle at home and abroad， increase the number of implantation of qualitative selfbeneficial image information， use the field experience of network intermediary groups and individuals leaders to let foreign people personally feel the Chinese style， encourage and support civil society organizations or individuals to create a virtual experience activities living together with foreign people by new media technology， which can increase the depth and breadth of mutual awareness， promote the identity effectiveness of the national image transmission and shape good national image.