新媒體語境下國家形象傳播路徑轉變及成效

樊擁軍

摘要：隨著互聯網新媒體傳播技術的快速發展，傳媒產業和傳受關系格局均已發生變化，如何調適和改進單調性路徑的傳播模式成為國家形象傳播面臨的問題。從傳播主體結構框架的適應性轉變、傳播形態方式的針對性改進、傳播中介橋梁的精準性借用等作為層面，對新媒體語境下的國家形象傳播路徑進行研究。研究認為，作為國家傳播主體的官方機構應利用互聯網新媒體的超強聯接能量，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，并承擔正向的積極引導職責；國家形象傳播方式應將精英文本與表述轉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生認同，這是提高國家形象傳播成效的優選策略；國家形象傳播還需要依據不同社交網絡的屬性特征，有技巧地植入國內外的各種新媒體社群圈層，加大有質量的利我形象信息植入數量，并利用網絡中介團體等的實地經歷來讓國外民眾切身感悟中國風貌，鼓勵支持民間組織或個人利用新媒體技術創造與國外民眾共同生活的虛擬體驗活動，增加相互認知的深度和廣度，促進國家形象傳播的認同成效和國家形象的良好塑造。

關鍵詞：新媒體傳播；低語境；國家形象；傳播中介；傳播形態；文化認同

中圖分類號：G229

文獻標志碼：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.