党的十九大报告明确要求推进国际传播能力建设,构建人类命运共同体,为国际传播“新征程”设定了战略内涵。本报告从传播生态学视角出发,在复杂的社会生态体系内透视人、媒介、社会各种力量的共息共生关系,为传播研究和媒介管理提供某种联动、系统化、战略化的思路,并在此基础上,概括出全球传播生态八大特征:用户迁徙、信任转移、双向发力、结构转型、产业重组、技术创新、政策重构、合纵连横。与此同时,提出五大问题:第一,如何校准全球定位——全球传播已经从“西强东弱”转为“局部破局”,期待国际传播“于我向好”局面的到来;第二,如何重点观察传播“生态级”影响力的技术;第三,如何确立中国传播价值——在网络中立政策全球摇摆不定的背景下,中国如何阐明自己的传播价值观;第四,中国该用什么样的国际传播理论指导实践——“平衡传播”是中国国际传播对全球传播生态完整性的理论贡献。
<<“The report to the 19th National Congress of the Communist Party of China puts forward a clear demand on the capacity building in international communications,charts the course for building a community of shared future for humanity and adds the strategic contents to international communications in the “new journey”. The report focuses,from the perspective of communicative ecology,on the global communications landscape and the world’s media development and gives an insight into the co-existence of people,media and all social forces inside the complicated social ecosystem,thus providing a certain interactive,systematic and strategic thought on the communications studies and media management. On this basis,the report generalizes eight major features of the global communicative ecology,namely,user migration,trust transfer,two-way drive,structural transition,industrial reorganization,technical innovation,policy reshaping,and vertical merger and horizontal linking. At the same time,it identifies the awareness of five major issues:1. How to caliber the global positioning-the global communications are transitioning from a pattern “strong in the west but weak in the east” into “local area breakthrough”,expecting the arrival of a “situation favorable for us”;2. How to view the technologies that affect the “ecological class” influence over communications;3. How to establish the values of China’s international communications against the background of the global wavering in the network neutral policy;4. What international communications theory China should use as a guide to action-“balanced communications” is the theoretical contribution by China’s international communications to the completeness of the global communicative ecology.
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