中国主流媒体国际传播向微视频化转型,微视频国际传播发挥了越来越重要的作用。同时,中国互联网企业微视频平台将在国内市场饱和后开始大量征战海外市场,内容下沉,争夺优质内容资源。对于日益走向国际的中国微视频传播,价值观的传播尤为重要,因为这是国家软实力的体现。没有价值观传播,就不会产生国际影响力。本文旨在探究中国媒体微视频国际传播中的价值观传播,即中国媒体微视频国际传播应加强什么价值观内涵的传播?为此,该研究选择联合国教科文组织的优兔视频为研究对象,探寻其传播内容和叙事方式中体现出的价值观内涵。从对所选的2009~2017年教科文在优兔播放的197个最热门的视频研究可以得知,教科文组织的优兔视频传递了六大价值取向:文化多样性和多元文化价值观、公益价值观、人文主义价值观、理性价值观、平等价值观和整体价值观。基于此,本文最后试图提出中国微视频国际传播的价值观传播策略。
<<In their international communications,Chinese mainstream media are moving toward micro video,which is playing an increasingly important role. In the meanwhile,the micro video platforms of Chinese Internet enterprises will start to grab the overseas market shares when the domestic market is saturated,with contents dropping down to reach out for more quality content sources. Dissemination of values is especially important for Chinese micro videos that are clinching a niche internationally,because it reflects the national strength. Without disseminating values,micro video cannot generate international influence. This paper aims at exploring into how the micro videos of Chinese media should spread values in international communications,namely,what the contents about values they should strive to into their communications. For this purpose,the paper chooses micro videos of UNESCO on YouTube as an object of study to seek the values reflected in their contents and ways of expression. The 197 hottest videos broadcast by UNESCO on YouTube from 2009 to 2017 show that UNESCO conveyed six major values:cultural diversity and plural cultural values,public welfare values,humanitarian values,rationality values,equality values and holistic values. Based on the findings,this paper tries to suggest tactics for Chinese micro videos operators in spreading values in their international communications.
<<Keywords: | ValuesUNESCOMicro-video |