新媒体语境下国家形象传播路径转变及成效

樊拥军

摘要：隨着互联网新媒体传播技术的快速发展，传媒产业和传受关系格局均已发生变化，如何调适和改进单调性路径的传播模式成为国家形象传播面临的问题。从传播主体结构框架的适应性转变、传播形态方式的针对性改进、传播中介桥梁的精准性借用等作为层面，对新媒体语境下的国家形象传播路径进行研究。研究认为，作为国家传播主体的官方机构应利用互联网新媒体的超强联接能量，为国家形象传播提供平台，吸引非政府组织和广大民众参与，并承担正向的积极引导职责；国家形象传播方式应将精英文本与表述转化为大众文本与符号，利用易读有趣的绘画、影视等低语境符号传播，吸引不同国家、阶层、文化人群对国家整体形象产生认同，这是提高国家形象传播成效的优选策略；国家形象传播还需要依据不同社交网络的属性特征，有技巧地植入国内外的各种新媒体社群圈层，加大有质量的利我形象信息植入数量，并利用网络中介团体等的实地经历来让国外民众切身感悟中国风貌，鼓励支持民间组织或个人利用新媒体技术创造与国外民众共同生活的虚拟体验活动，增加相互认知的深度和广度，促进国家形象传播的认同成效和国家形象的良好塑造。

关键词：新媒体传播；低语境；国家形象；传播中介；传播形态；文化认同

中图分类号：G229

文献标志码：A文章编号：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.