媒体在公共外交中的运用及其主要作用 ——以2008年北京奥运会为主要案例的分析.pdfVIP

摘 要 在探讨公共外交的发展过程中，会发现媒体与公共外交密不可分。笔者以 为，如果要选取一个体现媒体在公共外交中的运用及其作用的案例，2008 年北 京奥运会无疑是一个较好的例证。媒体不仅仅只是转播奥运比赛，也传递外交讯 息、发挥舆论影响力及塑造国家形象，这些都是公共外交的重要议题。 本文首先阐述了公共外交的概念，以及公共外交的内涵及其特征。公共外交 作为一种外交手段，有其理论来源，不可讳言的是，媒体是公共外交的重要手段 之一。本文探讨了外交信息的传递过程中媒体的作用，通过阐述中国媒体所报道 的正面信息，以及国际舆论中某些抵制奥运的负面信息，进一步分析了媒体在公 共外交运用上，需要改进的部分。 本文还以北京奥运期间 “中国抵制家乐福”事件为观察，分析媒体在主导 舆论、影响决策等方面的作用，认为媒体影响下的大众舆论在公共外交上发挥着 日益重要的作用；最后从媒体对奥运会开幕式闭幕式的报导，以及相关社论内容 入手，研究媒体是如何塑造国家形象的，这也体现了公共外交的核心作用。 关键词：公共外交；媒体与舆论；2008 北京奥运；国家形象 I Abstract During the process of discussing the development of public diplomacy, we will find that media and public diplomacy are inseparable. The author considers that the 2008 Olympic Games should be a good case for the illustration of usage and function of media in public diplomacy. The media not only broadcast Olympic games, but also transmits the diplomatic news, exert public opinion influence and shape the national image, these are the important topics of public diplomatic. This article first elaborated the concept of public diplomacy, and the connotation and characteristics of public diplomacy. Public diplomacy is a diplomatic tool, and it has theoretical origin. However, there is no doubt that the media is an important means of public diplomacy. This paper discusses the function of media in the transfer of diplomacy information. Described the positive information about the role athletes played in public diplomacy, and the negative information about international public opinion against the Olympic Games. Then further analyzed the things need to be improved in the application of the media in public diplomacy. This article also takes “China boycott Carrefour” event during the Olympic Games in Beijing as an example, analyzed the function of m