中国电视媒体从“走出去”到“走进去”的策略研究.pdfVIP

摘 要 摘 要 我国的对外宣传由来已久，长期以来，电视媒体作为重要的对外窗口一直担负着巨 大的宣传职能，意识形态色彩过于浓重。但是随着时代的变迁和发展，全球化的步伐和 市场化的环境成为世界的主导，这种趋势让我们过去“不计代价”的宣传方式显得落伍。 尤其是在了解了我国的对外宣传效果并不十分理想、对我国的误读歪曲层出不穷屡屡发 生之后，我们更需要转变对外传播的观念，变“走出去”为“走进去”，变只重社会效 益为重视经济效益，变粗放覆盖为精准落地。只有这样才能符合全球传媒的发展规律， 适应通行的市场准则，从而获得国外受众的认可，将我们的内容传播到世界各地，为受 众介绍一个真实、客观、友好、有魅力的中国，为我国的进一步发展和强大创造一个有 利、友善的环境和空间。 本文旨在对之前的对外传播研究和电视“走出去工程”研究进行梳理的基础上，从 市场化的视角和重视对外传播效果的立场，对当前我国对外传播“走出去”而没有“走 进去”的现状进行深入的分析和探讨，并针对存在的问题结合西方发达国家的成熟传媒 经验提出相应的对策。本文主要运用文献分析研究法、归纳研究法、案例研究法、比较 研究法等研究方法，试图为我国未来的对外传播收到更好的效果，而提供一些市场化、 资本运作和商业运营的思路和方法。 关键词 中国电视媒体 对外传播 “走出去”与“走进去”战略 市场化 话语权 I Abstract Abstract It has been a long time for our country’s foreign propaganda. As one important platform to the foreign countries, the television media take the huge responsibility for the propaganda function for a long period, so that it has formed heavy ideology futures. While with the times’ changing and developing, the globalization and market environment become the dominant trend of the world, under this condition, those propaganda methods which not prepared any price in the past are not proper. Especially when the effects of our country’s foreign propaganda did not work well and many misunderstandings or distortedness be come out time and again, we have to change the view to the foreign propaganda. We should change the “go global” policy into the “get into” strategy, pay more attention to the economic profit rather than consider the social effect only, make the broadcasting get more accurate target areas not simple widely cover. That could be accord with the law of development of the global media, fit in the market norm, thus it can be accepted by foreign audience and t