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周树春:以“深度融合”推动“弯道超车”,实现国际传播跨越式发展

2017-08-19 16:46:30   

第一,贯彻“顶层设计”,落实国家战略

互联网科技的迅速迭代不仅给新闻传播的生产流程、运行机制、产品形态、媒体业态和产业格局带来深刻变化,也必将对世界政治、经济、文化格局产生前所未有的深刻影响。虽然多元化融合探索是摆在全球媒体面前的重大课题,但只有在中国,“融合发展”从媒体谋略上升为国家战略。在中央发布《关于推动传统媒体和新兴媒体融合发展的指导意见》后,“推动传统媒体和新兴媒体融合发展,加快媒体数字化建设,打造一批新型主流媒体”写进“十三五”规划。正如刘云山同志指出,媒体融合发展是大势所趋,要以更加积极的态度、更加有力的措施推进媒体融合发展。正是因为有了高瞻远瞩的顶层设计和战略推动,我国主流媒体才实现了融合发展的快速进步。也正如一家欧洲媒体发表的观感,“中国媒体应对新媒体冲击反应迅速”,而在这里,“由于缺乏政府支持,新媒体发展收效甚微”。以国家战略为强大后盾,我们没有理由不在融合发展上有更大作为。如果考虑到在当今国际信息舆论传播中英语的话语空间占文字流量的80%以上,国际传播还是以英语为重点,作为国家级英文媒体的中国日报就更需要有所作为,在推进融合发展中为加强国际传播能力建设作出更大贡献。

第二,依托“物质基础”,发挥比较优势

据世界经济论坛发布的2016年度《全球信息技术报告》,由于数字接入成本高昂,不同国家之间的“数字鸿沟”将扩大。但可以肯定,在这个洗牌过程中,无论是相对于发达国家还是其他发展中国家,中国都处于比较有利的地位。自改革开放以来特别是党的十八大以来,我国经济、政治、文化、社会和生态文明建设取得巨大成就。随着经济总量的不断跃升,作为世界第二大经济体的社会生产力水平进一步提高,我国传媒发展分享到的经济发展红利也越来越多、越来越大。也正是在综合国力日益强大的背景下,我国媒体在全球的影响实现了历史性飞跃。中国日报从创办之初发行两万多份报纸,到现在拥有中国版与9个海外版,总发行量90余万份、覆盖全球主要国家,特别是形成了由纸媒、网络、移动客户端和社交媒体构成的全媒体国际传播平台。如果说融合发展为新一轮全球媒体竞争提供一种新的历史条件,我们在这个竞技场上具有更强大的实力支撑。

第三,乘“互联网大国”强势,实现此长彼消。

在近一时期媒体持续关注的针对20国青年的调查中,“高铁、网购、支付宝、共享单车”,成为在华外国人心目中的中国“新四大发明”。除了高铁,后三项都是互联网的直接产物。这项调查具有重要象征意义,反映了中国互联网发展的强大态势。中国媒体是中国互联网发展的忠实记录者和生动讲述者,也是中国互联网发展的重要参与者和直接受益者。据最新统计,截至今年6月,中国网民规模达7.51亿,其中手机网民规模达7.24亿;互联网普及率为54.3%,超过全球平均水平4.6个百分点,全球十大互联网公司中国占4席。互联网正加速各领域深度融合,成为促进我国消费升级、经济转型和营建国家竞争新优势的重要推动力,这是中国媒体依托国家互联网战略推进融合发展的重要背景。近年来,我国主流媒体的新媒体发展指标明显快于发达国家媒体。网络新媒体的发展在客观上削弱了发达国家强势媒体的传统优势,为我们加速推进国际传播能力建设和提升国际话语权提供了历史性机遇。正如刘奇葆同志指出的,“媒体融合发展是加强国际传播能力建设的必由之路”。能否抓住“融合”机遇,直接关系国际传播能力建设成败。

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