熊猫频道对外传播研究

发布时间：2019-01-22 10:38

【摘要】：当今世界各个国家在发展自身经济、政治、军事、文化等方面的同时,越来越注重与其他国家和地区之间的交流,以便向外输出自己的观念、文化、价值观等等,提升本国国际地位,掌握处理国际事务的话语权,实现和维护国家利益。熊猫频道作为中国对外传播的渠道之一,致力于向世界传递一个真实的中国,并在世界范围内获得了受众的关注、喜爱和好评。在对熊猫频道这一对象的研究过程中,以传播学的理论为依托,结合其他相关学科知识,综合使用了文献分析、内容分析、比较研究、案例分析等研究方法。统计发现,熊猫频道占据独家资源,内容丰富又不失特色,背靠央视通过新媒体连接世界,利用各平台社交功能增强受众交流互动,为用户提供优质的产品与服务。熊猫频道的传播活动还在一定程度上达到了提升中国文化软实力、塑造与改善中国国家形象、推动中国文化外交发展的功能。深入分析的结果表明,熊猫频道还存在三个方面的问题:一是内容与形式受到局限;二是自己品牌的建设仍需加强;三是文化衍生品种类少,与相关产业联动性差,并未能够完全实现文化产业的经济化。对此提出了,合理应用传媒新技术、提供高品质服务、拓展系列新品牌、开发文化衍生品、与相关产业联动等建议,以促进熊猫频道今后的发展,并对中国媒体对外传播活动的开展提供借鉴意义。
[Abstract]:Nowadays, while developing their own economy, politics, military affairs and culture, various countries in the world are paying more and more attention to exchanges with other countries and regions in order to export their own ideas, cultures, values, etc. Enhance our country's international status, master the right to speak in handling international affairs, and realize and safeguard our national interests. Panda Channel, as one of the channels of communication in China, is dedicated to transmitting a real China to the world, and has gained worldwide attention, love and praise. In the research process of panda channel, based on the theory of communication, combined with other related disciplines knowledge, the comprehensive use of literature analysis, content analysis, comparative research, case analysis and other research methods. According to statistics, Panda Channel occupies exclusive resources, rich in content and features. It relies on CCTV to connect the world through new media, and makes use of the social functions of various platforms to enhance the communication and interaction of the audience, so as to provide the users with high-quality products and services. To some extent, Panda Channel has achieved the function of enhancing the soft power of Chinese culture, shaping and improving the national image of China, and promoting the development of Chinese cultural diplomacy. The results of in-depth analysis show that there are three problems in Panda Channel: one is the limitation of content and form, the other is the construction of its own brand still needs to be strengthened. Third, there are few kinds of cultural derivatives and poor linkage with related industries, which can not completely realize the economy of cultural industry. In view of this, some suggestions are put forward, such as the rational application of new media technologies, the provision of high-quality services, the expansion of a series of new brands, the development of cultural derivatives, the linkage with related industries, and so on, in order to promote the future development of Panda Channel. And to the Chinese media external communication activities to provide reference significance.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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