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基于媒介情境论的主流媒体文化传播策略研究 ——以2020—2022 年《长江新闻号》外国人看湖北系列为例

Research on the Communication Strategy of Mainstream Media Culture under the Media Context Theory —Based on the 2020-2022 Yangtze News Series on Hubei for Foreigners

China News Review / 2023,4(1): 46-52 / 2023-02-13 475 507

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• Authors: 解炜      张增华      何可     
• Information:

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• Keywords: Media context theory; Changjiang news foreign series; Cross culture communication 媒介情境论；长江新闻外国人看湖北系列；跨文化传播
• Abstract: Since 2020, Yangtze News has launched a series of foreign programs on major platforms at home and abroad. The episode Jack the American and His “Karate Dream” was rebroadcast by overseas platforms, with more than 1 million views. In recent years, Yangtze News has been trying new external communication strategies and achieved excellent results, setting a model for mainstream media to engage in cross-cultural communication. Through interviews and analysis, it is found that this platform pays attention to the selection of diversified characters and representative locations in the production of cross-cultural communication content, strives to innovate the presentation form of programs, and gives full play to its economic value on the basis of fulfilling the social responsibilities of communication media. In terms of communication strategy, timely communication and authoritative narration should be carried out to reduce cultural discount. 2020年起，《长江新闻号》相继推出的外国人看湖北系列节目在国内外各大平台传播，《美国人杰克和他的“功夫梦”》一集播出后被各大海外平台转播，观看量超100万次。近年来《长江新闻号》不断尝试新的对外传播策略，取得优异成绩，为主流媒体从事跨文化传播树立范本。通过访谈及分析研究发现，该平台在跨文化传播内容生产上注重多元化人物与代表性地点的选择、力求创新节目呈现形式、在完成传播媒体社会职责基础上发挥其经济价值；在传播策略上适时传播、权威叙事，力求降低文化折扣。
• DOI: https://doi.org/10.35534/cnr.0401006
• Cite: 解炜，张增华，何可．基于媒介情境论的主流媒体文化传播策略研究——以2020—2022年《长江新闻号》外国人看湖北系列为例［J］．中国新闻评论，2023，4（1）：46-52．