新闻传播学专业英语 课件 08 Propaganda Communication

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CommunicationChina'sInternationalCommunicationPhilosophyFromExternalPropagandatoGlobalDialogue1949-1978 LettheWorldHearChina1978-2008 LettheWorldSeeChina2009-Present LettheWorldDialoguewithChinaTwoKeyConcepts对外宣传vs国际传播ExternalPropagandaInternationalCommunicationDIRECTIONOne-wayTwo-way/Multi-directionalPURPOSEPersuasion,shapingimageExchange,mutualunderstandingTONEMonologueDialogueKEYWORDTellingListening&SharingPhase1:LettheWorldHearChina(1949-1978)CoreTask:BreakthroughWesternblockade,establishglobalpresenceIn1955,ChairmanMaoinstructedXinhuaNewsAgencyto

“takechargeoftheglobeand

letthewholeworldhearourvoice.”把地球管起来，让全世界都能听到我们的声音。CaseStudy:Xinhua‘sEarlyInternationalBroadcastingMILESTONESIGNIFICANCE1944XinhualaunchesEnglishwiredbroadcastfromYan‘ancavesFirstofficialexternalpropagandainCPChistory1949-65Xinhuaexpandsto51overseasbureausBuildingglobalpresence1955Mao's“takechargeoftheglobe”directiveStrategicvisionforglobalreach毛泽东1967年6月15日对出国人员谈话时的重要批示一些外国人对我们《北京周报》、新华社的对外宣传有意见。宣传毛泽东思想发展马克思主义，过去不搞，‘文化大革命’以后大搞特搞，吹得太厉害，人家也接受不了。有些话何必要自己来说，我们要谦逊，特别是对外，出去要谦逊一点，当然又不是失掉原则。昨天氢弹的公报，我就把‘伟大的导师、伟大的领袖、伟大的统帅、伟大的舵手’统统勾掉了，把‘光芒无际’也勾掉了。世界上的光芒哪里有无际的，都有际。‘万分喜悦和激动的心情’，把‘万分’也勾掉了，不是十分、百分、千分，而是万分，我就一分也不要，勾掉了。Phase2:LettheWorldSeeChina(1978-2008)内外有别 domesticvsforeigndifferentiation外外不同 differentiationamongforeignaudiencesGermanscareaboutenvironment;Africanscareaboutaid;Americanscareaboutpolitics.

InstitutionalGrowth(1978-2008)1931XinhuaNewsAgency101overseasbureaus1952ChinaNewsService27overseasbureaus1978ChinaRadioInternationalMultilingualbroadcasting1981ChinaDailyFirstnationalEnglish-languagenewspaper1992CCTV-4InternationalChinesechannel2008年奥运会报道的“外外不同”报道重点回避话题效果美国奥运场馆建设速度、科技应用政治体制比较《纽约时报》关注“中国速度”德国环保措施、空气质量改善人权议题德媒报道“北京蓝天”阿拉伯国家清真餐饮保障、穆斯林运动员接待猪肉供应中东运动员点赞“宾至如归”日本文化交流、志愿者服务历史问题日本游客盛赞“热情友善”Phase3:LettheWorldDialoguewithChina(2009-Present)PolicyMilestones2009:“MediaGoingGlobal”strategylaunched2021:Politburostudysessiononinternationalcommunicationcapacitybuilding2023-2026:“Internationalcommunication”mentioned7timesingovernmentworkreportsStructure:“1+6+N”1flagship-CGTN6centralmedia→20centralmediaNlocal/commercialplatformsCaseStudy:SMG’s2026“TwoSessions”CoverageBreakingfromtraditionalpropaganda,SMGtransformedits2026TwoSessionscoveragefrom“communicator”to“dialoguepartner.”Theprogramfeatured10internationalguests,includingtheUNDeputySecretary-General,DeputyPrimeMinisterofKazakhstan,andDeputyPrimeMinisterofLuxembourg.Ratherthansimply“speakingthroughothers,”SMGengagedthesefiguresindeepdiscussionsonChina'seconomy,greentransition,andhowtoavoidthe“ThucydidesTrap.”WhenUNofficialspraisedChina'sgreenfinanceandEuropeanpoliticianscalledfor“co-creatingrules,”this“third-partynarrative”carriedfarmorecredibilitythanone-waymessaging.Oneoverseasnetizencommented:“China'sroleintheworldisincreasinglyimportant.”Thisshiftinperceptioncamefromdialogue,notpreaching.CaseStudy:“TimTalks”–ForeignAnchorExplainsChina“TimTalks”representsabreakthroughinnarrativestrategy—usingaforeignjournalist'sperspectivetointerpretChinesepolicy.Tim‘s6-minuteEnglish-languagevideo,“What'sinChina's2026GovernmentWorkReport,”analyzedthedocumentthroughfivedimensions:CPItrends,consumptionincentives,socialwelfare,housingsecurity,andemployment-friendlydevelopment.This“outsider'slens”appliesanalyticallogicfamiliartointernationalaudiences,transformingtheGovernmentWorkReportintoperceivable,understandable,anddebatablepolicysignals.Whenoverseasviewersunderstand,throughTim'sinterpretation,howtheChinesegovernmentbalancesgrowthandpublicwelfare,the“15thFive-YearPlan”ceasestobeabstractpoliticaltextandbecomesafutureroadmapaffectingordinarypeople‘slives.TheChangingInternationalMediaLandscapeWesternMedia'sShiftinCoveringChina(2026)2019-2025Trend2026ShiftNegativecoverage70%40%Narrativeongrowth“Chinaslowdown”“Strategiccalibration”Techdiscourse“CanChinainnovate?”“Canweaffordtobeexcluded?”Greenframing“Overcapacity”“Supplychainnecessity”PhilosophicalFramework:CivilizationalExchange人类命运共同体PresidentXiatUNESCO(2014)“Civilizationsarecolorful–diversitymakesexchangevaluable.”“Civilizationsareequal–equalitymakesexchangepossible.”“Civilizationsareinclusive–inclusivenessmakesexchangepowerful.”Homework:CaseStudyAnalysisFindoneEnglish-languagenewsreportfrom202