国际传播中国家形象塑造策略转型

在政府、市场和社会的模式中,任何一部分的崛起都会引起国家形象塑造策略的转型。随着跨国公司的崛起,国家形象的塑造越来越表现出商业化的局势。同时,现代电子大众媒体的发展,使国际传播越来越表现出复杂的态势。传播主体逐渐表现出多元化,政府、公司、非政府组织、个体等传播能力此消彼长,而网络更使国际传播中的主体表现出便利和难以有效控制的局势。因此,传统的通过对传播主体和传播工具的有效控制来塑造国家形象的策略,已经不能适应现代国际传播中的需要。

The Transformation of the Nation Image Shaping Strategy in the International Communication

In the model of government,market and society,any change in each party may cause the transformation of the nation's image shaping.With the development of the international companies,the image of a nation tends to be more and more commercial-oriented.Meanwhile,the advancement of modern electronic mass media makes the international communication more complicated.The subjects of communication are multiple-oriented.Government,companies,non-governmental organizations and individual,as communication power,take part in turn,while the Internet makes it even more difficult to control.Therefore,traditional measure of shaping the nation's image with communication object is far from satisfactory in modern context.