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对外广播作为我国对外传播的主要手段之一,肩负着塑造国家形象,创造有利于我国发展的良好的国际舆论环境的重任。在复杂多变的国际环境中以及新媒体对传统媒体的冲击下,我国对外广播如何通过战略调整向现代化国际媒体转变,提高自身的传播实力和影响力,成为对外广播未来发展的重要战略目标。笔者在此结合国际知名对外广播媒体的发展经验以及我国现实情况,对我国对外广播未来发展战略进行粗略的分析,以供讨论。
As one of the main means of external communication in our country, external broadcasting shoulders the heavy responsibility of shaping the national image and creating a favorable international public opinion environment conducive to the development of our country. Under the complex and changeable international environment and the impact of new media on traditional media, how to transform our country’s external broadcasting to modern international media through strategic adjustment so as to enhance its own communication strength and influence has become an important strategic goal for the future development of external broadcasting. Based on the experience of the international well-known external broadcasting media and the reality of our country, the author gives a rough analysis of the future development strategy of China’s external broadcasting for discussion.