新华社报道被西方主流媒体转载研究——以纽约时报网站近一年对新华社报道的转载为例.pdf

? 摘 要 本文研究了对外传播和国家利益之间的动力机制,指出对外传播可以通过 客观报道以加深外国人对中国的了解、塑造良好的国家形象、澄清误解和反击 指责等方式营造良好的舆论环境,从而昀 大限度争取国家利益。在与中国其它 对外传播机构的对比中,新华社以历史昀 悠久、权威性昀高、业务覆盖范围昀 广、境外用户昀多、合作层次昀高和海外 驻点昀多等优势,在中国对外传播体 系中占据不可替代的重要地位。以《纽约时报》为代表的西方主流媒体对新华 社报道的转载,一方面成为新华社对外传播的补充机制,另一方面也存在诸多 问题,通过对一年来纽约时报网站所有转载新华社报道的文章的定量分析可以 发现包括存在转载比较片面、倾向性比较明显、引用精确度不高、对新华社报 道有弱化处理倾向、突出新华社的政府色彩等等问题。另一方面,利用定量研 究的数据以及个案式的解读而进一步分析可以发现,纽约时报网站在转载时带 着明显的新闻框架,典型的有负面化框架、冲突性框架、官方化框架、质疑式 框架、灾难普遍化框架等,这些框架成为制约新华社通过转载而进行“二次传 播”有效性的昀主导因素。对此,新华社 在提高对外传播力建设上,既要好好 利用转载这种补充机制,也要采取针对性措施尽量减少这种补充机制的消极作 用。具体可以做到:发展直接面向海外受众的终端媒介;与西方媒体驻华记者 保持良好关系;改善自身的官方形象;在新闻报道中多提供事件背景、直接引 语和消息来源等有价值细节;对重大和敏感新闻及时、主动、充分报道;中英 文同步发稿等。 关键字:新华社;对外传播;转载;纽约时报 1? Abstract The thesis studies the function of overseas communication to national interests and concludes that overseas communication can strengthen foreigners’ understanding of China through objective reporting, help to shape a good national image, clarify misunderstanding and rebuke condemnations in order to create a favorable public opinion environment, thus making contributions to the national interest. Compared with other organizations that focus on overseas communication, the Xinhua News Agency has its own advantages because it has the longest history, the highest authority, the broadest business types, the largest number of overseas customers and branches and the highest cooperation level. Western media like the New York Times’ coverage on the Xinhua News Agency’s reporting has been a dramatic complementary channel of the agency’s overseas communication. However, through careful quantitative research on all the coverage of the New York Times on Xinhua news agency’s reporting in the previous year, the author finds that this complementary mechanism has some problems such as focusing on certain kinds of topics, having a strong tendency, poor accuracy, weakening the Xinhua News Agency’s importance while highlighting its government background. In addition, combining the data collected in the