公共外交中的媒体困境--以德国媒体对华报道为例∗

摘要

随着公共外交上升为国家战略，媒体作为公共外交的关注重点，其研究价值也不断提升。文章借助新闻学和传播学的理论范式，对公共外交中西方媒体对我国误读甚重这一“媒体困境”进行系统分析。以德国媒介制度为例，考察了五组媒体运作中受政治干扰的变量，并从大众传播理论的视角，对公共外交这一传播过程中的五个节点进行研究、提供建议，以减少或消除西方媒体对华报道中的有意误读，打破公共外交中的“媒体困境”。通过公共外交的有效进行，有利于促进他国公众对我国的深入了解，有利于提高我国的国际形象，战略意义举足轻重。%With the development of public diplomacy to a national strategy of China,the media has become an increasingly important subject since it is always the focus of public diplomacy.By using paradigms and theories of journalism and communication,this article makes a detailed analysis of“media dilemma,”which refers to very serious intended misunderstandings of China by Western media.In this research,the German media system is taken as an example.Five pairs of factors affected by politics in media operation are studied,five important nodes in the communication process of public diplomacy are explored,and some suggestions are offered from the perspective of mass communication theory in order to reduce or eliminate intended misunderstandings of China by Western media and solve the “media dilemma.”Through effective implementation of public diplomacy,the public from different countries can understand China better and China’s international image will be enhanced,which is of great strategic significance.