暨南学报(哲学社会科学版)

作者：胡正荣, 李沐芸

单位：中国社会科学院新闻与传播研究所、中国社会科学院大学新闻传播学院;李沐芸,中国社会科学院大学新闻传播学院。

关键词：国际传播,内容供给,当代性,供给侧改革

基金：国家社会科学基金重大招标项目“加快国际传播能力建设的战略、流程、效果研究”(22ZDA088)。

当前国际传播领域中,中国的内容供给呈现出较强的传统文化偏向,对当代政治、经济与社会现实的呈现则明显不足。这种供给失衡在一定程度上削弱了中国国家形象的多维性与复杂性,也难以满足国际受众对中国真实面貌的关注需求。本文基于供给侧改革的理论框架,结合马克思的生产有机统一体理论,构建了国际传播内容供给的四环节分析框架,包括生产、分配、流通与消费。通过基于文本挖掘的量化分析与案例研究,揭示当前国际传播内容供给的当代性不足及其表现形式,进而提出从全链条优化的实践路径。研究发现,多元主体协作、未来价值导向、区域化分配策略与“平和传播”理念是优化当代内容供给的关键。文章强调,从生产到消费的全链条改革,不仅能提升传播内容的针对性和情感共鸣,也有助于塑造更加真实、多元的国家形象,增强中国在国际舞台的文化认同、提升国际舆论话语权。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["国家社会科学基金重大招标项目“加快国际传播能力建设的战略、流程、效果研究”(22ZDA088)。"],"article":{"keywordList_cn":["国际传播","内容供给","当代性","供给侧改革"],"juan":"47","zhaiyao_cn":"当前国际传播领域中,中国的内容供给呈现出较强的传统文化偏向,对当代政治、经济与社会现实的呈现则明显不足。这种供给失衡在一定程度上削弱了中国国家形象的多维性与复杂性,也难以满足国际受众对中国真实面貌的关注需求。本文基于供给侧改革的理论框架,结合马克思的生产有机统一体理论,构建了国际传播内容供给的四环节分析框架,包括生产、分配、流通与消费。通过基于文本挖掘的量化分析与案例研究,揭示当前国际传播内容供给的当代性不足及其表现形式,进而提出从全链条优化的实践路径。研究发现,多元主体协作、未来价值导向、区域化分配策略与“平和传播”理念是优化当代内容供给的关键。文章强调,从生产到消费的全链条改革,不仅能提升传播内容的针对性和情感共鸣,也有助于塑造更加真实、多元的国家形象,增强中国在国际舞台的文化认同、提升国际舆论话语权。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=7155","reference":"","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=7155","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/10.11778/j.jnxb.20242627","qi":"1","id":7155,"nian":2025,"bianHao":"1742196815412-1665975990","zuoZheEn_L":"HU Zhengrong, LI Muyun","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2025","shouCiFaBuRiQi":"2025-03-17","qiShiYe":"60","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2025/V47/I1","lanMu_cn":"新闻与传播·国际传播","pdfSize":"1779","zuoZhe_CN":"胡正荣, 李沐芸","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=7155","title_cn":"重构传播力:国际传播的当代性实践突围","doi":"10.11778/j.jnxb.20242627","jieShuYe":"76","keywordList_en":["international communication","content supply","contemporaneity","supply-side reform"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=7155","zhaiyao_en":"In the current field of international communication, China's content supply predominantly focuses on themes of traditional culture, while the representation of contemporary political, economic, and social realities remains notably insufficient. This imbalance in content supply has undermined the multidimensional and complex nature of China's national image. It has failed to meet the international audience's demand for a comprehensive understanding of China's true status and effectively respond to global attention on contemporary issues related to China. Against this backdrop, this paper adopts the perspective of supply-side reform to conduct an in-depth analysis of the limitations of China's international communication content. It further explores how optimizing content supply can enhance the effectiveness of international communication, aiming to construct an authentic, diverse, and credible national image.Grounded in Marx's theory of the organic unity of production and integrating the core principles of supply-side reform, this paper constructs an analytical framework for international communication content supply, encompassing production, distribution, circulation, and consumption. It employs the latent Dirichlet allocation (LDA) topic modeling method to quantitatively analyze the content of accounts on China's influential international communication social media platforms, aiming to uncover the current state and challenges of content supply. Additionally, case-based empirical validation is conducted to confirm further the contemporary deficiencies within the existing international communication content supply system and propose targeted optimization strategies.The findings reveal that China's international communication content relies excessively on traditional cultural narratives and significantly lacks adequate reflection on contemporary realities. This deficiency is compounded by a lack of depth and emotional engagement, making it challenging to establish empathy with international audiences. Furthermore, limitations exist in the distribution and circulation of content, with strategies often failing to address the specific needs of different regions and audiences. This paper argues that full-chain optimization from production to consumption is critical to resolving these issues. In the production phase, it recommends collaborative participation from diverse stakeholders to ensure the diversity and depth of content, with a particular emphasis on incorporating future-oriented contemporary topics. In the distribution phase, region-specific strategies should be implemented to optimize resource allocation and precisely meet the needs of diverse audience groups. In the circulation phase, the concept of “peaceful communication” is advocated, emphasizing depersonalization and de-labeling to foster an open framework for dialogue and enhance communication efficiency. Finally, in the consumption phase, a series of content products and multi-layered dissemination pathways should guide international audiences progressively from material cultural experiences to the recognition of shared values, thereby achieving a systematic construction of the content ecosystem.The innovation of this paper lies in its integration of supply-side reform with international communication theories, proposing a full-chain content supply optimization pathway that fills a theoretical gap in research on content production and communication mechanisms. Practically, it offers significant policy implications for enhancing China's international communication effectiveness, providing actionable guidance for optimizing communication content in the framework of initiatives such as the Belt and Road Initiative. Additionally, this paper offers new perspectives on the issues of cultural recognition and value resonance in a globalized context, contributing not only to improving China's international communication capabilities but also providing a reference for other developing countries seeking to establish effective international communication strategies.","bibtexUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=BibTeX&id=7155","abstractUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/10.11778/j.jnxb.20242627","zuoZheCn_L":"胡正荣, 李沐芸","juanUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2025","lanMu_en":"","qiUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2025/V47/I1","zuoZhe_EN":"HU Zhengrong, LI Muyun","risUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=Ris&id=7155","title_en":"Reconstructing Communication Power: Breaking Through the Contemporary International Communication Practices","hasPdf":"true"},"authorNotes_cn":["胡正荣,中国社会科学院新闻与传播研究所、中国社会科学院大学新闻传播学院;李沐芸,中国社会科学院大学新闻传播学院。"]};if(window.metaData && (!window.metaData.authorNotesCommon_cn && !window.metaData.authorNotesCorresp_cn && window.metaData.authorNotes_cn)){window.metaData.authorNotesCommon_cn = window.metaData.authorNotes_cn;}if(window.metaData && (!window.metaData.authorNotesCommon_en && !window.metaData.authorNotesCorresp_en && window.metaData.authorNotes_en)){window.metaData.authorNotesCommon_en = window.metaData.authorNotes_en;}var _nlmdtdXml = $("#article_nlmdtdXml").val();var magDir = _nlmdtdXml.replace(/\/[^\/]+$/,'');window.metaData.magDir = magDir;new mag_vue({ el: '#metaVue', //dataUrl: mag_currentQikanUrl() + '/EN/article/getRichHtmlJson.do?articleId='+$("#articleId").val(), data:window.metaData, loading:true, doTextFun:function(text){ return doDataJsonText(text); 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来源：2025年第1期

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