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中国媒体是展示国家形象的重要渠道,它们自身的形象也往往代表着国家的形象。因此,塑造主流媒体“真实可信”的国际形象,成为在全球化的世界中确立中国积极形象的一个关键部分。全球公众在对中国形象,包括中国传媒形象进行认知时,早已接受了占国际主流的西方大众传媒对中国的描绘。长期以来,虽然中国的电视台在国内公众中享有较高的威望,但在国际上,却被贴上了“党国媒体”的标签,影响公信力的发挥。锻造内功的改革和发放外力的传播要同时并举,持之以恒,才能最终改善中国的国际形象。中国的国家电视应该转向公共服务体制,在全球市场中,吸取西方传播思想和制度设计的精华,建设具有民族传统和中华特色的当代文化,才能真正“走出去”。
The Chinese media are important channels for displaying the national image, and their own image often represents the image of the country. Therefore, shaping the international image of “mainstream media” and “genuine credibility” has become a key part of establishing a positive image of China in a globalized world. When the global public perceives the image of China, including the image of China’s media, it has long been accepted by the Western mass media, which accounts for the international mainstream, to portray China. For a long time, although China’s television stations enjoy high prestige among the domestic public, they have been labeled as “the media of the party-state” in the world and their credibility has been affected. The reform of forging internal strength and the dissemination of external forces of distribution should be carried out simultaneously and persistently to finally improve China’s international image. China’s national television should turn to the public service system. In the global market, it can really “go global” by drawing on the essence of the Western communication ideology and system design and building contemporary culture with national traditions and Chinese characteristics.