Broad telex Mei influence and national cultural soft strength

Broad telex Mei

" cultural soft strength" is a new term that appears in 17 big reports. In 17 big reports, have made the scientific exposition of " culture more and more becomes the important source of national cohesion and creativity more and more become the important factor of the competition of overall national strength " , have put forward the goal of " arouse the clan cultural creation vigour of whole people, raise national cultural soft strength " to ask , this is the Communist Party of China for culture when party and country new summary and the new knowledge of important role and the strategic position in working overall situation.

Cultural soft strength is the important composition part of overall national strength and international competitiveness. Our country will win in intense international competition to take the initiative , must when strong economic strength, the strength of science and technology and the reinforced strength of national defence at the same time, make national cultural soft strength have a big raising. Broad telex Mei raise funds to report , cultural and ideology function and attribute in one body, it is the one of key content of national cultural soft strength that it is taking guiding force and attraction as the influence of major intension. Through strengthening the influence of self , promote national cultural soft strength, is Chinese broad telex Mei weighty responsibility and history mission.

One and strengthening

( Yi) China national

The splendid achievement that our country gets since reforming and opening up in every field, the development of same national culture dense cannot divide. In last 30 years, the cultural development of our country has gotten the achievement that attracts worldwide attention: The theoretical sturdy propulsion of ideological and moral education, the increasing prosperity of literature and art and public cultural input increase constantly, public cultural service system been establishing , cultural and related industrial vigorous development is taking public ownership as main part , various have the cultural industrial general layout of making common development to form preliminarily, cultural system reform is actively reliable to push forward , cultural influence strengthens step by step. All these have changed the general layout of the cultural development of our country maximumly , have enriched the cultural life of the people of hundreds of millions, have composed socialism with Chinese characteristics to agitate the culture of popular feeling movement.

From the progress of cultural undertakings, go to cultural industry extend , from the change of cultural system, to the step of cultural great development and the innovation of cultural content, have left a group of gratifying figure: Books publication from 1978 14.5 thousand kinds, develop 233.9 thousand kinds of 2006; Newspaper from 1978 186 kinds, increase to 1935 kinds of 2006. Internet swift development has had the netizen of 162 million nation wide, hold the second position of world; The user 487 million of mobile phone, it is first to hold world; It is biggest that Chinese broadcasting and television is to grow up the scale on world quickly , the electronic medium that covers population at most. [ 1 ] a vivid, cultural China that is filled with vitality makes world focus attention.

The 17 big reports of party are definite to have made the major decision-making of " promote socialist cultural great development big prosperity ", have put forward a series of major tasks such as " build socialist key value system, strengthen cohesiveness and the attraction of socialist ideology ", " build harmonious culture, foster civilized prevailing custom ", " promote Chinese culture, build Chinese nation possess spiritual home " and " drive forward cultural innovation, strengthen cultural development vigour " and goal. Chinese culture is country culture soft strength, in our country, the proportion possessed in overall national strength is more and more big.

( 2) China broad

The fast development with the process of more than 20 years, the Chinese medium of broadcasting and television has grown up China for now when internal propagation in and broadcast for spreading the popular medium that has influence. According to relevant aspect, statistics ends for 2006, Chinese broadcasting and television population synthesize coverage rate nation wide to reach 95.04% and 96.23% respectively. It is 2498 that whole country possesses broadcasting and television to broadcast organization , annual broadcast 10.7805 million hours of public broadcasting programme totally, the 13.6045 million hours of public eye of TV festival, is the present scale on world the biggest, electronic medium that covers population at most. [ 2 ]

2006, the Party Central Committee and the State Council have promulgated " country" 115" the cultural development program outline of period", overall program and have arranged coming 5 years and even the Chinese broad telex of 15 years Mei development direction , 10 big goals, important tasks and 3 big major projects, as well as key policy and protection measure, have depicted the majestic view of development , have put forward energetically prosperous creation and production especially , develop movie and television to make field, advertising field, exhibition field and digital content and move the industrial demonstration bases such as free industry, put forth effort to mould cultural market main part again , raise state-owned cultural enterprise competitiveness , form the cultural industrial general layout with public ownership as main part that various all system develops together. Puting forward quickly drive forward technical innovation , drive forward the digitization of broadcasting and television completely , develop a series of important tasks such as burgeoning propagation carrier. Measure and a series of major decision-making of the Party Central Committee and the State Council about cultural undertakings and industry, give China broad telex Mei great development big prosperity has constructed good development environment and atmosphere.

2 and strengthening

Chinese broad telex Mei influence embodiment when internal propagation and broadcast for spreading two aspects, the former is taking strengthening cohesiveness as dominant, the latter is taking strengthening attraction as dominant. No matter strengthening external cohesiveness or internal attraction, must go and is good again this basic channel of rapid development, and the basic power that will soon again develop well lies in unceasing innovation.

( Yi) innovation internal

Internal propagation, Chinese broad telex Mei influence major expression is guiding through powerful public opinion , make socialist key value system become all people's common recognition , and then strengthen the cohesiveness of Chinese nation.

1 is in

China broad news theory

One is responsibility theory: To strengthen public opinion to guide , administer harmful message , oppose with distinct banner that low custom melts , raise the cultural grade and good moral of the public, promote social healthy harmonious development;

2 is theory of legal system: According

3 is morals theory: To comply with

4 is market theory: Market value and the social value of the programme of broadcasting and television are related closely, if the no social value of the programme of broadcasting and television and the market value of the programme of broadcasting and television will get influence;

5 is brand theory: To mould brand, package brand and maintenance, brand and sale brand raise brand popularity and beautiful reputation degree , contain golden degree, propagation effect and sale achievement;

6 is benefit theory: On the first principle

2, allow

Chinese broad telex Mei theme of internal propagation is the direction that insists socialist advanced culture to go forward throughout, measure unremittingly with Marxism Chinese newest accomplishment armed the whole Party and educational people, with the together ideal cohesiveness of socialism with Chinese characteristics, to the national spirit with patriotism of core and is taking reform innovation as the key inspiration fighting will of spirit of the times, strengthen the together ideological foundation of the concerted struggle of the whole Party of all the Chinese people with the socialist sight leadership prevailing custom of honor or disgrace.

Will create Chinese broad telex Mei internal propagation content, must examine quantity from 3 following angles: First, it is mouthpiece with the harmony that keeps close to sex , will strive for in ensuring mouthpiece to keep close to sex , is mass , embody mouthpiece and guidance in pursuing to keep close to sex, when party and government center working and people daily life melt to remit point go up make enough article; Secondly, it is the harmony of extensiveness and deepness , will put in effort on depth and the scope of propagation content, let masses of crowd prompt on the one hand understanding the most wide region want to know unknown message, on the other hand want for crowd thought and moral and even behavior carries out creep silent influence; 3th is the harmony of news and knowledge, will realize the basic skill of propagation news message can, will also realize propagation cultural knowledge extend function.

3 is in

Chinese broad telex Mei will aim at present crowd thought the more active, ideological condition with more complex situation, from exploration new situation internal propagation inner law starts with , create internal propagation method constantly, make it from experience type changes into scientific type: To meet the acceptance of crowd, it is shallow to happen to go deep into , step by step, since snobbery Dao , teach with skill and patience , lively rich, moist thing is silent, enter brain into ear , may kiss is credible; Want the alignment grass-roots of camera lens , stretch microphone to the language of crowd and multi-purpose crowd , contact the example of crowd side , the form that multi-purpose crowd loves , the multi-purpose method and crowd of dredging the method of democratic discussion and the method of participating; To utilize hi-tech means fully, extend space and the channel of the internal propagation of broadcasting and television constantly.

( 2) innovation broadcast

Broadcast for spreading , Chinese broad telex Mei influence expression is passing through the cooperation and intercourse that promotes Chinese cultural and world culture , strengthen the attraction of Chinese culture constantly, promotion harmonious world found.

1 is in

Chinese broad telex Mei will establish global localization [ 3 ] propagation theory, insist the world foresight and stand of China follow foreign crowd thought way with humanity mind and accept the way of accepting with foreign crowd and knowing pattern , expression has the propagation content of Chinese element , attracts foreign audience with Chinese element, extend foreign market.

As Chinese economic, political, cultural, social development makes progress , Chinese culture is protruding in influence and the position on world to reveal. Long magnificent historical culture is traditional agitate and blend each other mutually with rich and colorful realistic social factor , make Chinese culture present the colorful gorgeous landscape of modern culture , and pay attention to for the more and more foreign crowds that include Chinese. Therefore, seek Chinese broad telex Mei the whole world that broadcasts for spreading localization development, must produce is more and more to have the national elaboration programme of broadcasting and television of distinct Chinese element, because " say from the angle of biography person, in principle between international propagation media, fight crowd is in order to demonstrate the competition with this national culture of means more livelily, is taking the culture that propagates this nation more extensively as the competition of purpose " [ 4 ].

2, allow

Chinese broad telex Mei for unofficial biography broadcast theme is active, prompt, overall, objective, accurate , reflect the pulsation Chinese transform of those economic lives restrained to move China, political lives, cultural lives, the various policies in social life, systems and laws and the transform of notion and thought way livelily, making foreign crowd genuine know and hold the China that is developing, transforming and making progress.

In the aspect of specific content, will blend in above-mentioned Chinese element naturally ingeniously , put forth effort to create the programme of broadcasting and television that has Chinese style and Chinese manner , and blend in various foreign element with initiative voluntarily , create with great efforts the programme of broadcasting and television that accords with foreign crowd psychological and appreciation habit , promote popular culture and elite culture , traditional culture and modern culture , national cultural and foreign culture, the great development that promotes Chinese culture flourishes , is the development of world culture and flourishes to make own contribution.

3 is in

Chinese broad telex Mei in when broadcast for spreading want " careful study contains and do not show , draw and do not happen , exquisite flexible package, hard kernel, soft landing, hard effect and exquisite moist thing are carefully silent , creep is silent. Musting avoid ear mention surface life , wear boots Dai Mao, it is hard to must avoid , is straight, thorough , dew, it is beautiful to must avoid to exaggerate and overflow , pile up adjective, boast and empty talk , polite formula " [ 5 ], to be good at to reside conclusion in report , let foreign crowd reach and pass the conclusion with identical person from the inner logic of thing.

When programme form and artistic expression are nominal to want with international broad telex Mei conform , creating to issue have the national programme of broadcasting and television of internationalization mind, when in the world programme production of broadcasting and television general layout occupation position. For example, same for the two large scale television series documentary films of 12 fairs " large country prominent emergence " and " the Imperial Palace " is rated as example in the aspect of creating the national programme brand of broadcasting and television that has distinct Chinese element: " large country prominent emergence " combine human modernization and the historical review of 500 years tightly , let camera lens touch history , let history realize the future; "the Imperial Palace" with strict academic visual angle, the actuality of be historical and the objectivity of statement pass through advanced television artistic means to go on for this imperial palace of the Imperial Palace it is historical and aesthetic annotation. This two documentary films have reached international first class level in the aspect of programme form and artistic expression means, when Ying get international reputation at the same time, have also gotten good market repayment.

In 2005, China Central Television belongs to Chinese international television head office, sign a contract with American national geography channel in Beijing, push " the Imperial Palace " to international market, "the Imperial Palace" shrewd volume edition already in 2005 base when American national geography channel broadcasts , and to all parts of the world publication. Scholar review says: " this incident is the eye of our country of TV festival broadcasts for spreading a milestone on history, have set up a good model for the development of overseas television cultural propagation career. " [ 6 ] the great rejuvenation of knot language Chinese nation necessity accompanies the prosperity of Chinese culture is prosperous; The prosperity of Chinese culture prosperous cannot depart from Chinese broad telex Mei strong support. Is faced with new situation and new task, Chinese broad telex Mei will meet new challenge, grasp new opportunity , develop the main role of people in cultural construction fully , arouse the initiative of the worker of broadcasting and television , create internal propagation constantly and broadcast for spreading theory, content and form, strengthen the Chinese cultural attraction and cohesiveness of Chinese nation constantly , make deserved contribution to promote national cultural soft strength further.

Explanatory

[ 1 ] relevant data sees "People's Daily" commentator article:

[ 2 ] relevant data sees the development of the State Administration of Radio, Film and Television to study that center writes: " in 2007, China broadcasts film television development report", the new China edition of publishing house of 2007 years, 39th page.

[ 3 ]" global localization"( glocalization) is to emphasize that pawn service or the product of globalization with local culture a word that may get successful and new arising more. This word world globalization and local combination when is a, earliest appearance in 20 century in the late period of 80 decade in" Harvard commercial comment" the article that Japanese economist publishes. The feedback role of having reflected that homeland condition is for globalization of this word has revealed the universal tendency of the combination of privilege.

[ 4 ] take the charge of golden state chief editor: Besides " television Xuan tactful and case analysis ", the Chinese edition of broadcasting and television of publishing house of 2003 years, 81th page.

[ 5 ] Zhang Zhen Hua: " beging is and ask for scattered

[ 6 ] part Peng: " national image builds Gou

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