The Game between Power and Meaning:A Strategic Model of International Communication
In the increasingly frequent international exchanges,international competition continues to deepen at present,international communication has become an important pole for countries to gain competitive advantages.Different from the traditional sense of mass media as the main field,international communication in a broad sense includes all the information exchange behaviors caused by interaction between subjects and objects,which profoundly affects the international power status and civilized influence of the former.Therefore,the formulation of international communication strategy is of great significance and must reflect the overall,systematic and long-term nature of international competition,be closely combined with the subject and object reality.Based on this,starting from realism and constructivism respectively,this study determined national comprehensive strength and generalized culture approximation degree as the horizontal and vertical coordinates of the international communication strategy model(audience matrix),so as to separate four quadrants corresponding to an international communication strategy,namely the"homology and responsibility strategy"under the strong comprehensive strength and generalized culture similarity."Benchmarking and persuasion strategy"under strong comprehensive strength and different broad culture;"empathy and following strategy"under weak comprehensive strength and similar broad culture;"Mutual benefit and demonstration strategy"under weak comprehensive strength and different broad culture.The first is the"homology and responsibility strategy"with strong comprehensive strength and similar culture in a broad sense,emphasizing and highlighting the"self-identity"of the international communication subject and object in the same language and type,and rendering the responsible national image of the strong leader or core in the same cultural circle.Because the strong comprehensive strength represents the charisma of leadership and interests,the high degree of generalized cultural similarity represents the attraction of homology and cooperation.The second is the"benchmarking and persuasion strategy"under the strong comprehensive strength and broad cultural differences,that is,international communication subjects with different cultures and strong comprehensive strength should strive to cross the cultural gap,demonstrate and persuade international communication objects to clearly understand and accept this fact and carry out constructive exchanges and substantive cooperation.Because even if the subject of international communication has strong comprehensive strength,it should be careful to deal with the large gap between the broad culture of the two sides,otherwise it is easy to put itself in the situation of"dangerous strangers",resulting in negative effects of international communication.The third is the"empathy and following strategy"under the condition of weak comprehensive strength and similar broad culture.In other words,under the comparison condition of"same culture and weak strength",the subject emphasizes the similarity of broad culture of both sides through international communication and clearly expresses the strategic intention of"following"to trigger the empathy effect of the object,so as to maximize the protection of national security and other important interests.Finally,the"mutual benefit and performance strategy"under the circumstances of weak comprehensive strength and different broad cultures,that is,taking universal interests as the starting point for exchange and cooperation and taking different cultural resonance as the exhibition,the weak party makes the strong party recognize its national image and accept the sincerity of cooperation through international communication.Under the dual pressure of weak national comprehensive strength and low cultural approximation in a broad sense,common interests have become a realistic choice,sometimes even the only possibility,for international communication subjects and objects to communicate and cooperate.In addition,the international communication from the weak to the strong with different culture belongs to reverse communication,so it is crucial for the weak to build a modest,kind,open and friendly national image to achieve acceptable communication effects.
international communicationinternational competitionstrategic modelcomprehensive national strengthgeneralized culturalinternational power statuscivilization influence
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