International language promotion institutions are undergoing a series of role transforma-tions and language promotion strategy adjustments,reflecting their new role in the context of global-ization and their response to new technologies and market demands.Specifically,in terms of role defini-tion,these institutions are undergoing a transformation from the promoters of language standards to the providers of multidimensional language services,from traditional language educators to cultural in-terpreters,and from contenders for discoursive power to promoters for international cooperation.In terms of the language promotion strategy,these institutions have experienced a shift from extraterrito-rial to localized dissemination,adopted commercial rather than purely non-profit dissemination meth-ods,and made adjustment from single-channel to multi-channel language spread.The driving factors behind these changes include the surge in demand for cross-cultural communication caused by global-ization,the transformation of communication models driven by the rapid iteration of digital technology,and the improvement of institutional efficiency and autonomy brought about by commercial operations.In the future,these institutions will develop towards integrated media,digitiza-tion,precision,and corporate communication.
关键词
国际语言传播机构/角色定位/传播策略/数字化/精准传播
Key words
international language promotion institutions/role definition/communication strategy/digitization/accurate dissemination
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