向世界講好中國故事，不是單純的“你說我聽”的國際傳播輸出，也不是通過刻意的在世界和中國之間劃出渴望突破的傳播界限，傳播的內(nèi)容也絕不僅僅是傳統(tǒng)的封閉式的生產(chǎn)方式。

以上三重挑戰(zhàn)分別來自全球傳播觀念、傳播科技和內(nèi)容生產(chǎn)機制，是對新時代創(chuàng)新能力的重大考驗——也是新時代CGTN發(fā)展的重大機遇與使命。

融媒時代的全球傳播是融通傳授雙方的全媒體傳播。

打破傳者與受眾的邊界，建立中國全球傳播的統(tǒng)一戰(zhàn)線，讓盡可能多的利益相關(guān)者主動成為中國故事的講述者，讓講述成為主動和習(xí)慣。中國的故事絕不僅僅應(yīng)該由中國人來講，來自全球的華人、來自全球的專家學(xué)者，甚至來自全球的青年人都應(yīng)該而且完全能夠成為這一講述的主角。新時代的中國國際傳播者應(yīng)該有能力和魄力成為這一全球組織的議程設(shè)置者。讓常態(tài)化傳播和重大議程結(jié)合，將傳統(tǒng)的大眾傳播擴大到自傳播、組織傳播和各類公共傳播議程，比如在網(wǎng)絡(luò)自媒體領(lǐng)域設(shè)立中國茶室(China Tea House)成為賓朋匯聚暖心交流的俱樂部，在大學(xué)和學(xué)者中設(shè)立China Fellowship,每月／每季度／每年有workshop，冬夏令營（融媒體主題調(diào)研創(chuàng)作），定期訪談，每年度有論壇和年度熱點作品評析；設(shè)立鄉(xiāng)村中國全球傳播論壇，每年開辟中國與國際的10個鄉(xiāng)村，變成有故事的旅行熱點，設(shè)立互聯(lián)網(wǎng)、音樂和藝術(shù)、文化影視、體育娛樂、生態(tài)環(huán)保、少數(shù)民族風(fēng)情、佛教和伊斯蘭教的討論開設(shè)研學(xué)論壇。在海外華人中建立第二代和三代華人的研學(xué)學(xué)院; 在一帶一路國家開辟絲路使者故事，以上內(nèi)容由承辦方設(shè)立專欄負責(zé)人，提供豐富媒介呈現(xiàn)，CGTN的責(zé)任是做好這一全球傳播內(nèi)容源的管理者和組織者，做好議程設(shè)置的主廚，端上大餐。當然每個主廚都有自己的特色和獨門絕技，不能是大雜燴，CGTN在建立全球傳播最廣泛的統(tǒng)一戰(zhàn)線內(nèi)容源的基礎(chǔ)上，可以重點打造國際政治、重點區(qū)域傳播和某個特別領(lǐng)域的品牌內(nèi)容產(chǎn)品（比如BBC會定期發(fā)布全球國家形象報告，CGTN是否可以率先建立一個一帶一路國家沿線的品牌指數(shù)報告，與國際智谷共同建立具有公信力的智庫分析）。

融媒時代的全球傳播是傳輸技術(shù)突破的無屆傳播Beyong the boundry。

融媒體時代的全球傳播已經(jīng)從1.0的互聯(lián)網(wǎng)門戶傳播，到2.0的手機移動媒體時代，到超越3.0的智媒時代面向5G將會形成物物互聯(lián)的全球傳播終端，除了人手一個的智能手機、家庭電視和各類家用媒體、車載智媒、戶外大屏等，CGTN應(yīng)該有魄力站在全球智能互聯(lián)的網(wǎng)絡(luò)下思考如何進行內(nèi)容的專業(yè)引領(lǐng)，CGTN應(yīng)該成為全球代表東方智慧的最專業(yè)的數(shù)字內(nèi)容專業(yè)供應(yīng)商，通過面向全球多元的技術(shù)平臺實現(xiàn)一次生產(chǎn)，多元網(wǎng)絡(luò)分發(fā)。比如亞馬遜通過電視機實現(xiàn)網(wǎng)絡(luò)內(nèi)容的自動點播、下載和銷售，中國能否通過日益占據(jù)全球主導(dǎo)地位的華為、小米智能手機、白色家電作為終端網(wǎng)絡(luò)，實現(xiàn)互聯(lián)網(wǎng)智能電視與內(nèi)容頻道的互聯(lián)；又如通過全球華人和餐飲的媒介終端、通過越來越國際流動和消費的中國文化和旅游群體，實現(xiàn)國際主流活躍消費群里的有效傳播。

融媒時代的全球傳播是突破創(chuàng)新跨界的內(nèi)容產(chǎn)業(yè)多樣性。

內(nèi)容多樣性和傳播影響力是相輔相成的，中國的國際傳播內(nèi)容產(chǎn)品生產(chǎn)機制長期以來非常單一，在國外的認知角度中“均是由傳統(tǒng)的官媒生產(chǎn)機制所壟斷，冠以鮮明的紅色胎記”，在融媒時代往往是形態(tài)單一、難以形成組合優(yōu)勢，產(chǎn)生集合傳播效果。內(nèi)容產(chǎn)品的生產(chǎn)機制開放，除了要開放多元的專業(yè)內(nèi)容生產(chǎn)源，與國際聯(lián)合的生產(chǎn)，與權(quán)威數(shù)據(jù)方、調(diào)查方的聯(lián)合創(chuàng)新，開放交互技術(shù)、虛擬技術(shù)、AI和社交媒體平臺的聯(lián)合生產(chǎn)機制都是有益的探索，另外高度重視中國網(wǎng)絡(luò)文藝與新聞評論生產(chǎn)機制的結(jié)合也是重要突破，中國的網(wǎng)絡(luò)文藝在過去20年中形成了最重要的國際傳播奇跡，被譽為與好萊塢電影、日本動漫、韓國電視劇并列的四大文化國際傳播現(xiàn)象，眾多網(wǎng)站如騰訊旗下的閱文集團已經(jīng)率先在美國建立起點國際網(wǎng)，其在全球受眾中的點擊和傳播力度值得高度關(guān)注。新時代的全球傳播內(nèi)容生產(chǎn)只有用創(chuàng)新突破的視野和膽略才能真正形成影響世界的引領(lǐng)力量。

（*作者系中國傳媒大學(xué)國際傳播教授 博導(dǎo)）

Opinion: Great challenges and opportunities faced by CGTN in the age of media convergence

When we tell the world China's stories it is important to keep it in mind that global audiences should not only be the listeners, and that we need to better utilize the technology we have in this day and age and be more open and creative in how we tell those stories.

These are the three main issues we should be aware of when communicating with the world. They are the major challenges faced by CGTN but can also be opportunities.

A night view of the CCTV headquarters, March 24, 2018. /VCG Photo

Global communication in the age of media convergence happens across all media platforms and it blurs the boundary between the information senders and receivers. We need to break the boundaries between the senders and receivers and encourage as many stakeholders as possible to tell Chinese stories.

China's stories should not be disseminated and told only by Chinese citizens. Overseas Chinese, experts, scholars and young people from other parts of the world should also join the efforts and they are fully capable of doing so. People who participate in this process should have the ability and confidence to be agenda setters.

While individuals and various organizations should be encouraged to play a role in the communication between China and the world, CGTN's responsibility lies in being the "Main Chef" and guiding the creation of various content.

Furthermore, on the basis of a vast amount of content that CGTN is able to gather from various places, it should at the same time focus on certain specific areas such as international politics and some regions and build its own brands (for example, the BBC regularly publishes Global Poll, in a similar way, CGTN can also take the lead in establishing a signature index report about countries along the Belt and Road).

January 21, 2017: Hundreds of Chinese red lanterns in Chinatown ahead of Chinese Lunar New Year in Surakarta, Indonesia. /VCG Photo

Transmission technology has witnessed a major breakthrough in today's global communication landscape. From Internet 1.0 to mobile phone 2.0, to the smart media 3.0, today, the 5G era is approaching in which everything can be connected by the Internet.

In this context, with mobile phones, TVs and all kinds of media for various usages, CGTN should become the most professional provider of digital content for the world which reflects the wisdom from the East. It should think about how to direct the creation of content and how to most effectively use the created content across different media platforms through technology.

For example, through its TV sets, Amazon enables people to download and buy its online content, can we do something similar as Huawei and Xiaomi become increasingly popular in overseas markets?

Global communication in the age of media convergence requires us to diversify our content and its production mechanism. Diversified content is more likely to gain popularity. For a long time, the content we create for global audiences has been produced in a way that does not generate much interest.

Chinese dancers perform in Los Angeles, California, August 11, 2018. /VCG Photo

In the age of media convergence, we need to be more open, utilizing sources from various places and cooperating with other countries. We also need to incorporate virtual, interactive technology and AI with social media platforms.

Moreover, China's online literature and art have become one of the biggest successes in the area of international communication in the past 20 years and is seen as one of the four major cultural international communication phenomena which include Hollywood movies, Japanese animation, and Korean TV dramas.

Many websites such as Tencent's Yuewen group have taken the lead in establishing a starting point for the international network in the United States, and the influence it managed to achieve outside China cannot be overestimated. Only by being creative can we better communicate with the world.

（編輯：曹琬晨）