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| 新冠疫情期间国家形象对内传播策略研究 摘 要 国家形象是一个国家立足于世界的重要支撑点，是影响受众如何看待一个国家的重要因素之一。因此，重视国家形象的自塑，在对内传播中保持良好国家形象，是维护国家稳定和人民核心利益的重要举措。现如今，世界局势千变万化，对于中国来说，更应该时刻处于面临危机的准备之中。2019年底，新冠肺炎疫情突然在武汉大面积爆发，进而发展到全球肆虐，直到现在仍然影响巨大。这场危机的全球蔓延，对中国的国家形象造成了不小的影响，同时也带来了机遇。本文通过新冠疫情期间中国在国家形象对内传播方面的特点，以及应对策略的得失，提出面对突发危机，中国国家形象对内传播的策略。通过内容分析法、访谈法等研究方法，从受众心理角度，调查疫情期间国家形象的发展变化，对内传播的策略表现。最后，结合传播学5W理论，从传播者、媒介和受众心理等多个维度，探索增强国家形象对内传播效率的方法。政府作为信息的第一发出者，应该做好风险预测与舆论监测，坚持信息公开透明，树立政府公信力，从而维护国家整体形象。作为政府和受众之间沟通的桥梁，无论是主流媒体还是自媒体，都应该时刻坚守底线，运用多种传播手段，开发多个传播渠道，灵活运用短视频、直播和动漫动画等多维形式，讲好中国故事，做好“意见领袖”。突发危机中，受众作为被动接收信息的一方，有很多不确定性，所以应抓住突发危机中受众的心理变化，构建国家形象的强有力媒介感知，让受众有更强的认同感，从而增强民众的凝聚力，才能转危为机，获得国家持续发展的群众力量。 关键词：国家形象建构；危机公关；新媒体传播；受众心理 A study on the internal image communication strategy of COVID-19 during the period Abstract National image is an important support of a country based on the world,and it is one of the important factors that influence how the audience views a country. Therefore, attaching importance to the self shaping of national image andmaintaining a good national image in internal communication is an importantmeasure to maintain national stability and the core interests of the people. Nowadays, the world situation is ever-changing.The global spread of the crisis has not only affectedChina's national image, but also brought opportunities. This article, through the characteristics of China's internal image transmission in China during the period of COVID-19, and the gains and losses of its coping strategies,proposes the strategy of China's national image's internal communication in the face of a sudden crisis. Through content analysis, interviews and other research methods,from the perspective of audience psychology,the development and change of national image during the epidemic period and the performance of internal communication strategy were investigated. Finally, combined with the 5W theory of communication,this paper explores ways to enhance the internal communication efficiency of national image from the perspectives of communicator, media and audience psychology. As the first sender of information,the government should do a good jobin risk prediction and public opinion monitoring, adhere to the openness and transparency of information, establish the credibility of the government, so as to maintain the overall image of the country. As a bridge between the government and the audience,both the mainstream media and we media should alwaysstick to the bottom line,use a variety of communication means, develop multiple communication channels, flexibly use short video, live broadcast, animation and other multi-dimensional forms, tell a good Chinese story, and be a good "opinion leader". In the sudden crisis, the audience as a passive receiver of information,there are many uncertainties,so we should seize the psychological changes of the audience in the sudden crisis, build a strong media perception of the national image, let the audience have a stronger sense of identity, so as to enhance the cohesion of the people, in order to turn the crisis into an opportunity, and obtain the mass power of the sustainable development of the country. Key Words: national image construction;crisis public relations; new media communication; Audience psychology |
