全球传播之窗 ：中国中央电视台中文国际频道和华人华侨关系研究 = Window to the world : the Chinese International Channel of China Central Television and it relations with Chinese diaspora

Abstract

中国中央电视台中文国际频道(CCTV-4)自1992年开播以来便承担着服务全球华人的重要职责，并且也是海外华人了解中国、增强情感的关键纽带和窗口。世界各地的华人虽然在某些方面还保持着华人的特性，但还是受到当地文化因素的影响而产生变化。本文主要研究CCTV-4在华人华侨群体传播过程中对其身份认同、形象构建、华语传播方面做出的努力。CCTV-4对外传播过程中一直不断探索调整、满足全球华人收视需求，但还有不足之处。鉴于中国电视对外传播中的责任和使命，以及目前新媒体时代华语电视的竞争环境和现状，CCTV-4要想成为“全球第一华语电视频道”必须塑造出辨识度高、受众接受度高、社会大众认可的媒体形象。CCTV-4对外传播的内容考虑“内”与“外”的差别，部分节目可以吸引中国人的关注，但并不代表外国受众依然青睐，本论文利用资料收集、对比研究、案例研究等方法，以 CCTV-4节目内容、具体节目类型、节目文本为落脚点，遴选出具有代表性的栏目，对其节目内容进行全方位多角度的观察，尝试指出CCTV-4对内、对外传播的异同及CCTV-4和海外华人的关系，分析目前CCTV-4对外传播中的困扰及举措。 Since its inception in 1992, the Chinese International Channel of China Central Television (CCTV-4, hereafter) has undertaken the significant task of serving Chinese worldwide as a key bonding tie and window for Chinese diaspora to gain knowledge of China and maintain emotional attachment to China. This thesis examines CCTV’s efforts of shaping the identity of Overseas Chinese and promoting Chinese-language communications among the Chinese diaspora. This study reveals that CCTV-4 has consistently endeavoured to explore and fulfil the needs of overseas Chinese, but with shortcomings. In view of its responsibilities and missions in foreign communications as a Chinese television media and considering the current competition it faces in the era of new media, CCTV-4 has to position itself better with high identification, high acceptance, and high recognition in the hope of being the “World’s No.1 Chinese Television Channel”. The foreign publicity of CCTV-4 needs to take notes of the differences of “domestic” and “foreign” communications as some of the contents might work for Chinese viewers but fail to attract foreigners. This thesis adopts methods such as date collection, comparative analysis, and case studies, and focuses on the program contents, types, and transcripts of CCTV-4. It selects representative programs for a comprehensive, multi-angle observation. Tentatively, this thesis points out the similarities, differences in CCTV-4’s domestic and foreign correspondence, the relations between CCTV-4 and Chinese diaspora, and the current weaknesses and measures in CCTV-4’s international communications.