1978 May 1

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China CCTV is the national television station of the People's Republic of China, which was piloted on May 1 0958 and officially aired on September 2. Formerly known as Beijing TV Station, 1 May 19781was renamed CCTV. Now it has formed a diversified business pattern of cooperative multimedia publicity, advertising management and industrial expansion, such as television, movies, animation production, network, newspapers, pictures and television.

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China's reform and opening up for more than 20 years has promoted the all-round development of various media in China. This also includes English radio and TV media in China. With China's accession to the WTO and the success of the Olympic bid and Expo bid, China will be further opened up and English broadcasting in China will be improved.

Television media will also face more development opportunities and challenges. This paper intends to analyze the development trend of English radio and television media in China, discuss the problems existing in its development, and think about the development strategy of English radio and television media in China from the theoretical level.

Second, the development trend of English radio and television media in China

Since the founding of New China, there have been two major trends in the development of English radio and television media in China:

(1) From "English broadcasting is the mainstay" to "English broadcasting media and TV media are equally important"

English broadcasting in New China was born in wartime. For a long time, China's English electronic media mainly used the English channel of Radio China International as the main media, which dominated China's external broadcasting and became an important window for China's external communication. At present, Radio China International can broadcast 2 1 1 hour broadcasts in 43 languages every day, covering more than 200 countries and regions around the world. 200 1, with 900,000 letters from listeners, representing about 45 million listeners. At present, Radio China International is not only one of the most influential overseas propaganda organizations in China, but also ranks among the four international radio stations in the world in terms of broadcasting language, broadcasting time, transmitting power and letters from listeners. 1

English station has always been the main station of international station. Founded in September1947 1 1, it now broadcasts 60 hours of news, special topics, music and other programs every day. Every year, more than10 million international listeners listen to English programs, accounting for a quarter of the total international audience. It is estimated that the English channel has become one of the most effective media to know about China in the world. 2

English TV media in China started late and developed from educational programs, such as the program "Learn from Me" broadcast by CCTV in the early 1980s. The real English TV program should be "English News" broadcast by CCTV in June 1987+ 10/,and the appearance of the special documentary program "Focus" broadcast in June 1 988 represents the formation of English program columns. Since then, the entertainment programs "Cultural Corridor" and "Hello, Beijing! It marks that CCTV English programs are becoming more and more complete and formal.

1On September 20th, 997, CCTV-4 was established on the basis of the above-mentioned English programs, mainly for overseas Chinese, overseas Chinese and foreign audiences interested in China affairs. It broadcasts 17 hours of English and Chinese programs every day, focusing on news, current affairs, economy, entertainment, sports, children's programs, movies and TV documentaries. On September 25th, 2000, CCTV-9 English Channel was officially launched by CCTV. It is broadcast 24 hours a day, divided into four periods of six hours each, to ensure that audiences in different time zones can watch the programs of international channels. At present, the programs of this channel have landed in the United States, Northern Europe, Britain, France and Southeast Asia. three

The opening of English Channel 9 of CCTV initiated the era of English TV media in China, and quickly became one of the main sources of information for international audiences, forming an overwhelming trend of radio and television in English electronic media, and the situation of paying equal attention to English radio and television in China appeared.

(2) The local English radio and television media develop simultaneously.

While the two major English electronic media at the central level are dominant in China, local English radio and television media in China have also begun to develop, and their development model is basically the same as that of the central English radio and television media: basically, English radio programs are established first, and then English TV programs or channels are established.

Take Shanghai as an example. In the mid-1980s, with Shanghai's further opening to the outside world, Shanghai People's Broadcasting Station took the lead in establishing the Shanghai Call from June 5438 to September 0986. From June 5438+0989 to June 5438+0997, there are 6 hours of English programs every day, and even as long as 13 hours around 1995. However, with the intensification of media competition, English broadcasting is gradually reduced to 10 minutes of English news every day, and since 2006, 5438+0 mainly broadcasts English news from international stations. four

The TV English news broadcast in Shanghai started earlier, and the English news program of Shanghai TV Station in June 1986 10+0. Later, Shanghai Satellite TV (SBN) channel also established the Foreign Languages Department and set up a permanent column. According to Dai Hua, director of the Foreign Languages Department of Shanghai Satellite TV, it is expected that an English channel will be established in Shanghai Satellite TV within 3-5 years. five

It is understood that at present, Guangzhou, Nanjing, Wuhan, Hangzhou and other places have also opened or are opening English radio or TV programs.

Third, China English radio and television media problems

Although China's English radio and television media has made great progress, this paper believes that China's English radio and television media still have the following problems:

1. Relative shortage of funds

Like other English media, China's English radio and television media generally do not operate in a market-oriented way. They generally have two sources of funds: one is state funding and the other is big media funding. At present, China Radio International English Channel is funded by the state, while CCTV English Channel 9 is basically funded by CCTV. The local English radio and television media are basically funded by Chinese media.

Because English media in China generally invest only a little in production, the relative shortage of funds has always been a problem that puzzles English media in China, and this is more prominent for English radio and television media (especially television), because radio and television are all technology-based media, and the update of technical equipment is based on financial factors. To some extent, capital is the key to the further development of English radio and television media in China.

2. Convergence of international audience positioning

This question may be applicable to all English media in China. China's English radio and television media is no exception, and its audience positioning tends to be similar, generally defined as domestic and foreign audiences (foreigners and overseas Chinese) and domestic audiences (mainly foreign language learning).

This orientation makes the audience of English radio and television media in China more abstract, general and lacking in individuality. For this reason, China's English radio and television media (mainly the central media) have not yet formed a very clear international audience.

In the long run, this will affect the communication pertinence and overall communication effect of English radio and television media in China. For example, at present, CCTV English Channel 9 broadcasts the same program to the United States, Europe and South Asia. The cultural background and hobbies of the audience in these areas will definitely be different, so it is theoretically impossible to achieve the same communication effect in these areas. six

3. The credibility is still low.

As mentioned above, the two major English radio and television media in China have developed to a certain scale and have more international audiences. However, according to a survey of foreign audiences in China, the recognition of foreign audiences in China is not high, only 16.7%, while most foreign audiences are opposed (19.7%) and cautious and vague (46.9%). seven

Of course, the issue of credibility is not just a matter of communication. It is also closely related to culture and ideology. Because China's political and social systems are different from those of most foreign countries (especially western countries), the audiences of these countries with different social systems and ideologies will naturally not fully trust China's English radio and television media, thus making it more difficult for China's English radio and television media to spread effectively.

Although the above three problems of China's English radio and television media are different in nature, they will all affect the communication effect of foreign media in China and the realization of the highest goal of English radio and television media in China: to create a good national image for China internationally and ultimately serve our national interests.

Fourth, the strategic thinking of English radio and television media in China

In view of the present situation and problems faced by English radio and television media in China, English radio and television media in China must be able to effectively penetrate, influence and influence international mainstream public opinion if they want to realize their mission, because only in this way can they provide a good space for international public opinion for the development of China.

However, to achieve this is not a one-off event, but a strategic issue that needs careful planning and consideration. Therefore, we should seriously discuss the strategic issues of English radio and television media in China.

1. Characteristics of China English Radio and Television Media Strategy

As mentioned above, the English broadcasting media in China was founded in the war years, so the overall thinking mode of our English broadcasting and television media is easy to stay in the thinking mode of the past war years, and there are fewer strategic issues from the perspective of communication effect. We always want to promote China, but the methods we use often don't meet the characteristics of international audiences. The characteristics and needs of international audiences are often determined by leaders in most cases, rather than through investigation and research. We always regard what we think the international audience should know as what the international audience really needs to know.

In addition, because the English radio and television media in China are funded by the government and media groups, the important issue of funds is rarely mentioned in the development strategy. We know that we want to enter international public opinion, but we don't discuss the necessary economic conditions for entering international public opinion.

Therefore, this paper holds that the future development strategy of English radio and television media in China should have three characteristics: (1) it must be self-centered, and the development model can conform to the political and economic environment of China; (2) Pay attention to practical results and promote the continuous innovation of news theory and practice of English radio and television media in China; (3) Enhance the self-image of English radio and television media in China and make it an integral part of China's external communication strategy.

In a word, the development strategy of English radio and television media in China should embody the spirit of seeking truth from facts and keeping pace with the times.

2. Strategic objectives of English radio and television media in China

At present, the scale of English radio and television media in China has reached a certain level: at present, the English programs of international radio stations are received in most parts of the world, and CCTV English Channel 9 has also landed in the United States, Northern Europe, Britain, France, South Asia and other places, so the development strategies of the two stations should focus on further enhancing their influence.

This paper holds that the overall strategic goal of China's radio and television media should be to become an English-language radio and television media with certain international influence, which can be divided into two stages: the first stage, the goal is to make the English Channel of International Taiwan and the English Channel 9 of CCTV become regional (including domestic) English media with certain influence, and mainly become regional authorities in the Asia-Pacific region to report on China and the world; The second stage is to build an international radio and television media with certain international influence in China.

This paper holds that this two-step strategic goal has a certain theoretical and practical basis. Theoretically speaking, this paper thinks that this is in line with the principle of "two-stage process" (also known as "secondary communication") theory in journalism and communication. The theory of "two-stage process" was put forward by American scholar ladas Feld and others in the 1940s. That is, the audience can be divided into two categories, one is called "opinion leader" and the other is called "follower". The former can influence the latter.

From the perspective of China's external communication, the "opinion leaders" here mainly refer to foreigners in the Asia-Pacific region or in China, including businessmen, technicians, students, tourists, journalists and embassy staff. These people are usually typical representatives of the middle class or above in their country. The "followers" here mainly refer to foreign citizens who have never left their own country or been to China and don't know much about China. They are basically a member of the middle class. Their knowledge of China is not only limited, but also biased towards China. However, they are the main body of public opinion in these countries and have great influence, so they can naturally become qualified "opinion leaders" on the China issue. These people's comments and descriptions of China after returning to China are more easily recognized and accepted by their "followers". This is the result of their cultural identity. This effect is beyond the reach of English radio and television media in China.

In addition, the current situation of English media in China (including financial resources, material resources, management mode and reporting methods, etc.). ) is still limited, don't attack in an all-round way. It is necessary to choose key points, concentrate on breakthroughs, and achieve the greatest communication effect on the basis of existing conditions. Objectively speaking, at present, the target audience of English media in China is mainly foreigners from China and Asia, and it is more in line with the management level of English media in China to strive to become a regional authority reporting on China. As the English media in China is not fully market-oriented, it relies on the support of the government and large media economically, and the overall management level is still low. It is obviously unrealistic to completely compete with western powerful media in the international arena.

At the same time, we have positioned foreigners from China and Asia as international audiences of English media in China, and actively created media authority with regional influence, which has embodied the principle of doing something and not doing something. After all, English-language media in China enjoy the geographical and cultural advantages of using the right time and place when reporting the China issue or issues related to China. If we can report the news events in China well, thoroughly and fully, it will certainly arouse foreigners' interest in China. Especially when reporting some major events, such as China's accession to the WTO, China's successful bid for the Olympic Games and the successful bid for the Expo. If we catch up with the western media in timeliness, authenticity, objectivity and impartiality according to the western reporting mode, our authority in this field can be established. Only when the news reports on China issue are authoritative can they gradually have more right to speak on other issues.

It is estimated that if English radio and television media in China can basically achieve the first strategic goal in the next decade, there will be 1-2 English media with regional popularity and influence, which will be a very satisfactory achievement.

The second strategic goal must be achieved on the basis of the first strategic goal. Judging from the current situation, this strategic goal is possible to achieve, and it is very likely to be achieved in the middle of this century.

The realization of this strategic goal is mainly determined by China's national development strength and great power status. By then, China has become a moderately developed country. Although the development level of China may not be as good as that of western countries at this time, considering that China is a big country with a population of 654.38+0.3 billion, and China's comprehensive strength is constantly increasing, China will surely become one of the centers in the Asia-Pacific region and even the world. The development of modern history shows that a powerful country will inevitably become a regional and even global information center, and create a powerful English and Chinese media. This is a favorable external condition to realize the strategic goal of the second phase of China's external communication. Having a good environment does not mean that we can create an influential international media. If we do not pay attention to the implementation of strategic objectives, then entering the mainstream international public opinion can still become empty talk.

V. Implementation of China English Radio and Television Media Strategy

1. implementation mode

According to the above-mentioned overall strategic objectives, this paper holds that the structural mode of English radio and television media in China should be diversified, and the following two modes can also be selected in the implementation process:

The first mode is the official media mode: this mode is mainly based on China Radio International, and its reporting policy, guiding ideology and the whole operation system can be decided by the competent government departments, representing the basic views and positions of the government, and it is the window of our government.

Because the media nature of this model represents our government, the media operation of this model does not need marketization, its operating funds basically rely on government funding, and its international audience is the audience all over the world. This is determined by the characteristics of the radio station, because the requirements for the audience are low, just buy a shortwave radio.

The second mode is the semi-official media mode: this mode focuses on CCTV English Channel 9 and aims to penetrate the mainstream international public opinion dominated by the West. This kind of media is government investment or big media at first, but it will develop in the direction of basically relying on market operation. Its main international audience is the audience of mainstream countries (including those living in China), taking into account the audience of non-western countries and overseas Chinese.

In principle, this kind of media should appear in folk or unofficial form as much as possible, and its semi-official status mainly refers to its autonomy to intervene in market operation. The competent government departments mainly implement macro-control and provide policy support through relevant laws and regulations. The macro-control of government departments mainly refers to the control of their overall media strategy and the annual audit of media operations, but generally does not interfere with the specific business operations of the media. In addition, this kind of media has a high degree of marketization and can be listed to attract foreign investment for further development. Of course, the government should reserve the right to intervene in the media in an emergency (war, etc.). ).

In order to truly form the above two modes, two necessary conditions must be met: (1) government departments should make up their minds to promote this reform, and separate the ownership and management rights of English media, and try their best to implement macro-supervision of English media through legal forms rather than administrative means; (2) Government departments should return the right to operate English media to media bosses and management, so that they can really carry out communication activities in accordance with the law of external communication and establish the concept of taking foreign audiences as the center, instead of focusing on me.

At present, these two conditions are not castles in the air, but possible, because (1) English media reform is proposed by our government to adapt to the new situation; (2) Because it is an active reform, the government can formulate and take effective defensive measures against the possible out-of-control situation. If chaos really occurs, the government can completely solve it through legal means and other coercive measures; (3) Because of the language barrier, the trial of this reform in English media can minimize the impact on domestic public opinion and accumulate experience for the internationalization reform of China media.

2. Focus of external communication strategy

In the process of implementation, we should also pay attention to some key aspects of China's English radio and television media strategy. They may include (but are not limited to) the following aspects:

(1) Pay attention to the image design of these English media and improve their credibility.

In order to achieve better communication effect, China English radio and television media must pay attention to their own image design, so as to effectively improve the credibility of China English media and achieve the expected communication effect. Therefore, the self-image design of English radio and television media should become an important part of China's international communication strategy.

According to the above two modes of implementation, China English broadcasting media (referring to the international station) is mainly to shape the official media representing the country, establish the national image and safeguard the national position. Of course, local English broadcasting media can determine their own position according to local conditions.

The semi-official media is mainly CCTV English Channel 9. Of course, the semi-official status has not changed the fact that it is an English TV channel in China. It also represents the overall image of English media in China and should serve the overall national interests of our country. However, in the specific mode of operation, we can give full play to its strong characteristics of TV entertainment, enter the track of marketization, enhance its closeness to international audiences, and participate in international competition, thus improving the effectiveness of external communication on different platforms.

(2) Establish an efficient English media talent management system.

Of course, in order to achieve these goals, we must establish an effective English radio and television media management system under this grand strategy, so as to gradually reverse the passive situation in international communication. To establish such an efficient management system, the core issue is the cultivation and management of senior English news talents.

When the talent problem is solved, other institutional problems will be solved. This is because only English journalists with high quality and high consciousness can promote the solution of other problems in China's foreign communication management system, such as: how to make the development of China's foreign communication more in line with the news law; How to deal with the relationship between effective control and effective communication, the relationship between government and media, and the relationship between long-term effect and short-term effect.

At present, the problems of English news talents in China are highlighted as follows: the English media editors are unstable and generally younger, and the English media in China has become the "export center for foreign communication talents". It can be seen that attracting high-quality foreign communication editors is not only the personnel work done by these media for China's foreign communication, but also an important factor to determine whether China's foreign communication career can be internationally competitive and whether the above strategy can be implemented.

Of course, the flow of talents is normal. But the key is that our talents flow out more and flow in less. The inflow of talents mainly refers to foreign experts hired by English media in China according to China's foreign affairs regulations, but at present, these foreign experts can only be regarded as English revisers. They can modify English manuscripts written by China reporters, but they can't directly participate in interviews and reports, let alone enter the management of our English media and participate in the decision-making process. Such a regulation and management model is certainly reasonable: it can not only take advantage of the language advantages of foreign experts, but also ensure political correctness.

However, if our English media want to be able to enter the national public opinion, enter the western mainstream media, or compete with the western mainstream media to shape their national image, then our above-mentioned talent management system (of course, it also refers to the media operation management system) is backward, at least in terms of talent management system, it is doomed that our English media cannot compete with the western media, because in most cases, the talent management of the western media is relatively open.

For example, the successful talent management model is probably one of the important reasons why CNN with American cultural background can gradually develop into a world-wide TV news center in just over 20 years, but it does not affect CNN to become a TV news center representing American national interests in the face of major events (for example, 9. 1 1 event reporting).

Therefore, in order to make a breakthrough in the development of English radio and television media in China, we must first make a breakthrough in the talent management system. We can not only hire foreigners as English revisers for our English media, but also hire them to join the management and even serve as senior managers. Of course, we should respect the tradition of "no small matter in foreign affairs". However, as long as we formulate a strict and effective talent management system in advance, there is no need to be afraid that foreigners will do things that are not in line with China's current policies and regulations after entering our English media management. A strict and effective talent management system will encourage them to become law-abiding employees and use their knowledge and expertise to serve China's national interests.

Therefore, it is not terrible to hire foreigners into the management of our English radio and television media. The key is that we can formulate a strict, effective and complete talent management system. And when we have established a strict, effective and complete talent management system, then our effective English media management system will naturally be established. Under such a management system, the operating system of English media in China will naturally change.

At that time, our government departments may not have time to argue whether industrialization will weaken the mouthpiece function of English media in China, because we know our bottom line, we are building English radio and television media with world influence, we know that we are already competing with international media, and we know that our English radio and television media can shape a relatively real national image and ultimately serve our national interests.