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我国对外传播媒体担负着“向世界介绍中国,让世界了解中国”的重任,因此,我国对外传播媒体应当使用恰当的语言文字、表达形式以及传播渠道来讲述好“中国故事”。在此过程中,借鉴BBC中文网在华传播的经验,对于我国对外传播媒体国际影响力和传播效果的提升都具有重要意义。本文以提升我国对外传播效果为出发点,论述BBC中文网在华传播策略以及探讨BBC中文网传播为我国对外传播带来的启示。
Therefore, our country’s foreign media should make good use of appropriate language, forms of expression and channels of communication to talk about “China Story.” Our country’s external media is charged with the mission of “introducing China to the world and let the world understand China.” In this process, drawing on the experience of the BBC Chinese network spread in China is of great significance to the enhancement of the international influence and the dissemination effect of China’s external media. Based on the promotion of China’s external communication effect, this article discusses the communication strategy of BBC Chinese network in China and the enlightenment of BBC Chinese network communication on China’s external communication.