从西方修辞的角度评析新华网对外报道的有效性

论文摘要

新华网,中国对外传播的主要窗口之一,正受到海内外学者的广泛关注。国内学术界已从新闻学或传播学的角度就如何提高新华社对外报道的有效性进行了诸多积极有益的探讨与研究。本文着力从西方修辞学的角度,分析新华网在与西方媒体“修辞交锋”中的不足、经验和得失,并结合新华网对2008汶川大地震的报道作为文本分析,进一步探求其如何运用西方修辞来提高对外报道的有效性,改变其与西方媒体“修辞交锋"中的处于“下风”的局面。本文认为由于新华网不谙西方修辞学,在其以往与西方主流媒体的“修辞交锋”中,西方受众对其“官方身份和官方口吻”,抱有逆反、抵触心理,导致新华网对外传播的公信力不高,对外传播并没有取得预期的效果。2008汶川大地震是中国面临的重大灾难和危机。新华网一改以往“家丑不可外扬"的态度,迅速抢占先机,第一时间向全世界发出了有关地震的“第一声”。同时,在其后续报道中,都有突破性的进展,改善了自身的对外报道在受众中的接受度,赢回了公信力。然而,“路漫漫其修远兮,吾将上下而求索”。新华网的对外报道还存在许多不足之处。本文从西方修辞的角度,指出新华网仍然存在的问题并给出建议,希望新华网充分理解西方修辞的真谛,让自己的对外报道之路走得更为顺畅,赢得在国际舞台上的话语权。

论文目录

• 中文摘要
• Abstract
• 中文文摘
• CONTENTS
• Chapter 1 Introduction and Literature Review
• Chapter Two An Overview of Rhetoric,the Functions of Rhetoric and JournalisticRhetoric
• 2.1 Defining Rhetoric
• 2.2 The Functions of Rhetoric and Journalistic Rhetoric
• 2.3 The Features of Journalistic Discourse
• Chapter Three Xinhuanet
• 3.1 Brief Introduction to Xinhuanet
• 3.2 The Reasons to Choose Xinhuanet as the Research Target
• 3.3 Audience and the Analysis of Xinhuanet's Audience
• Chapter Four The Ongoing "Rhetorical Battle" between Xinhuanet and theMainstream Western Media
• 4.1 Failure in Understanding "Self-effacement"
• 4.2 Failure in Adapting to the Audience
• 4.3 Failure in Cultivating a Favorable Ethos
• 4.4 The Attack from the Mainstream Western Media
• 4.5 Inattentiveness to the Principle that "Rhetoric is Responsive"
• Chapter Five Xinhuanet's Performance in Reporting the 2008 WenchuanEarthquake
• 5.1 Adapting to Rhetorical Situation
• 5.2 Disaster and the Exigence for Disaster Report
• 5.3 Xinhuanet's Performance in Reporting the 2008 Wenchuan Earthquake
• 5.4 How Xinhuanet Dealt with the Controversies
• Chapter Six Room and the Suggestions for Improvement
• 6.1 The Remaining Problems
• 6.2 Suggestions for Improvement
• Chapter Seven Conclusion
• References
• 攻读学位期间承担的科研任务与主要成果
• Acknowledgement
• 个人简历