商务传媒学院知识库

在后疫情时代,我国的对外传播交流更加阻碍和漫长。由于客观条件,经验不足以及国际舆论领域的话语不平等,我国很难真正有效地掌握外部话语权, 传播“最后一公里”的障碍和瓶颈很难突破。在现阶段,我国的对外传播仍处于探索和发展的阶段,尽管我国主流旗舰媒体已积极进行了实际探索并取得了某些成果, 在“ 破冰 ”上仍可以看到传播效果的影响。而目前对于对外传播创新路径的研究大多数仍聚焦在主流媒体的改革举措上，还未从官方媒体之外的民间视角继续探索对外传播的创新路径，因此本文结合情绪传播分析本文研究对象的海外受众评论文本及其传播机制，为我国对外传播创新路径所产生的最新成果提供有借鉴价值的参考。

本文首先通过对前人研究成果和现有数据资料的分析，介绍我国对外传播创新路径的传播实践与发展现状，并总结出当下对外传播的困局；其次通过研究情绪传播相关理论，对本研究进行实证分析，得出研究对象中所选取样本的研究数据，为后续正面情绪传播机制的研究提供理论和数据支撑，并配合使用SIPS模型对传播机制进行系统性概述和分析。最后，希望通过本文对海外受众的积极情绪走向，从鲜少关注的视角发现对外传播取得的最新成果和对外传播创新路径中在微观层面的现实意义。

In the post-epidemic era, external communication in our country has a more and longer resistance. Due to objective conditions, insufficient experience and the inequality of discourse in the field of international public opinion, external communication in our country is difficult to find truly effective grasping hands, the "last kilometer" barrier and bottleneck are difficult to break through, but at present, external communication in our country is still in the stage of exploration and development. Although China's mainstream flagship media has actively explored the practice and achieved certain results, the communication effect still needs to "break the ice".

However, most of the current researches on the innovation path of external communication still focus on the reform measures of mainstream media, and the innovation path of external communication has not been explored from the folk perspective other than official media. Therefore, this paper analyzes the comments of overseas audiences and the communication mechanism of the research object in combination with emotional communication. It provides reference value for the latest achievements produced by the innovative path of external communication.

Firstly, through the analysis of previous research results and existing data, this paper introduces the communication practice and development status of China's innovative path of external communication, and summarizes the current difficulties in external communication. Secondly, by studying related theories of emotional communication, the empirical analysis of this study was carried out, and the research data of the selected samples of the research objects were obtained, which provided theoretical and data support for subsequent research on the mechanism of positive emotional communication. In addition, SIPS model was used to systematically outline and analyze the mechanism of positive emotional communication. Finally, the author hopes to find the latest achievements in external communication and the practical significance in the innovation path of external communication at the micro level from the perspective of the positive emotion trend of overseas audiences.