江和平：道法自然 术有专攻 CGTN做增值品牌传播

　　10月16日,第二届CGTN全球媒体峰会暨第八届CCTV+全球视频媒体论坛(VMF2018)在重庆开幕。中央广播电视总台中央电视台新闻中心副主任、外语频道总监江和平发表题为《道法自然 术有专攻:CGTN做增值品牌传播》的主旨演讲。

　　他从中国传统的文化思想出发,用生动的比喻向中外来宾解析了CGTN在媒体转型升级中的“道”与“术”。

　　江和平用“木”,“本”,“果”,“林”,“森”五个汉字以说文解字的方式解构他对“传播之道”的认识。CGTN的国际传播能力建设就好比在种植树“木”,CGTN融合的力度、强度、深度决定着这棵树是否茁壮。国际报道能力建设是CGTN的根“本”,决定着这棵大树未来是否有持续生长的养分。“台网并重,先网后台”的发展战略决定了CGTN将呈现给用户怎样的产品和“果”实。不同语种频道的共同发展像千姿百态的树木汇聚的树“林”。由中央电视台、中央人民广播电台、中国国际广播电台整合组建而成的中央广播电视总台,就像三个“木”字叠加在一起是“森”字。总台作为体量巨大的新型媒体传媒集团,为CGTN的发展提供了坚实的支撑和广阔的空间。

　　对于备受关注的CGTN传播发展战略,江和平主任说,中国人敬畏自然,尊重规律,传播之道在于尊重传播的基本规律。每个平台特性各不相同,要做到“术有专攻”,既有面向普罗大众的公共产品,也有面向高端用户的定制产品,还要有针对年轻人等特定人群的分众产品。传播之术因文化和认知的差异而不同,面对不同的语种、不同的地域、不同的平台,只有精细到“一语一策”、“一国一策”、“一平台一策”,才能实现精准化的有效传播。

　　The 2nd China Global Television Network (CGTN) Global Media Summit and the 8th CCTV+ Global Video Media Forum (VMF2018)opened in southwest China's Chongqing on Tuesday.

　　At the opening ceremony, Jiang Heping, the Controller of CGTN delivered a speech in which he expressed the hope of joining efforts with the global media and creating an environment of media convergence.

　　Jiang shared his thoughts and experience on CGTN, which was launched December 31, 2016, and has remained a diligent explorer of media convergence since then.

　　Echoing the summit's theme, "Opening and Connecting the World," Jiang emphasized that media convergence and upgrading are the common concerns of the global media. He adopted the idea from Daoism, a traditional Chinese philosophy, and called on others to respect of the rules, while pushing forward the work.

　　Jiang elaborated his understanding of communication through five Chinese characters: 木 (mu) for tree, 本(ben) for root, 果 (guo) for fruit, 林 (lin) for woods, and 森 (sen) for forest.

　　以下为江和平主旨演讲英文及中文全文

　　尊敬的各位来宾、女士们、先生们、朋友们:

　　上午好!欢迎大家来到山城重庆参加第二届CGTN全球媒体峰会。从第一届的“共享未来”到本届的“开放、互联、共融”,峰会的主题更加明确、具体、深入,我们期望全球媒体机构以“开放的心态”和“互联的姿态”,共同创造媒体“共融的生态”。

　　Distinguished guests, friends, ladies and gentlemen,

　　Good morning, welcome to the second CGTN Global Media Summit here in Chongqing. Inaugurated last year with the theme of "A Shared Future", our event now sharpens its focus on "Openness, Connectivity and Association". We hope this specific set of values will inform the mentality of the world's media organizations and the ecology of our industry in general.

　　当前,全球主流媒体无一不在思考媒体融合,无一不在进行转型升级,CGTN也不例外。作为一个来自东方、来自中国的国际媒体,我们与生俱来有着中国特有的精神内核和气质内涵。今天,我用中国传统文化思想,与各位分享 CGTN在国际传播中的思考和探索。

　　Right now, all mainstream outlets across the globe are actively embracing media integration and upgrade; CGTN is no exception. As an international media organization from the East and from China, we carry in our genes the distinctive temperament of this ancient civilization. China's cultural and philosophical traditions have been a source of my thoughts and explorations about CGTN's role in international communication, which I'd like to share with you today.

　　中国道家的核心思想是“道法自然”,强调以自然为师,顺应自然,顺势而为,体现的是中国人对自然的敬畏,对规律的尊重,更是中国人谋事成事的智慧和哲学。