江和平：道法自然 术有专攻 CGTN做增值品牌传播(2)

　　The Way follows Nature; this is the central tenet of China's Daoism. The ancient wisdom from over 2000 years ago stresses learning from nature and attuning ourselves to its constant flux. Embodying the Chinese appreciation and respect for nature and its rules, this tenet has guided our thinking and behavior through the ages.

　　正所谓,大道至简,万法归宗。我认为,传播规律与自然规律也是触类旁通的,我们可以在自然规律中汲取滋养,获得启迪。中国的汉字是象形文字,我用“木”、“本”、“果”、“林”、“森”五个字,以说文解字的方式解构我对“传播之道”的认识。

　　The pursuit of sophistication ultimately ends in simplicity. The Way of Nature, I believe, offers insights on the laws of communication and gives sustenance to media workers like us. China's writing system is known for its unique graphic visualization of nature. Now please allow me to elaborate my understanding of communication through five Chinese characters. They are, 木(mu) for tree, 本(ben) for root, 果 (guo) for fruit, 林(lin) for woods, and森 (sen) for forest.

　　“木”:主干挺拔,枝繁叶茂。木者,树也。CGTN的国际传播能力建设就好比在种树。一棵树立于天地之间,要有茁壮的树干和葱郁的枝叶。以英语传播为例,树干是融合体系,这是顶层设计,涉及融合的体制、机制、政策、技术、措施等方方面面。2017年10月,我们建成启用的CGTN融媒中心就是树干。枝杈是在树干主体上,也就是在融合基础上发展建设起来的多媒体平台,包括电视、网站、客户端、社交、视频通讯社等传播渠道。我们融合的力度、强度、深度决定着树干够不够挺拔、粗壮、结实。

　　只有强壮的树干,才能开枝散叶,衍生出多媒体形态的平台和产品。

　　First is 木. This simple character portrays the tree standing proud and tall. CGTN builds its capabilities in international communication the same way a gardener nurtures trees. Just like the lush branches and foliage extending from a mighty oak, our English-language communication has its diverse components integrated with the central trunk of policy, strategy, mechanism, technology and practices. In October 2017, we launched the CGTN News Center as the trunk of the oak, which spreads its many branches into platforms of all media ranging from TV broadcasting, Internet, mobile apps, social media, to a video news agency. The strength and depth of our integration determines the vigor and robustness of the tree's trunk, which is the key to our multimedia efforts.

　　“本”:固本强基,树大根深。“木”字下面加一横,是“本”字。“本”就是树根,没有根,就是“无本之木”。报道能力建设是CGTN的“根”,北京总部、北美、非洲以及在建的欧洲区域制作中心是“主根”;国内记者站、海外记者站以及海外特约报道员是“根茎”。中国有句俗语,“根基牢,树不摇”。总部、分台以及全球报道网络建设的好不好,决定着CGTN的根基扎得深不深、牢不牢,能不能持续有力地从土壤里为树木生长供给养分,能不能让裸露的树木经得住外部的风吹雨打。

　　Beneath the trunk is the tree's root, which is represented by the character 本 in Chinese. A single horizontal bar added to 木 forms 本, which means root and basis. At CGTN, our root resides in news gathering and production capability. Like a typical root system, our Beijing headquarters and our regional production centers in North America, Africa and soon Europe branch out in an immense network of domestic and overseas bureaus and correspondents. As the Chinese saying goes, a firm root anchors the tree. The vitality of CGTN's global infrastructure of news coverage determines the quality of its services and its viability and success in this highly competitive industry.

　　“果”:开花结果,硕果累累。“木”字上面加个“田”字,如同果实结在树上,这是“果”字。对于CGTN来说,果实就是呈现给观众、用户的产品,包括电视频道、视频通讯社、移动网、客户端、社交账号等。我们的发展战略是“台网并重,先网后台”。对应到产品形态,“台”是以电视为主的传统媒体产品,“网”是以新媒体为主的新兴媒体产品。我们两手都要抓,两手都要硬。但在内容生产、平台建设、研发力度等各个方面优先向“网”倾斜。在CGTN的产品线上,我们正着力在移动端和PC端打造自有的平台级产品——CGTN移动新闻网。

　　My third word is 果, which means fruit in Chinese. With the square and cross perched on top of 木, 果 resembles a tree laden with ripening fruit. The fruit that CGTN supplies to its audience is quality content, offered via our TV channels, video news agency, Internet, mobile apps, and social media accounts. Our strategy stresses both the Internet and broadcasting while giving precedence to new and emerging media. These guidelines have informed our efforts in content production, platform construction, and research and development. Right now, we're concentrating on building CGTN Mobile News, our own platform straddling conventional Internet and its wireless version.