在华外国人的媒介使用与效果研究
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摘要
本文在回顾媒介效果、对外传播等概念的基础上,以媒介“使用与满足”理论作为支撑,通过对在华外国人媒介使用的现状调查,了解在华外国人对于中国媒体的使用和评价情况,从而获得中国对外传播的效果现状,寻找影响中国对外传播效果的因素,检视其得与失,为建立有效的对外传播路径提供实证支持。
选择“在华外国人”来代表中国对外传播的受众进行研究,是经过了认真考虑的：首先,在华外国人具有使用中国媒体的需求和条件,来华前后在客观上具备使用两国媒体的实际情况,是非常合适的聚焦群体；其次,中国对外传播效果归根结底也应该是外国人眼中的中国媒体和国家形象,目前在中国近60万的常住外国人和几倍于此的短期来华外国人,他们来源非常广泛,涵盖各种国家、地区、民族、宗教等人口要素,对这个群体进行深入地分析,既能够满足研究的需要,又节约了时间和成本,便于研究的开展；最后,对于在华外国人的媒介效果的深入研究,不但能为针对性地提升中国对外传播效果提供第一手的资料,而且能够为今后在外国开展大规模民意调查积累数据和受众的经验资料。
有鉴于此,本次研究从受众的视角,以混合路径研究的并行三角互证策略为指导,以在北京、上海、广东三地收集的486份外国人有效问卷和60名外国人定性访谈材料为基础,展开在华外国人媒介使用的实证研究,研究者试图管窥这一特殊受众群体的媒介使用与效果的现实图景,为受众视域下中国对外传播的效果研究做出注脚。
本次研究表明,首先,在华的外国人媒介使用情况复杂,受众普遍对于新媒体较为依赖,媒介使用的“工具性”和“习惯性”特点明显；其次,在华外国人大多认为虽然外国媒体比中国媒体整体实力要强,但是中国媒体也有自身的优势,具备进一步发展的潜力；再次,在华外国人使用中国媒体的整体动机并不强烈,尤其电视使用动机较弱,不过网络使用动机较强,互联网使用的时间和用途都非常多。
本次研究发现,在华外国人对于Google、Facebook、YouTube、Twitter等境外网络媒体保持了较为坚决的使用习惯,他们中间超过一半会选择支付网络代理费用的方式“翻墙”登录境外网站；对于中国目前主推的对外传播媒体如CNC或CNTV,受众显示出知晓度很低、但使用潜力大的趋势；同时,在华外国人在中国内外发生突发事件时,会主要选用外国媒体获知信息,中国媒体在这样的“同源新闻竞争”中,只有在“进一步了解”部分才呈现出显著增长的态势；另外,免费、便捷是在华外国人评价中国媒体的主要优势,受众会因为学习汉语的需要去阅读《人民日报》、收看“新闻联播”,但在获取新闻方面,除了使用境外媒体,中国国内只有China Daily、Shanghai Daily等少数英文媒体获得了受众较高的使用度和好评度。
通过对外国人来华前后关于互联网“动机-使用”模型的分析和对比,研究者还发现：虽然来华前,受众因为从本国媒体获得的对中国的刻板印象影响了来华后的媒介使用和评价,但受众和媒介之间并不存在天然的、完全的从动机到使用的关系,外国人在来华后的互联网使用,容易受到“社会卷入度”和“消磨时间”两个动机的正向影响,而调节变量“自我认知”对于互联网的“动机”到“使用”的过程也起到了间接的影响作用。
本次研究建议,中国对外传播的活动应当了解受众,关注受众所关注的一切,真正研究受众、发现受众,以此作为改变对外传播工作方法,提升中国对外传播效果的起点。具体来说,就是要认识和理解受众的背景和受众对中国媒体的使用现状、评价等信息,这对于提高中国媒体的整体实力来说,是最重要的基本信息,同时,应当增加中国对外传播受众和效果的实证研究,建立并及时扩大、更新稳定的受众数据库；完善以受众构成情况、收入状况、收看(视、听)率、满意度为代表的受众效果评估指标；并将在华外国人的媒介使用与效果研究,扩大到全世界主要国家的受众调查中进行对比研究,最终建立“认知-使用-满足”的对外传播受众效果评估体系。
除了上面的发现以外,本次研究显示了受众对于更多高质量的英文和其它小语种媒体的需求,因此,中国要提升对外传播的效果,就应当尝试增加更多软性新闻的来源,增加免费英文媒体的数量,并配合受众口味及时调整媒体的关注方向,综合性地提升受众的媒介使用感受。同时,中国的对外传播应当增加多种语言、覆盖全面的世界新闻,提升新闻内容的真实性、客观性、公正性,媒体应多观点交锋,媒介版式布局的更加友好,多视频和图片等等,这些都是提升中国对外传播效果的有力武器。
总体而言,本文建议中国的对外传播走进受众,从受众的视角出发,真正提供受众满意的媒体和新闻,从而实现中国对外传播的目标。
On the basis of reviewing media effects, external communication and such concepts, this paper take the "uses and gratifications" theory of media study as support to investigate the the media uses status of foreigners in China, and learn their use and valuation of Chinese media, in the hope of acquiring the effect status of Chinese external communication, seeking factors influencing Chinese external communication, as well as inspecting the gains and loses for providing empirical evidence to establish efficient external communication paths.
The researcher has reconsidered on choosing foreigners living in China as representative audiences to study Chinese external communication. Firstly, they has needs and conditions to use Chinese media, and on objective, they are equipped with the experiences of home and Chinese media use before and after coming to China, which make them as an applicable group to be focused on. Secondary, the effects of Chinese external communication in the end should be attributed to foreigners' perception of Chinese specific communication activities and the influence of whole China. The promising prospect of Chinese future economy is supposed to attractive estimated600,000permanent foreign residents and doubles of short-term stay foreign visitors. Those foreigners have extensive backgrounds, covering varied countries, regions, nationalities and religions. As a result, to analyse this group in depth can not only meet the requirement of study but also save time and cost for carrying out the study. Last, such deep study of media use of foreigners living in China will provide the first hand materials to targeted promote Chinese external communication effects.
On that account, researcher adopts the mixed study approaches as paralleling methodological triangulation to conduct this study at the audience perspective. By means of the empirical research launched in three locations as Beijing, Shanghai and Guangdong, which is targeted at media use of foreigners living in China, researcher develops study modes. Through deep analysis of486valid quantitative questionnaires collected and60qualitative interviews to foreigners, the research tries to take a glimpse into the actual conditions of media use and effects of foreigners living in China so as to footnote the effect study of Chinese external communication at the audience view.
This study indicates that, firstly, foreigners living in China have complicated media use conditions, who are generally incline to dependent on new media and whose media use are featured obviously with instrument and habituation. Secondary, though most foreigners living in China regard foreign media as stronger than Chinese media, they do admit the latter has strengths and enjoy the potential of further development. Moreover, foreigners living in China as a whole do not show intense motive to use Chinese media, especially weak at TV use, but they are relatively more motivated to use the Internet, with various Internet surfing time and purposes.
The research find that foreigners living in China maintain more determined use habits toward oversea Internet media, such as Google、Faceboo、YouTube、Twitter, etc. More than half of them would choose to pay Internet agency fees for free logging oversea websites; as to Chinese mainstream recommending foreign communication media, the audience show low awareness but potential use tendency; at the same time, foreigners living in China would mainly turn to foreign media for information when Chinese or abroad emergency take place, with Chinese media only present remarkable growing state in the section of "further understand" among "homologous news competition"; besides, foreigners living in China evaluate free and convenience as the main strengths of Chinese media, for they would read People's Daily or watch News Broadcasting to learn Chinese, yet on reviewing news,audience only demonstrate relatively higher use and favorable valuation on several English media, such as China Daily, Shanghai Daily, apart from oversea media.
Via analysis and comparison to "motive-use" mode of foreigners before and after they come to China, researcher also finds that though audience's stereotype of Chinese received from home media interfere their use and valuation of Chinese media after they come to China, they do not have natural, complete relationship of motive and use with media. After foreigners come to China, their use of the Internet are easily and positively influenced by two motives as "social involvement" and "time killing", while adjusting variable "autougnosis" is indirectly influence the "motive" to "use" process of the Internet.
The research indicates that foreigners living in China think Chinese external communication should improve the internationalization of media, increase multiple languages and wide-ranged world news, promote the authenticity, objectivity and impartiality of news contents, avoid media report to be affected by exceptional factors beyond news, and increase videos and pictures to make media layout more friendly. In addition, the research reflects audience's requirement for more high-quality English media or other media in minority languages. The official should try to add more sources of soft news, increase the number of free English media, and adjust media attention according to audience's taste timely, improve audience's media use experience comprehensively, in order to advance external communication effects.
The research suggests, Chinese external communication should learn audience at the first place, focusing on everything they pay attention to, studying audience and discovering audiences. In detail, it is about to realize, understand audience's background, countries, believes, classes and hobbies, to learn their use status,evaluation and other information about Chinese media, which is the fundamental information to enhance Chinese whole media power. Meanwhile, empirical studies on audience and effects of Chinese external communication should be increased, stable audience database established, expanded and renewed timely; perfect audience effects evaluation indexes, including audience status, incomes, watching (reading, listening) rating, satisfaction; and enlarge media use and effects study of foreigners living in China to audience investigation in main countries over the whole world, for establishing the final "cognition-use-satisfaction" effect evaluation system of external communication, thus enhancing the targeted effects of various external communication media,and supporting the development of Chinese external communication and modelling Chinese national image.
选择“在华外国人”来代表中国对外传播的受众进行研究,是经过了认真考虑的：首先,在华外国人具有使用中国媒体的需求和条件,来华前后在客观上具备使用两国媒体的实际情况,是非常合适的聚焦群体；其次,中国对外传播效果归根结底也应该是外国人眼中的中国媒体和国家形象,目前在中国近60万的常住外国人和几倍于此的短期来华外国人,他们来源非常广泛,涵盖各种国家、地区、民族、宗教等人口要素,对这个群体进行深入地分析,既能够满足研究的需要,又节约了时间和成本,便于研究的开展；最后,对于在华外国人的媒介效果的深入研究,不但能为针对性地提升中国对外传播效果提供第一手的资料,而且能够为今后在外国开展大规模民意调查积累数据和受众的经验资料。
有鉴于此,本次研究从受众的视角,以混合路径研究的并行三角互证策略为指导,以在北京、上海、广东三地收集的486份外国人有效问卷和60名外国人定性访谈材料为基础,展开在华外国人媒介使用的实证研究,研究者试图管窥这一特殊受众群体的媒介使用与效果的现实图景,为受众视域下中国对外传播的效果研究做出注脚。
本次研究表明,首先,在华的外国人媒介使用情况复杂,受众普遍对于新媒体较为依赖,媒介使用的“工具性”和“习惯性”特点明显；其次,在华外国人大多认为虽然外国媒体比中国媒体整体实力要强,但是中国媒体也有自身的优势,具备进一步发展的潜力；再次,在华外国人使用中国媒体的整体动机并不强烈,尤其电视使用动机较弱,不过网络使用动机较强,互联网使用的时间和用途都非常多。
本次研究发现,在华外国人对于Google、Facebook、YouTube、Twitter等境外网络媒体保持了较为坚决的使用习惯,他们中间超过一半会选择支付网络代理费用的方式“翻墙”登录境外网站；对于中国目前主推的对外传播媒体如CNC或CNTV,受众显示出知晓度很低、但使用潜力大的趋势；同时,在华外国人在中国内外发生突发事件时,会主要选用外国媒体获知信息,中国媒体在这样的“同源新闻竞争”中,只有在“进一步了解”部分才呈现出显著增长的态势；另外,免费、便捷是在华外国人评价中国媒体的主要优势,受众会因为学习汉语的需要去阅读《人民日报》、收看“新闻联播”,但在获取新闻方面,除了使用境外媒体,中国国内只有China Daily、Shanghai Daily等少数英文媒体获得了受众较高的使用度和好评度。
通过对外国人来华前后关于互联网“动机-使用”模型的分析和对比,研究者还发现：虽然来华前,受众因为从本国媒体获得的对中国的刻板印象影响了来华后的媒介使用和评价,但受众和媒介之间并不存在天然的、完全的从动机到使用的关系,外国人在来华后的互联网使用,容易受到“社会卷入度”和“消磨时间”两个动机的正向影响,而调节变量“自我认知”对于互联网的“动机”到“使用”的过程也起到了间接的影响作用。
本次研究建议,中国对外传播的活动应当了解受众,关注受众所关注的一切,真正研究受众、发现受众,以此作为改变对外传播工作方法,提升中国对外传播效果的起点。具体来说,就是要认识和理解受众的背景和受众对中国媒体的使用现状、评价等信息,这对于提高中国媒体的整体实力来说,是最重要的基本信息,同时,应当增加中国对外传播受众和效果的实证研究,建立并及时扩大、更新稳定的受众数据库；完善以受众构成情况、收入状况、收看(视、听)率、满意度为代表的受众效果评估指标；并将在华外国人的媒介使用与效果研究,扩大到全世界主要国家的受众调查中进行对比研究,最终建立“认知-使用-满足”的对外传播受众效果评估体系。
除了上面的发现以外,本次研究显示了受众对于更多高质量的英文和其它小语种媒体的需求,因此,中国要提升对外传播的效果,就应当尝试增加更多软性新闻的来源,增加免费英文媒体的数量,并配合受众口味及时调整媒体的关注方向,综合性地提升受众的媒介使用感受。同时,中国的对外传播应当增加多种语言、覆盖全面的世界新闻,提升新闻内容的真实性、客观性、公正性,媒体应多观点交锋,媒介版式布局的更加友好,多视频和图片等等,这些都是提升中国对外传播效果的有力武器。
总体而言,本文建议中国的对外传播走进受众,从受众的视角出发,真正提供受众满意的媒体和新闻,从而实现中国对外传播的目标。
On the basis of reviewing media effects, external communication and such concepts, this paper take the "uses and gratifications" theory of media study as support to investigate the the media uses status of foreigners in China, and learn their use and valuation of Chinese media, in the hope of acquiring the effect status of Chinese external communication, seeking factors influencing Chinese external communication, as well as inspecting the gains and loses for providing empirical evidence to establish efficient external communication paths.
The researcher has reconsidered on choosing foreigners living in China as representative audiences to study Chinese external communication. Firstly, they has needs and conditions to use Chinese media, and on objective, they are equipped with the experiences of home and Chinese media use before and after coming to China, which make them as an applicable group to be focused on. Secondary, the effects of Chinese external communication in the end should be attributed to foreigners' perception of Chinese specific communication activities and the influence of whole China. The promising prospect of Chinese future economy is supposed to attractive estimated600,000permanent foreign residents and doubles of short-term stay foreign visitors. Those foreigners have extensive backgrounds, covering varied countries, regions, nationalities and religions. As a result, to analyse this group in depth can not only meet the requirement of study but also save time and cost for carrying out the study. Last, such deep study of media use of foreigners living in China will provide the first hand materials to targeted promote Chinese external communication effects.
On that account, researcher adopts the mixed study approaches as paralleling methodological triangulation to conduct this study at the audience perspective. By means of the empirical research launched in three locations as Beijing, Shanghai and Guangdong, which is targeted at media use of foreigners living in China, researcher develops study modes. Through deep analysis of486valid quantitative questionnaires collected and60qualitative interviews to foreigners, the research tries to take a glimpse into the actual conditions of media use and effects of foreigners living in China so as to footnote the effect study of Chinese external communication at the audience view.
This study indicates that, firstly, foreigners living in China have complicated media use conditions, who are generally incline to dependent on new media and whose media use are featured obviously with instrument and habituation. Secondary, though most foreigners living in China regard foreign media as stronger than Chinese media, they do admit the latter has strengths and enjoy the potential of further development. Moreover, foreigners living in China as a whole do not show intense motive to use Chinese media, especially weak at TV use, but they are relatively more motivated to use the Internet, with various Internet surfing time and purposes.
The research find that foreigners living in China maintain more determined use habits toward oversea Internet media, such as Google、Faceboo、YouTube、Twitter, etc. More than half of them would choose to pay Internet agency fees for free logging oversea websites; as to Chinese mainstream recommending foreign communication media, the audience show low awareness but potential use tendency; at the same time, foreigners living in China would mainly turn to foreign media for information when Chinese or abroad emergency take place, with Chinese media only present remarkable growing state in the section of "further understand" among "homologous news competition"; besides, foreigners living in China evaluate free and convenience as the main strengths of Chinese media, for they would read People's Daily or watch News Broadcasting to learn Chinese, yet on reviewing news,audience only demonstrate relatively higher use and favorable valuation on several English media, such as China Daily, Shanghai Daily, apart from oversea media.
Via analysis and comparison to "motive-use" mode of foreigners before and after they come to China, researcher also finds that though audience's stereotype of Chinese received from home media interfere their use and valuation of Chinese media after they come to China, they do not have natural, complete relationship of motive and use with media. After foreigners come to China, their use of the Internet are easily and positively influenced by two motives as "social involvement" and "time killing", while adjusting variable "autougnosis" is indirectly influence the "motive" to "use" process of the Internet.
The research indicates that foreigners living in China think Chinese external communication should improve the internationalization of media, increase multiple languages and wide-ranged world news, promote the authenticity, objectivity and impartiality of news contents, avoid media report to be affected by exceptional factors beyond news, and increase videos and pictures to make media layout more friendly. In addition, the research reflects audience's requirement for more high-quality English media or other media in minority languages. The official should try to add more sources of soft news, increase the number of free English media, and adjust media attention according to audience's taste timely, improve audience's media use experience comprehensively, in order to advance external communication effects.
The research suggests, Chinese external communication should learn audience at the first place, focusing on everything they pay attention to, studying audience and discovering audiences. In detail, it is about to realize, understand audience's background, countries, believes, classes and hobbies, to learn their use status,evaluation and other information about Chinese media, which is the fundamental information to enhance Chinese whole media power. Meanwhile, empirical studies on audience and effects of Chinese external communication should be increased, stable audience database established, expanded and renewed timely; perfect audience effects evaluation indexes, including audience status, incomes, watching (reading, listening) rating, satisfaction; and enlarge media use and effects study of foreigners living in China to audience investigation in main countries over the whole world, for establishing the final "cognition-use-satisfaction" effect evaluation system of external communication, thus enhancing the targeted effects of various external communication media,and supporting the development of Chinese external communication and modelling Chinese national image.
引文
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[143]相关内容来源：CNC中国电视网主页www.xhstv.com
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[1]作者为全国政协常委、外事委员会主任,中国人民大学新闻学院院长,国务院新闻办公室原主任,参见2012年03月03日《人民日报》海外版
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[5]Sandy,上海的预调查
[6]《南方周末》官方网站：http://www.infzm.com/aboutus.shtml
[7]大中国的小天地主页：http://www.littlechinaworld.com/
[8]参见中国日报主页：http://www.chinadaily.com.cn/
[9]参见中央电视台英语频道主页：http://english.cntv.cn/
[10]参见央广国际在线主页：http://gb.cri.cn/
[11]参见上海日报主页：http://www.shanghaidaily.com/
[12]参见广州英文早报主页：http://www.gzmp.net/Newspapers.asp
[13]参见ICS上海外语频道主页：http://www.icshanghai.com
[14]参见广州英语频道主页：http://www.gztv.com/live/english/index.htm
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[22]参见chinasmack主页：http://www.chinasmack.com
[23]参见danwei主页：http://www.danwei.org(由于提供的信息敏感,此网站目前在中国大陆地区无法直接登录)
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[1]Murphy,广州访谈
[2]Brad,上海访谈
[3]Remi,广州访谈
[4]Erika,北京访谈
[5]Pierre,上海访谈
[6]Senia,广州访谈
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[9]李长春.中国国际广播电台创建70周年纪念大会致信[EB/OL].：新华网,2011-12-3
[10]相关资料来源：中国外文出版发行事业局主页www.cipg.org.cn
[11]相关内容来源：新华社主页www.xinhuanet.com
[12]相关内容来源：新华社主页www.xinhuanet.com
[13]相关内容来源：CNC中国电视网主页www.xhstv.com
[14]相关内容来源：中央电视台主页cctv.cntv.cn
[15]相关内容来源：人民网主页www.people.com.cn
[16]相关内容来源：中国日报主页www.chinadaily.com.cn
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[21]Simon,上海访谈
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[23]Angelica,上海访谈
[24]Micle,上海访谈
[25]Shore,上海访谈
[26]Elina,上海访谈
[27]Charles,珠海访谈
[28]Terry Sheld,北京访谈
[29]Jaime Amigo,广州访谈
30 Robert,广州访谈
[31]Elina,上海访谈
[32]Neio,广州访谈
[33]William,广州访谈
[34]匿名,上海访谈
[35]William,广州访谈
[36]Micle,上海访谈
[37]Tony,上海访谈
[38]匿名,北京访谈
[39]Tom,广州访谈
[40]匿名,北京访谈
[41]温作灵,珠海访谈
[42]Gray,北京访谈
[43]匿名,北京访谈
[44]Kevin,北京访谈
[45]Konrad,广州访谈
[46]徐仁孝,上海访谈
[47]Tony,上海访谈
[48]Terry Sheld,北京访谈
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[143]相关内容来源：CNC中国电视网主页www.xhstv.com
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[1]作者为全国政协常委、外事委员会主任,中国人民大学新闻学院院长,国务院新闻办公室原主任,参见2012年03月03日《人民日报》海外版
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[5]Sandy,上海的预调查
[6]《南方周末》官方网站：http://www.infzm.com/aboutus.shtml
[7]大中国的小天地主页：http://www.littlechinaworld.com/
[8]参见中国日报主页：http://www.chinadaily.com.cn/
[9]参见中央电视台英语频道主页：http://english.cntv.cn/
[10]参见央广国际在线主页：http://gb.cri.cn/
[11]参见上海日报主页：http://www.shanghaidaily.com/
[12]参见广州英文早报主页：http://www.gzmp.net/Newspapers.asp
[13]参见ICS上海外语频道主页：http://www.icshanghai.com
[14]参见广州英语频道主页：http://www.gztv.com/live/english/index.htm
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[1]Murphy,广州访谈
[2]Brad,上海访谈
[3]Remi,广州访谈
[4]Erika,北京访谈
[5]Pierre,上海访谈
[6]Senia,广州访谈
[7]Jaime Amigo,广州访谈
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[8]李长春.在新华社建社80周年纪念大会上的讲话[EB/OL].：新华网,2011-11-9
[9]李长春.中国国际广播电台创建70周年纪念大会致信[EB/OL].：新华网,2011-12-3
[10]相关资料来源：中国外文出版发行事业局主页www.cipg.org.cn
[11]相关内容来源：新华社主页www.xinhuanet.com
[12]相关内容来源：新华社主页www.xinhuanet.com
[13]相关内容来源：CNC中国电视网主页www.xhstv.com
[14]相关内容来源：中央电视台主页cctv.cntv.cn
[15]相关内容来源：人民网主页www.people.com.cn
[16]相关内容来源：中国日报主页www.chinadaily.com.cn
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[20]张国良.传播学原理[M].上海：复旦大学出版社,2006：210
[21]Simon,上海访谈
[22]Rady,北京访谈
[23]Angelica,上海访谈
[24]Micle,上海访谈
[25]Shore,上海访谈
[26]Elina,上海访谈
[27]Charles,珠海访谈
[28]Terry Sheld,北京访谈
[29]Jaime Amigo,广州访谈
30 Robert,广州访谈
[31]Elina,上海访谈
[32]Neio,广州访谈
[33]William,广州访谈
[34]匿名,上海访谈
[35]William,广州访谈
[36]Micle,上海访谈
[37]Tony,上海访谈
[38]匿名,北京访谈
[39]Tom,广州访谈
[40]匿名,北京访谈
[41]温作灵,珠海访谈
[42]Gray,北京访谈
[43]匿名,北京访谈
[44]Kevin,北京访谈
[45]Konrad,广州访谈
[46]徐仁孝,上海访谈
[47]Tony,上海访谈
[48]Terry Sheld,北京访谈
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