中国高校国际传播实践思考

Reflections on International Communication of Chinese Universities

摘要: 在全球一体化进程不断深入与百年未有之大变局交织的背景下，国际传播已成为国家间软实力竞争的重要领域。高校的国际传播实践，不仅承担着展示办学成果、汇聚全球英才的职能，更肩负着阐释中国道路，促进文明互鉴，塑造可信、可爱、可敬中国形象的使命。文章从高校国际传播的双重属性出发，分析当前中国高校在国际传播实践中的现状、问题及提升建议。文章指出，高校的国际传播具有提升自身国际声誉和塑造国家叙事的双重功能，但目前存在战略定位不明确、内容同质化、专业人才不足等问题。为此，建议高校通过将国际传播纳入整体发展战略，突破简单的信息传递，推动话语体系转变，建立健全保障体系等，提升国际传播效能。

Abstract: Against the backdrop of the deepening process of global integration and the unprecedented changes in a century, international communication has become a crucial arena for the competition of soft power among countries. The practices of international communication by universities not only serve to showcase their achievements and attract global talents but also shoulder the mission of explaining China’s development path, promoting mutual learning among civilizations, and shaping a credible, appealing, and respectable image of China. Starting from the dual attributes of university international communication, this article analyzes the current situation, challenges, and recommendations for improvement in the international communication practices of Chinese universities. The article points out that university international communication serves the dual functions of enhancing their own international reputation and shaping the national narrative. However, challenges such as unclear strategic positioning, homogenized content, and a shortage of professional talent persist. To address these challenges, it is recommended that universities integrate international communication into their overall development strategies, move beyond simple information dissemination, promote a transformation in discourse systems, and establish and improve supporting systems to enhance the effectiveness of international communication.