《论文中的大国五毛》第二集，中国抄俄罗斯的作业

Yesterday I introduced a Chinese paper about how to propaganda for China on Quora. Some readers are interested in it. I found another paper about Chinese propaganda today.

Like the previous post, the Chinese version is showed first, followed by an English version translated by deepl.

tl,dr? I made a summary based on my understanding.

Chinese propaganda targeting at foreigners should be censored less by Chinese government, because Chinese within China have no access to it, and Chinese abroad can know everything if they want to.

Chinese propaganda should be confident to be totally different from western mainstream media.

More marketing.


The original paper is as follows (Some unimportant paragraphs are deleted.):

“今日俄罗斯”成功原因及启示

"Reasons for Russia Today's Success and Insights

黄鹂 Author: Huang Li

成功原因

Reason for success

[li]重点投入，政策宽松[/li]
Focused input and relaxed policy

**俄罗斯政府并没有全方位扶植所有的对外媒体，而是倾全力投入在RT这一家媒体上，国家充足的财政拨款（每年拨款近3.5亿美元）保证了其节目的专业性。**RT用高薪吸引了大量高素质的主持人和记者，仅是其英语新闻频道就有上千名员工。与此同时，俄罗斯政府还给予它较为宽松的报道政策，体现在：**国家对RT的审查比别的频道要灵活得多。同时，由于观众在俄罗斯境内一般收看不到RT的节目，宽松的观点不会对境内观众造成负面影响，**这也是它的播出尺度比较宽松的一个客观原因。我们在研究中发现，RT的负面报道比正面报道还要多，因而观众普遍认为，虽然RT的经费来自国家，但其官方色彩不浓，其报道不失客观性和公信力，仍在发挥着对国家和政府进行舆论监督的有效作用。

Instead of fostering all foreign media, the Russian government has devoted its full attention to one outlet, RT, whose professionalism is ensured by the state's ample financial allocations (nearly $350 million annually). RT attracts a large number of highly qualified presenters and journalists with high salaries, and its English-language news channel alone employs thousands of people. At the same time, the Russian government has given it a more relaxed reporting policy, as reflected by the fact that state censorship of RT is much more flexible than that of other channels. At the same time, since viewers generally do not see RT's programs within Russia, the lenient viewpoint does not negatively affect viewers within the country, which is an objective reason for its more lenient broadcasting scale. In our research, we found that RT has more negative reports than positive ones, and thus viewers generally believe that although RT is funded by the state, it is not too official and its reports do not lose objectivity and credibility, and still play an effective role in monitoring public opinion on the state and government.

2. 突出俄罗斯视角

Highlighting the Russian perspective

RT的报道总体信息量并不大，重播率高达89.73%；对突发事件报道的时效性也不强。但它以独特的报道视角取胜。RT的官网称：“我们以与西方主流媒体完全不同的视角来报道新闻。”经过对RT节目的研究发现，RT报道视角的与众不同主要体现在两个方面：

RT's coverage is not very informative overall, with a replay rate of 89.73%; nor is its coverage of breaking news timely. But it wins with its unique reporting perspective. the official website of RT states, "We cover the news from a completely different perspective than the Western mainstream media." A study of RT's programming found that RT's reporting perspective is distinctive in two main ways.

一是报道题材与众不同。

First, the subject matter of the report is different.

RT的节目中反美题材占据了很大的份量。大量RT的节目中都有一个主张，就是“9.11”恐怖袭击事件并不是穆斯林恐怖分子所为，而是美国人自己所为，因此反美倾向在RT的报道中表现得比较明显。还有一些题材集中在对中东、西亚、非洲等发展中国家弱势群体的关注上，内容囊括灾难、民生，宗教、种族、反恐等话题，比如伊拉克战后平民的困苦生活、阿拉伯民族的反恐斗争、苏丹难民在以色列的逃亡生活等都是报道的重点题材。

RT's programming is heavily anti-American. A large number of RT programs have a claim that the September 11 terrorist attacks were not committed by Muslim terrorists, but by Americans themselves, so the anti-American tendency is more obvious in RT's coverage. Other topics focused on the Middle East, West Asia, Africa and other vulnerable groups in developing countries, including disasters, livelihoods, religion, race, counter-terrorism and other topics, such as the hardship of civilians in Iraq after the war, the struggle against terrorism of the Arab nation, the escape of Sudanese refugees in Israel, etc. were the focus of coverage.

二是与众不同的评论观点。

The second is a distinctive commentary perspective.

2013年3月7日，RT在报道叙利亚反对派扣押联合国维和人员作为人质的事件中，揭露西方为颠覆巴沙尔政权而资助这些反对派，认为推翻巴沙尔是“中央情报局和摩萨德（以色列情报局）”共同策划的一个行动。这些报道提供了与西方主流媒体完全不同的视角。另外，RT有几档谈话节目都以话题大胆，评论深入、辩论激烈为主要特点。这包括无底线地揭露全球财经丑闻的《凯撒报道》（Keiser Report），密切追踪时事的《Alyona秀场》（Alyona Show），经常采访被美国视为敌人和恐怖分子的采访对象的《明日世界》，和对一些敏感问题激烈交锋的辩论节目《交火》（Cross Talk）。如在2011年1月的一期《交火》节目中，主持人邀请几位嘉宾各自为伊斯兰教《古兰经》和基督教《圣经》辩论，探讨两种经书到底孰优孰劣？一方认为《古兰经》充满血腥和暴力，另一方认为《圣经》也好不到哪里去，双方唇枪舌剑，吵得不可开交。但主持人显然有支持《古兰经》的倾向，这隐约体现了RT的报道立场。

On March 7, 2013, in its coverage of the Syrian opposition's hostage-taking of UN peacekeepers, RT revealed that the West was funding the opposition to overthrow the Bashar regime, arguing that the overthrow of Bashar was a joint operation of the "CIA and Mossad (Israel's intelligence service). These reports provide a completely different perspective from the mainstream Western media. In addition, RT has several talk shows that are characterized by bold topics, in-depth commentary and intense debate. These include the Keiser Report, which is a bottomless exposé of global financial scandals; the Alyona Show, which closely follows current events; Tomorrow's World, which frequently interviews subjects considered enemies and terrorists by the U.S.; and Cross Talk, a debate program that features heated exchanges on sensitive issues. ). For example, in a January 2011 episode of Crossfire, the hosts invited several guests to debate the Islamic Quran and the Christian Bible, exploring which of the two scriptures is superior. One side argued that the Quran is full of blood and violence, while the other side argued that the Bible is no better. But the hosts clearly had a pro-Quran bias, which implicitly reflected RT's reporting position.

3. 报道风格时尚灵活

Stylish and flexible reporting style

Nothing important here

4. 以新媒体为突破口

Use new media as a breakthrough

RT“借船出海”的新媒体战略可以算作是一个突出的亮点。它在推特、脸谱、优兔、Googleplus、Livejournal等社交网站以及Instagram图片分享网站上都建有自己的频道，其中在推特上的点击量最高。

RT's new media strategy of "borrowing the boat and going to sea" is a highlight. It has its own channels on social networking sites such as Twitter, Facebook, YouTubers, Googleplus, Livejournal and Instagram photo-sharing sites, with the highest number of hits on Twitter.

美国皮尤研究中心数据显示，2013年初，RT在推特上的浏览人数已经达到了10亿，福克斯新闻频道仅次于它位列第二。2014年初，RT已经上传了1.5万多个视频到推特网页上，大概有一百多个视频分别获得了超过100万的浏览量。RT不仅成为了推特最大的新闻供应商，而且每年来自推特的收入超过150万美元。

According to the Pew Research Center, RT had reached 1 billion views on Twitter in early 2013, with Fox News Channel coming in second behind it. in early 2014, RT had uploaded more than 15,000 videos to its Twitter page, with roughly a hundred videos receiving more than 1 million views each. RT has not only become Twitter's largest news provider, but generates more than $1.5 million in revenue from Twitter each year.

启示

Revelation

[li]有明确的定位，在国际报道中凸显“中国视角”。[/li]
Have a clear positioning, highlighting the "Chinese perspective" in international coverage.

RT之所以在美国有着如此高的收视率，正是因为它定位准确——“用俄罗斯的观点报道世界的新闻。”清华大学新闻与传播学院副院长史安斌认为：我们在报道能力方面可能不如BBC和CNN，但我们可以提供与之完全不同的观点。而目前由于中国经济在全世界范围内颇具影响力，全世界都迫切希望听到中国的声音。因此，在重大事件中发出中国的声音，是完全有可能拥有观众的。

RT has such high ratings in the U.S. precisely because it is well positioned - "reporting the world's news with a Russian point of view." Shi Anbin, vice dean of Tsinghua University's School of Journalism and Communication, believes: We may not be as good as BBC and CNN in terms of reporting ability, but we can provide a completely different perspective from them. And at present, because China's economy is quite influential around the world, the world is eager to hear the voice of China. Therefore, it is entirely possible to have an audience by making China's voice heard in major events.

在这方面，中央电视台美洲分台和非洲分台近年来也进行了一些探索。以美洲分台为例，自2012年开播以来，美洲台就围绕古巴经济改革、委内瑞拉人民生活质量提高、秘鲁淘金潮、哥伦比亚反政府武装分子和平改造等话题，对拉丁美洲地区的全球性政治事件、社会问题、经济发展和文化现象进行了独家分析和深度解读，其所报道的拉丁美洲新闻事件选题与西方主流媒体长期披露的“贫穷”、“落后”、“饥荒”、“灾难”等主题截然相反，真实地反映了第三世界国家人民积极向上的生活态度。

In this regard, CCTV America and Africa have also made some explorations in recent years. Since its inception in 2012, the channel has exclusively analyzed and interpreted global political events, social issues, economic development and cultural phenomena in Latin America, focusing on topics such as economic reforms in Cuba, improvement of the quality of life in Venezuela, the gold rush in Peru and the peaceful transformation of anti-government militants in Colombia. The topics of Latin American news events reported by the company are contrary to the themes of "poverty", "backwardness", "famine" and "disaster" that have long been disclosed by the Western mainstream media. It is a true reflection of the positive attitude of people in third world countries.

2. 主动出击，设置议程。

Be proactive and set the agenda

RT在新闻报道中坚持自采原则，虽然也有一些画面来自美联社、路透社等机构，但有约90%的新闻都来源于自采。它在世界上多个热点地区设立记者站，向世界各地派出了上百名精通英语的新闻记者，“致力于洞察事件的根本”，以客观公正的报道赢得信任。

RT adheres to the principle of self-collection in its news reporting, and although some images also come from agencies such as the Associated Press and Reuters, about 90% of its news comes from self-collection. It has set up correspondent stations in many hotspots in the world and sent hundreds of English-speaking journalists around the world, "dedicated to getting to the root of events" and winning trust with objective and fair reporting.

要打造国际一流媒体，“可靠的、原创的和好的新闻”也是成功的重要元素。近几年来，我国的主流英语媒体在这方面也有一些初步探索并取得了相应的进步。比如，CCTV-NEWS近年来主动策划并制作与西方主流媒体报道视角不一样的好新闻，在重大事件尤其是在与中国和亚洲相关的重大事件中抢先发声，针对国外关注的环保问题、通货膨胀问题、房地产市场状况等主动出击，不回避负面报道。新华社CNC电视台、《中国日报》等主流媒体也针对日本新激进军事政策、我国反恐形势、中越南海争端、中国能源走向等问题主动设置议程，发出自己的声音，引导了国际社会的舆论。

Reliable, original and good news" is also an important element for success in building a first-class international media. In recent years, China's mainstream English-language media have made some initial exploration and progress in this area. For example, in recent years, CCTV-NEWS has taken the initiative to plan and produce good news with a different perspective from that of the Western mainstream media, to be the first to speak out on major events, especially those related to China and Asia, and to take the initiative to address foreign concerns about environmental protection, inflation and the real estate market, without avoiding negative reports. Mainstream media such as Xinhua News Agency CNC TV and China Daily also took the initiative to set the agenda and make their voices heard in response to issues such as Japan's new radical military policy, the anti-terrorism situation in China, the South China Sea dispute between China and Vietnam, and the direction of China's energy resources, guiding the international community's public opinion.

3. 国际传播要内外有别。

International communication should be distinguished between internal and external

近年来，我国为一些单纯的对外媒体开辟出了特殊的通道，比如，给予新华社的发稿平台对外传播优先通道，做到了先发英文稿件、后发中文稿件，保证了英文报道的时效性。《中国日报》能够主动报道国内负面现象，并且涉及一些边缘话题，但一些主流频道还没能做到内外有别。比如，以CCTV-NEWS为主的外语频道在报道中还存在着一些机制的不完善，这使得CCTV-NEWS的报道时效比起中文报道相对滞后，话题冲突性不强，缺乏大胆和多元的观点。对此，我们呼吁一些特殊的报道政策，建议在重大事件发生时能够派出更多的英语记者到达现场；一些国际报道能够做到英文先发、中文后发；适当扩大英语报道的口径等。内外有别，才能进一步加强CCTV-NEWS的报道能力和国际关注度。

In recent years**, China has opened up special channels for some purely foreign media, for example, giving Xinhua News Agency's distribution platform priority access for foreign communications, so that English articles are sent first and Chinese articles are sent later, ensuring the timeliness of English reports. China Daily is able to proactively report on negative domestic phenomena and cover some fringe topics, but some mainstream channels have not been able to differentiate between internal and external coverage.** For example, foreign-language channels, mainly CCTV-NEWS, still have some imperfect mechanisms in their reporting, which makes CCTV-NEWS' coverage relatively lagging in timeliness compared to Chinese coverage, with less conflicting topics and lack of bold and diversified views. In this regard, we call for some special reporting policies, suggesting that more English-speaking reporters can be sent to the scene when major events occur; some international reports can be sent first in English and later in Chinese; and the caliber of English reports can be appropriately expanded, etc. The difference between inside and outside can further strengthen the reporting ability and international attention of CCTV-NEWS.

4. 依靠新媒体借船出海。

Relying on new media to lend their boats to the sea

依靠优兔等平台向全世界推送节目，不失为一条操作简便、成本低廉、传播范围广的成功路径。目前中央电视台的主要网络传播平台就是央视网，而央视网的影响力尚且有限。如果我们能借助国内外具有较大影响力的社交网站进行广泛的传播，势必能够在占领海外阵地方面起到事半功倍的效果。

Relying on platforms such as You Bunny to push programs to the world is a successful path with easy operation, low cost and wide distribution. At present, CCTV's main online communication platform is CCTV.com, whose influence is still limited. If we can make use of social networking sites with greater influence at home and abroad for wide dissemination, we will be able to get twice the result with half the effort in occupying overseas positions.

RT的一些其他的简便易行的营销手段也很值得我们借鉴。例如，乘客在伦敦地铁站、火车站以及伦敦市政府下属的出租车公司“黑色出租车（black cab）”中都可以看到RT的节目。我国的主流媒体也可采取这样的思路，在海外与一些传媒机构合作，使节目能够以较小的成本出现在目标受众比较密集的公共区域。这也是深入海外受众做品牌推广的一种有效探索。

RT's other easy-to-use marketing techniques are also worth learning from. For example, passengers can see RT's programs in London Underground stations, train stations, and the London City Council's cab company "black cab". Our mainstream media can also adopt this idea and cooperate with some media organizations overseas, so that the program can appear in public areas where the target audience is dense at a relatively small cost. This is also an effective way to reach out to overseas audiences for brand promotion.