中共軍事媒體外宣傳播策略之研究

PRC's Military Media Propaganda and Dissemination Strategy

董慧明(Hui-Ming Tung)

《復興崗學報》 113期 (2018/12) Pp. 1-25

摘要

中共軍事媒體經過「融媒體」改革轉型後，更加具備穿透、覆蓋效能。各種軍媒應用在對外宣傳和傳播領域，不僅是解放軍對外傳播的喉舌，更是先於戰爭，能夠打進受眾內部的無形武器，成為新型軍事軟實力。本研究以此為研究核心，蒐整相關中外文獻，除了可從相關統計數據中得知此研究議題正日益受到關注外，進一步深究探討中共軍事媒體外宣傳播策略，亦可發現中共藉由建立國際化新媒體平臺、善用平衡報導策略，以及透過適當的議題設定，意圖具備輿論主導以及搶占話語權優勢能力。文中檢視包括中共15家中央重點新聞網站和軍事網路媒體傳播力評比，以及中共運用平衡報導策略消除國際媒體對解放軍亞丁灣護航行動負面解讀報導，透過《中國軍事科學》等國家級期刊、微博、微信、YouTube等網路媒體進行議題主導傳播相關案例亦可知，中共將外宣策略結合心理戰、輿論戰，甚至對臺統戰工作，目的在將傳播效應最大化。然而在多種策略交織運用作法下，仍有其不足與弱點。臺灣政府權責部門和國軍一方面須能析察相關新聞輿論傳播模式發展趨勢，另一方面亦應具備破解中共對臺三戰和統戰策略能力，對外展現自身優勢。

關鍵字

融媒體 ； 議題設定 ； 軟實力 ； 三戰

並列摘要

The PRC's military media has become more effective in promoting their messages after their recent ＂media integration＂ reform. A variety of military media not only being the messengers of the People's Liberation Army (PLA) but also form a new type of military soft power by penetrating people's perceptions even before a possible war broke out. This study demonstrates that this is an emerging crucial issue by examining relevant literatures, and further explores their possible propaganda strategies. My findings show that PRC's military media has been eagerly looking for dominating the public opinion flow and the discourse privilege by three approaches: first, establishing new international media platforms; second, employing balanced reporting strategy; and third, selecting appropriate agenda setting. This study examines 15 major PRC's official and military news websites and evaluates their media capacities. This study also shows how PRC's military media employs balanced reporting strategy to eliminate foreign media's negative reports on the case of PLA Navy's escort mission in the Gulf of Aden. This study also reveals how PRC's military media tries to reach their maximum effectiveness by conducting a topic-driven communication through ＂China Military Science＂ journal, internet media of Weibo, WeChat, and YouTube. At the same time, this study exposes the deficiencies and weaknesses of these strategies. It is urgent, on the one hand, for the Taiwan government and its military to fully comprehend these possible trends and PRC's military media propagation patterns, on the other hand, we should start to be equipped with the capability to countermeasure the PLA's ＂Three Warfare＂ in order to maintain our advantages.

並列關鍵字

media integration ； agenda setting ； soft power ； Three Warfare