A Qualitative Analysis of the Influencing Factors and Successful Strategies of International Communication from the Perspective of Narratology : Take China Daily's English reporting that won the China News Award as an example

基于叙事学视角分析国际传播影响要素与成功策略定性—以《中国日报》英文报道获中国新闻奖的报道为例

Using the English reports of China Daily that won awards at the 30th to 34th China News Awards as case studies, this study analyzes the necessary conditions and effective configuration paths of multiple factors influencing news narration in media's international communication based on the Qualitative Comparative Analysis (QCA) method. The study finds that innovative narrative presentation and the application of diverse narrative channels are necessary conditions for enhancing media narrative effectiveness. Through configuration analysis, three successful paths for achieving high efficiency in international communication are identified: the discourse expression path from a micro and personal perspective, the focus on basic civilian expression path that de-emphasizes “heroization,” and the innovative presentation path for grand themes. Based on the research findings, the study innovatively proposes four communication paths: 1. Centering on empathy, shaping a positive national image through micro and personal perspectives and discourse expressions; 2. The focus on basic civilian expression path that de-emphasizes “heroization”; 3. A targeted and stratified precision communication strategy; 4. Improving platform construction, with a focus on communication infrastructure and flexible communication in the digital era.

以中国日报在第30—34 届中国新闻奖获奖的英文报道为案例，基于QCA 定性分析方法，剖析影响媒体国际传播新闻叙事的必要条件及多因素有效组态路径。研究发现，创新叙事的呈现、多元的叙述渠道应用是促动媒体叙事效果提升的必要条件。通过组态分析，发现微观、个人视角的话语表达路径、去“英雄化”的聚焦基础平民表达路径以及宏大主题的创新展现路径是影响国际传播高效能的三大成功路径，并根据研究结果创新性提出：1.以共情为核心，通过微观、个人视角和微观话语表达书写国家正面形象路径；2.去“英雄化”的聚焦——基础平民表达路径；3.分众分层的精准传播策略；4.完善平台建设，关注数字时代的传播基础设施与柔性传播等传播策略这四条传播路径。