10月16日,第二屆CGTN全球媒體峰會暨第八屆CCTV+全球視頻媒體論壇(VMF2018)在重慶開幕。中央廣播電視總臺中央電視臺新聞中心副主任、外語頻道總監江和平發表題為《道法自然 術有專攻:CGTN做增值品牌傳播》的主旨演講。

他從中國傳統的文化思想出發,用生動的比喻向中外來賓解析了CGTN在媒體轉型升級中的“道”與“術”。

江和平用“木”,“本”,“果”,“林”,“森” 五個漢字以說文解字的方式解構他對“傳播之道”的認識。CGTN的國際傳播能力建設就好比在種植樹“木”,CGTN融合的力度、強度、深度決定著這棵樹是否茁壯。國際報道能力建設是CGTN的根“本”,決定著這棵大樹未來是否有持續生長的養分。“臺網并重,先網后臺”的發展戰略決定了CGTN將呈現給用戶怎樣的產品和“果”實。不同語種頻道的共同發展像千姿百態的樹木匯聚的樹“林”。由中央電視臺、中央人民廣播電臺、中國國際廣播電臺整合組建而成的中央廣播電視總臺,就像三個“木”字疊加在一起是“森”字。總臺作為體量巨大的新型媒體傳媒集團,為CGTN的發展提供了堅實的支撐和廣闊的空間。

對于備受關注的CGTN傳播發展戰略,江和平主任說,中國人敬畏自然,尊重規律,傳播之道在于尊重傳播的基本規律。每個平臺特性各不相同,要做到“術有專攻”,既有面向普羅大眾的公共產品,也有面向高端用戶的定制產品,還要有針對年輕人等特定人群的分眾產品。傳播之術因文化和認知的差異而不同,面對不同的語種、不同的地域、不同的平臺,只有精細到“一語一策”、“一國一策”、“一平臺一策” ,才能實現精準化的有效傳播。

The 2nd China Global Television Network (CGTN) Global Media Summit and the 8th CCTV+ Global Video Media Forum (VMF2018)opened in southwest China's Chongqing on Tuesday.

At the opening ceremony, Jiang Heping, the Controller of CGTN delivered a speech in which he expressed the hope of joining efforts with the global media and creating an environment of media convergence.

Jiang shared his thoughts and experience on CGTN, which was launched December 31, 2016, and has remained a diligent explorer of media convergence since then.

Echoing the summit's theme, "Opening and Connecting the World," Jiang emphasized that media convergence and upgrading are the common concerns of the global media. He adopted the idea from Daoism, a traditional Chinese philosophy, and called on others to respect of the rules, while pushing forward the work.

Jiang elaborated his understanding of communication through five Chinese characters: 木 (mu) for tree, 本(ben) for root, 果 (guo) for fruit, 林 (lin) for woods, and 森 (sen) for forest.

以下為江和平主旨演講英文及中文全文

尊敬的各位來賓、女士們、先生們、朋友們:

上午好!歡迎大家來到山城重慶參加第二屆CGTN全球媒體峰會。從第一屆的“共享未來”到本屆的“開放、互聯、共融”,峰會的主題更加明確、具體、深入,我們期望全球媒體機構以“開放的心態”和“互聯的姿態”,共同創造媒體“共融的生態”。

Distinguished guests, friends, ladies and gentlemen,

Good morning, welcome to the second CGTN Global Media Summit here in Chongqing. Inaugurated last year with the theme of "A Shared Future", our event now sharpens its focus on "Openness, Connectivity and Association". We hope this specific set of values will inform the mentality of the world's media organizations and the ecology of our industry in general.

當前,全球主流媒體無一不在思考媒體融合,無一不在進行轉型升級,CGTN也不例外。作為一個來自東方、來自中國的國際媒體,我們與生俱來有著中國特有的精神內核和氣質內涵。今天,我用中國傳統文化思想,與各位分享 CGTN在國際傳播中的思考和探索。

Right now, all mainstream outlets across the globe are actively embracing media integration and upgrade; CGTN is no exception. As an international media organization from the East and from China, we carry in our genes the distinctive temperament of this ancient civilization. China's cultural and philosophical traditions have been a source of my thoughts and explorations about CGTN's role in international communication, which I'd like to share with you today.

中國道家的核心思想是“道法自然”,強調以自然為師,順應自然,順勢而為,體現的是中國人對自然的敬畏,對規律的尊重,更是中國人謀事成事的智慧和哲學。

The Way follows Nature; this is the central tenet of China's Daoism. The ancient wisdom from over 2000 years ago stresses learning from nature and attuning ourselves to its constant flux. Embodying the Chinese appreciation and respect for nature and its rules, this tenet has guided our thinking and behavior through the ages.

正所謂,大道至簡,萬法歸宗。我認為,傳播規律與自然規律也是觸類旁通的,我們可以在自然規律中汲取滋養,獲得啟迪。中國的漢字是象形文字,我用“木”、“本”、“果”、“林”、“森”五個字,以說文解字的方式解構我對“傳播之道”的認識。

The pursuit of sophistication ultimately ends in simplicity. The Way of Nature, I believe, offers insights on the laws of communication and gives sustenance to media workers like us. China's writing system is known for its unique graphic visualization of nature. Now please allow me to elaborate my understanding of communication through five Chinese characters. They are, 木(mu) for tree, 本(ben) for root, 果 (guo) for fruit, 林(lin) for woods, and森 (sen) for forest.

“木”:主干挺拔,枝繁葉茂。 木者,樹也。CGTN的國際傳播能力建設就好比在種樹。一棵樹立于天地之間,要有茁壯的樹干和蔥郁的枝葉。以英語傳播為例,樹干是融合體系,這是頂層設計,涉及融合的體制、機制、政策、技術、措施等方方面面。2017年10月,我們建成啟用的CGTN融媒中心就是樹干。枝杈是在樹干主體上,也就是在融合基礎上發展建設起來的多媒體平臺,包括電視、網站、客戶端、社交、視頻通訊社等傳播渠道。我們融合的力度、強度、深度決定著樹干夠不夠挺拔、粗壯、結實。

只有強壯的樹干,才能開枝散葉,衍生出多媒體形態的平臺和產品。

First is 木. This simple character portrays the tree standing proud and tall. CGTN builds its capabilities in international communication the same way a gardener nurtures trees. Just like the lush branches and foliage extending from a mighty oak, our English-language communication has its diverse components integrated with the central trunk of policy, strategy, mechanism, technology and practices. In October 2017, we launched the CGTN News Center as the trunk of the oak, which spreads its many branches into platforms of all media ranging from TV broadcasting, Internet, mobile apps, social media, to a video news agency. The strength and depth of our integration determines the vigor and robustness of the tree's trunk, which is the key to our multimedia efforts.

“本”:固本強基,樹大根深。 “木”字下面加一橫,是“本”字。“本”就是樹根,沒有根,就是“無本之木”。報道能力建設是CGTN的“根”,北京總部、北美、非洲以及在建的歐洲區域制作中心是“主根”;國內記者站、海外記者站以及海外特約報道員是“根莖”。中國有句俗語,“根基牢,樹不搖”。總部、分臺以及全球報道網絡建設的好不好,決定著CGTN的根基扎得深不深、牢不牢,能不能持續有力地從土壤里為樹木生長供給養分,能不能讓裸露的樹木經得住外部的風吹雨打。

Beneath the trunk is the tree's root, which is represented by the character 本 in Chinese. A single horizontal bar added to 木 forms 本, which means root and basis. At CGTN, our root resides in news gathering and production capability. Like a typical root system, our Beijing headquarters and our regional production centers in North America, Africa and soon Europe branch out in an immense network of domestic and overseas bureaus and correspondents. As the Chinese saying goes, a firm root anchors the tree. The vitality of CGTN's global infrastructure of news coverage determines the quality of its services and its viability and success in this highly competitive industry.

“果”:開花結果,碩果累累。 “ 木”字上面加個“田”字,如同果實結在樹上,這是“果”字。對于CGTN來說,果實就是呈現給觀眾、用戶的產品,包括電視頻道、視頻通訊社、移動網、客戶端、社交賬號等。我們的發展戰略是“臺網并重,先網后臺”。對應到產品形態,“臺”是以電視為主的傳統媒體產品,“網”是以新媒體為主的新興媒體產品。我們兩手都要抓,兩手都要硬。但在內容生產、平臺建設、研發力度等各個方面優先向“網”傾斜。在CGTN的產品線上,我們正著力在移動端和PC端打造自有的平臺級產品——CGTN移動新聞網。

My third word is 果, which means fruit in Chinese. With the square and cross perched on top of 木, 果 resembles a tree laden with ripening fruit. The fruit that CGTN supplies to its audience is quality content, offered via our TV channels, video news agency, Internet, mobile apps, and social media accounts. Our strategy stresses both the Internet and broadcasting while giving precedence to new and emerging media. These guidelines have informed our efforts in content production, platform construction, and research and development. Right now, we're concentrating on building CGTN Mobile News, our own platform straddling conventional Internet and its wireless version.

“林”:雙木成林,桃李芬芳。 兩個“木”字在一起,是樹林的“林”字。英語傳播只是我們的一棵樹,CGTN還有西班牙語、阿拉伯語、法語、俄語傳播,每一個語種傳播就是一棵樹。如果把CGTN看作一片果林的話,我們的果林里有蘋果樹、桃樹、李樹、杏樹、梨樹……各有各的特征,各有各的果實。

Next comes the character 林, which is formed by two 木 hand in hand. In Chinese, 林 means woods, or a small area of trees. At CGTN, the tree of English-language news is complemented by services in other languages -- Spanish, Arabic, French, and Russian -- each standing with its own root and branches. Such diversity allows us to bear and offer many different fruits for different palates and different tastes, and to reach different cultures.

“森”:多木成森,廣袤無垠。 三個“木”字疊加在一起,是森林的“森”字。中央廣播電視總臺是由中央電視臺、中央人民廣播電臺、中國國際廣播電臺整合組建而成,運營了近50個電視頻道、130個電臺頻率、4個主要新聞網站、38種報紙期刊雜志,以55種外語面向世界傳播。總臺是體量巨大的新型媒體傳播集團,是廣袤的森林。CGTN在總臺整體事業格局下一體化生長和發展。

The last of the five characters is 森. With three 木 stacked together, 森 means a vast multitude of trees extending to the horizon. CGTN is thriving as part of China Media Group, a gigantic conglomerate combining the former China Central Television, China National Radio, and China Radio International. The Group operates nearly 50 TV channels, 130 radio frequencies, 4 leading news websites, and some 40 newspapers and magazines. It distributes content in 55 languages to the world. This media giant provides the forest and ecology for CGTN to grow and develop.

道,是認識論;術,是方法論。我們培植果樹不能“望天收”,還需要掌握種植技巧,懂得如何培土、澆灌、施肥、修枝、嫁接……雖然果樹的種植道理大抵相同,但是,由于樹種不同,培植的方式方法不盡相同,這就要求我們要“術有專攻”。傳播亦是如此。

The Dao or The Way, gives us insights, which have to be put into practice. The wellbeing of an orchard depends on choosing the right location and climate, but it also requires constant care and diligent cultivation. As different species of trees thrive under different conditions, we have to adopt the approaches best suited to our goals. Success in the media sector calls for specialization; at CGTN we've made a point of staying on focus.

面對不同的語種、不同的地域、不同的平臺,我們的傳播策略需要具有針對性,只有精細到“一語一策”、“一國一策”、“一平臺一策”,才能實現精準化的有效傳播。

Targeting each different language, culture, and platform, we've devised specific approaches and strategies. Such a high degree of specialization and focus ensures the precision and effectiveness in presenting our contents.

就語種而言,英語是面向全球傳播,其他語種是面向對象國傳播。所以,英語傳播可以是大而全,而其他語種則要小而精。

In terms of languages, our English service is aimed at a global audience and therefore supplies comprehensive and diverse contents. Our services in other languages, each of which targets a specific region and culture, strive for top quality in their limited and focused scope.

就地區而言,全球各地除語言外,還存在著政治、經濟、文化等各方面的差異。我們需要因地制宜,尋找到最佳的進入方式。

In serving the world's many regions and their various cultures, we try to adapt to their different and distinctive local circumstances and seek the optimal points of entry and contact.

就平臺而言,每個平臺特性各不相同,同樣的視頻內容,電視頻道適宜長視頻,新媒體適宜短視頻, “一鍵分發”從來只是傳說。

In operating our different platforms, we are tailoring the format of our contents to each medium's unique features. Rather than indiscriminate distribution, we've been experimenting with different running times and sometimes varied program structures for TV broadcasting and mobile Internet.

“術有專攻”另一層含義是對“專業”的尊重和推崇。果園需要果農,森林需要森工,我們需要懷揣專業夢想和追求完美的新聞人、媒體人,讓專業的人做專業的事。

To stay on focus means to respect and appreciate specialization. Division of labor is as essential in running a media organization as in cultivating an orchard. At CGTN we build an environment where professionals can focus on their specialty.

中國有句成語,“桃李不言,下自成蹊”。意思是說,桃樹李樹并不招引人,但因它有花和果實,人們在樹下走來走去賞花嘗果,就走出了一條小路。

In China, we have the saying “桃李不言,下自成蹊”(Tao li bu yan, xia zi cheng xi). This ancient parable tells how peach and plum trees, though lacking the power of speech, can attract so many people with blossoms and fruits that a path forms on the ground.

CGTN的國際傳播現狀大致如此。果樹上的果實任人免費隨便摘取,沒有在買賣中形成價值,也就沒有產生商業效益。縱觀國際,世界上沒有一個成功的國際媒體不是商業媒體。所以,我們做國際傳播要尊重市場規律,要參與市場競爭,這并不是說我們要將盈利作為首要目標,而是要用商業思維做國際傳播的運營。

From this vivid analogy, CGTN has drawn inspirations in its international communication efforts. But we're also aware that value is generated through exchange in the marketplace. Among the world's leading media organizations, none has succeeded while ignoring the market. CGTN appreciates the rules of the market and believes in fair competition. Although our top priority is not to seek profits, we've insisted on following standard business practices in our operations.

英語傳播的全球傳播具有廣泛性,就好比是蘋果樹,廟堂市井皆可,老少婦孺皆宜。我們把蘋果拿到地攤上去賣,這跟農耕社會沒有什么區別。在資本社會和市場經濟的環境下,我們要圍繞產品、針對客戶做營銷設計。

To carry the fruit analogy further, English-language content is as popular and accessible as apples, which suit many palates far and wide, and high and low. Street peddlers have sold apples in the most primitive economies; but in a modern marketplace, the producers have to improve their products and add greater value for the customers.

例如:在渠道上,蘋果可以送到農貿市場,可以送到大型超市,可以做成特供禮盒,面向高端人群;在產品線上,可以生產蘋果罐頭、蘋果飲料、蘋果干等深加工產品;在經營模式上,可以搞果園采摘,還可以結合新業態,做蘋果種植眾籌,募集客戶前期出資共同參與種植,后期共同分享成果。等等。

For example, apples can be sent to a farmer's market or a supermarket, or packaged elaborately as upscale gifts. They can also be canned, made into juice, or dried. What's more, they can be picked as part of farm tourism, and even crowdfunding can be used to give urban dwellers an opportunity to consume the organic fruits of their own capital and labor.

這些營銷手段和商業模式對應到CGTN英語傳播,就是進行大眾傳播、分眾傳播、精準傳播的細分。我們要有面向高端用戶的定制產品,也要有面向普羅大眾的公共產品,還要有針對青年人等特定人群的分眾產品,并通過有效的營銷渠道,建立用戶最大化的連接和服務能力,將CGTN的產品送到千家網戶,讓用戶愛不釋手,這才是增值的品牌傳播。

All these varied approaches can be applied to CGTN's English-language content, which is being delivered through both general distribution and through segmented and precise targeting. We offer tailor-made services to high-end customers as well as products easily available to the general public, with different categories targeted at each segment of our audience. Our distribution channels maximize our capability in connecting with our customers and serving them. Through value-added communication, CGTN is supplying products and services to millions of individuals and winning their hearts and minds.

中國明代哲學家王陽明在所著的《傳習錄》中提出“知者行之始,行者知之成”,意思是說認識是行動的開始,行動將認識變成現實。德國哲學家費爾巴哈認為“理論所不能解決的那些疑難,實踐會給你解決”。中西的文化不同,但對認識論、方法論、實踐論有著趨同的理解。國際傳播的“道”和“術”,需要不斷地在認識中實踐,在實踐中認識。我們愿意與全球媒體共同探討,共同實踐,從“共融”走向“共榮”!

In the 16th Century, the Chinese philosopher Wang Yangming made the observation that “知者行之始,行者知之成” (Zhi zhe xing zhi shi, xing zhe zhi zhi cheng). "Vision spurs action and is achieved through action", it means knowledge initiates and culminates in action. His insight was echoed three centuries later by the German philosopher Feuerbach, who wrote "Practice will solve the problems that theory cannot solve". China and the West might have different cultures, but they tend to agree in essential epistemology, methodology, and understanding of practice. The Way and the Practice in international communication calls for constant explorations. CGTN is willing to join all media organizations of the world in this great endeavor and to progress from association to common prosperity.