江和平:道法自然 术有专攻 CGTN做增值品牌传播

　　10月16日,第二届CGTN全球媒体峰会暨第八届CCTV+全球视频媒体论坛(VMF2018)在重庆开幕。中央广播电视总台中央电视台新闻中心副主任、外语频道总监江和平发表题为《道法自然 术有专攻:CGTN做增值品牌传播》的主旨演讲。

　　他从中国传统的文化思想出发,用生动的比喻向中外来宾解析了CGTN在媒体转型升级中的“道”与“术”。

　　江和平用“木”,“本”,“果”,“林”,“森”五个汉字以说文解字的方式解构他对“传播之道”的认识。CGTN的国际传播能力建设就好比在种植树“木”,CGTN融合的力度、强度、深度决定着这棵树是否茁壮。国际报道能力建设是CGTN的根“本”,决定着这棵大树未来是否有持续生长的养分。“台网并重,先网后台”的发展战略决定了CGTN将呈现给用户怎样的产品和“果”实。不同语种频道的共同发展像千姿百态的树木汇聚的树“林”。由中央电视台、中央人民广播电台、中国国际广播电台整合组建而成的中央广播电视总台,就像三个“木”字叠加在一起是“森”字。总台作为体量巨大的新型媒体传媒集团,为CGTN的发展提供了坚实的支撑和广阔的空间。

　　对于备受关注的CGTN传播发展战略,江和平主任说,中国人敬畏自然,尊重规律,传播之道在于尊重传播的基本规律。每个平台特性各不相同,要做到“术有专攻”,既有面向普罗大众的公共产品,也有面向高端用户的定制产品,还要有针对年轻人等特定人群的分众产品。传播之术因文化和认知的差异而不同,面对不同的语种、不同的地域、不同的平台,只有精细到“一语一策”、“一国一策”、“一平台一策”,才能实现精准化的有效传播。

　　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.

　　以下为江和平主旨演讲英文及中文全文

　　尊敬的各位来宾、女士们、先生们、朋友们:

　　上午好!欢迎大家来到山城重庆参加第二届CGTN全球媒体峰会。从第一届的“共享未来”到本届的“开放、互联、共融”,峰会的主题更加明确、具体、深入,我们期望全球媒体机构以“开放的心态”和“互联的姿态”,共同创造媒体“共融的生态”。

　　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.

　　当前,全球主流媒体无一不在思考媒体融合,无一不在进行转型升级,CGTN也不例外。作为一个来自东方、来自中国的国际媒体,我们与生俱来有着中国特有的精神内核和气质内涵。今天,我用中国传统文化思想,与各位分享 CGTN在国际传播中的思考和探索。

　　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.

　　中国道家的核心思想是“道法自然”,强调以自然为师,顺应自然,顺势而为,体现的是中国人对自然的敬畏,对规律的尊重,更是中国人谋事成事的智慧和哲学。

　　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.

　　正所谓,大道至简,万法归宗。我认为,传播规律与自然规律也是触类旁通的,我们可以在自然规律中汲取滋养,获得启迪。中国的汉字是象形文字,我用“木”、“本”、“果”、“林”、“森”五个字,以说文解字的方式解构我对“传播之道”的认识。

　　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,枝繁叶茂。木者,树也。CGTN的国际传播能力建设就好比在种树。一棵树立于天地之间,要有茁壮的树干和葱郁的枝叶。以英语传播为例,树干是融合体系,这是顶层设计,涉及融合的体制、机制、政策、技术、措施等方方面面。2017年10月,我们建成启用的CGTN融媒中心就是树干。枝杈是在树干主体上,也就是在融合基础上发展建设起来的多媒体平台,包括电视、网站、客户端、社交、视频通讯社等传播渠道。我们融合的力度、强度、深度决定着树干够不够挺拔、粗壮、结实。

　　只有强壮的树干,才能开枝散叶,衍生出多媒体形态的平台和产品。

　　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”:固本强基,树大根深。“木”字下面加一横,是“本”字。“本”就是树根,没有根,就是“无本之木”。报道能力建设是CGTN的“根”,北京总部、北美、非洲以及在建的欧洲区域制作中心是“主根”;国内记者站、海外记者站以及海外特约报道员是“根茎”。中国有句俗语,“根基牢,树不摇”。总部、分台以及全球报道网络建设的好不好,决定着CGTN的根基扎得深不深、牢不牢,能不能持续有力地从土壤里为树木生长供给养分,能不能让裸露的树木经得住外部的风吹雨打。

　　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”:开花结果,硕果累累。“木”字上面加个“田”字,如同果实结在树上,这是“果”字。对于CGTN来说,果实就是呈现给观众、用户的产品,包括电视频道、视频通讯社、移动网、客户端、社交账号等。我们的发展战略是“台网并重,先网后台”。对应到产品形态,“台”是以电视为主的传统媒体产品,“网”是以新媒体为主的新兴媒体产品。我们两手都要抓,两手都要硬。但在内容生产、平台建设、研发力度等各个方面优先向“网”倾斜。在CGTN的产品线上,我们正着力在移动端和PC端打造自有的平台级产品——CGTN移动新闻网。

　　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”:双木成林,桃李芬芳。两个“木”字在一起,是树林的“林”字。英语传播只是我们的一棵树,CGTN还有西班牙语、阿拉伯语、法语、俄语传播,每一个语种传播就是一棵树。如果把CGTN看作一片果林的话,我们的果林里有苹果树、桃树、李树、杏树、梨树……各有各的特征,各有各的果实。

　　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,广袤无垠。三个“木”字叠加在一起,是森林的“森”字。中央广播电视总台是由中央电视台、中央人民广播电台、中国国际广播电台整合组建而成,运营了近50个电视频道、130个电台频率、4个主要新闻网站、38种报纸期刊杂志,以55种外语面向世界传播。总台是体量巨大的新型媒体传播集团,是广袤的森林。CGTN在总台整体事业格局下一体化生长和发展。

　　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,是认识论;术,是方法论。我们培植果树不能“望天收”,还需要掌握种植技巧,懂得如何培土、浇灌、施肥、修枝、嫁接……虽然果树的种植道理大抵相同,但是,由于树种不同,培植的方式方法不尽相同,这就要求我们要“术有专攻”。传播亦是如此。

　　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.

　　面对不同的语种、不同的地域、不同的平台,我们的传播策略需要具有针对性,只有精细到“一语一策”、“一国一策”、“一平台一策”,才能实现精准化的有效传播。

　　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.

　　就语种而言,英语是面向全球传播,其他语种是面向对象国传播。所以,英语传播可以是大而全,而其他语种则要小而精。

　　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.

　　就地区而言,全球各地除语言外,还存在着政治、经济、文化等各方面的差异。我们需要因地制宜,寻找到最佳的进入方式。

　　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.

　　就平台而言,每个平台特性各不相同,同样的视频内容,电视频道适宜长视频,新媒体适宜短视频, “一键分发”从来只是传说。

　　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.

　　“术有专攻”另一层含义是对“专业”的尊重和推崇。果园需要果农,森林需要森工,我们需要怀揣专业梦想和追求完美的新闻人、媒体人,让专业的人做专业的事。

　　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.

　　中国有句成语,“桃李不言,下自成蹊”。意思是说,桃树李树并不招引人,但因它有花和果实,人们在树下走来走去赏花尝果,就走出了一条小路。

　　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的国际传播现状大致如此。果树上的果实任人免费随便摘取,没有在买卖中形成价值,也就没有产生商业效益。纵观国际,世界上没有一个成功的国际媒体不是商业媒体。所以,我们做国际传播要尊重市场规律,要参与市场竞争,这并不是说我们要将盈利作为首要目标,而是要用商业思维做国际传播的运营。

　　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.

　　英语传播的全球传播具有广泛性,就好比是苹果树,庙堂市井皆可,老少妇孺皆宜。我们把苹果拿到地摊上去卖,这跟农耕社会没有什么区别。在资本社会和市场经济的环境下,我们要围绕产品、针对客户做营销设计。

　　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,苹果可以送到农贸市场,可以送到大型超市,可以做成特供礼盒,面向高端人群;在产品线上,可以生产苹果罐头、苹果饮料、苹果干等深加工产品;在经营模式上,可以搞果园采摘,还可以结合新业态,做苹果种植众筹,募集客户前期出资共同参与种植,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.

　　这些营销手段和商业模式对应到CGTN英语传播,就是进行大众传播、分众传播、精准传播的细分。我们要有面向高端用户的定制产品,也要有面向普罗大众的公共产品,还要有针对青年人等特定人群的分众产品,并通过有效的营销渠道,建立用户最大化的连接和服务能力,将CGTN的产品送到千家网户,让用户爱不释手,这才是增值的品牌传播。

　　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.

　　中国明代哲学家王阳明在所著的《传习录》中提出“知者行之始,行者知之成”,意思是说认识是行动的开始,行动将认识变成现实。德国哲学家费尔巴哈认为“理论所不能解决的那些疑难,实践会给你解决”。中西的文化不同,但对认识论、方法论、实践论有着趋同的理解。国际传播的“道”和“术”,需要不断地在认识中实践,在实践中认识。我们愿意与全球媒体共同探讨,共同实践,从“共融”走向“共荣”!

　　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.