全球传播生态发展报告（2025）
| 书 名： |
全球传播生态发展报告（2025） |
| 英 文 名： |
ANNUAL REPORT ON THE GLOBAL COMMUNICATIVE ECOLOGY （2025）
|
| 作 者： |
高伟 姜飞 主编 |
| I S B N： |
978-7-5228-7056-4 |
| 丛 书 名： |
|
| 关 键 词： |
全球传播 传播生态 5G 6G 智能传播 |
| 出版时间： |
2026年05月 |
中文摘要
《全球传播生态发展报告（2025）》从传播生态学视角聚焦全球传播格局和世界传媒发展，在复杂的全球社会生态体系内透视人、媒介、社会各种力量的共息共生关系，为传播研究和媒介管理提供某种联动、系统化、战略化的思路。
本年度报告从政策、技术、市场、国别四个维度，全面描述了2024年以来世界传媒发展和全球传播格局变迁状况。
全球传播生态，正以其强大的观念统摄力持续对业界和学界产生深刻影响，推动产、学、研产生深度共振。当前，全球信息基础结构在竞合中升级，5G芯片与终端生态繁荣发展；6G建设朝向虚实融合，致力于打造智能中枢新标杆；卫星互联网迈向商业化新阶段；海底光缆设施升级迭代，国际角逐进入战略角力；数据中心全球布局加速推进，区域竞争呈现不平衡新格局。本书在政策层面，深入探讨了中国地方国际传播中心效能提升路径、美国公共外交机构的用人机制、BBC全球传播战略、中美经贸摩擦舆论攻防机制以及“全球南方”国际传播态势；在技术层面，重点分析了大模型+智能体对网络传播格局的形塑、智能传播、全球文化交流数字形态与生态、人工智能赋能国际传播；在市场层面，对微短剧国际传播特征、全球大型展会国际传播功能、美国文化产业出海、非遗国际传播效果、海外公营媒体发展现状等焦点议题进行了深入剖析；在国别层面，重点研究了拉美和加勒比地区、马来西亚、巴基斯坦等国家与区域的国际传播体系。本书认为，2024年以来，全球传播生态呈现以下五大特征：第一，移动互联网全面覆盖与用户认知升级，虚拟身份建构与数字分身应用广泛；第二，多轨演化下跨平台多栖成为常态，信息信任主导用户流向与长期发展；第三，中美欧数字广告与付费模式化发展，情感广告投放在业界初露头角；第四，社交媒体平台依托自身特色入场变现，社交电商与零售媒体网络发展势不可挡；第五，全球信息治理与规制进一步加码，数据跨境流动与监管成为新重点。
展望未来，本书对全球传播生态提出三点前瞻性提示：第一，技术趋势方面，代理式人工智能（Agentic AI）将走出实验室，量子通信、后量子加密等技术对传播安全构成新挑战，国家和企业需同步提升网络韧性和安全防护；第二，传播权力博弈与秩序重构方面，话语权争夺、叙事范式竞争、数字文化和文明观交锋将更加激烈；第三，全球传播生态发展迎来价值变革，中国需持续深入倡导并引领全球走向从技术治理到价值共同体的跃迁。
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