李从军：金砖国家媒体在国际传播中能更有作为（中英对照）

金砖国家媒体在国际传播中能更有作为

BRICS News Organizations Can Play a Bigger Role in International Communication

新华社社长李从军

Li Congjun, President of  Xinhua News Agency

这段时间，我有时会通过电视重播观看世界杯充满激情的比赛，虽然我会因中国队缺席而略感失望，但我也会因世界杯的很多产品和服务来自中国而感到些许欣慰。比如，吉祥物犰狳玩偶很多产自中国浙江，中国光伏企业为赛事场馆提供节能服务。所以网民开玩笑说：中国队没来，中国来了。

In the past few weeks, I would sometimes watch the reruns of the exciting World Cup matches. My disappointment at the absence of Chinese footballers on the pitch was somehow mitigated by the fact that many products and services for the event are from China.

For example, many of the mascot toys, Fuleco the Armadillo, were made in China’s Zhejiang Province, and a Chinese photovoltaic company is providing energy-saving solutions to the stadiums.

The Chinese footballers are not present at the World Cup, but the country of China is, a Chinese netizen quipped.

再过几天，金砖国家第六次峰会即将在巴西美丽的海滨城市福塔莱萨开幕，金砖国家首脑将再次聚首巴西，商讨经济发展难题的解决之道。

In a few days, the sixth BRICS summit will be held in Brazil’s beautiful coastal city of Fortaleza, where the heads of state of the five member countries of Brazil, Russia, India, China and South Africa will meet again to discuss issues such as solution to economic challenges.

每一次峰会的召开，都是金砖国家加深理解和促进合作、推动共同发展与共赢的大好时机。金砖国家机制诞生以来，成员国在贸易、投资、技术创新、金融等各方面合作都取得了长足发展。现在五国GDP总量已约占全世界GDP总量的20%，各自成为所在地区最强有力的新兴发展力量，参与国际事务的意愿不断增强。

Every BRICS summit provides a great opportunity for its member states to deepen mutual understanding, enhance cooperation and promote common development and win-win outcomes.

Since the establishment of the BRICS mechanism, its member countries have made strides in cooperation in trade, investment, technological innovation and financing. Their combined GDP accounts for one fifth of the world total, and each member has become the most powerful emerging economy in its respective region. Their willingness to participate in international affairs has also been constantly growing.

当前，全球经济政治外交格局深刻变动，国际和地区热点问题此起彼伏，世界经济继续深度调整，国际形势更加错综复杂。冷战虽已过去20多年，世界秩序并没有明显改变，世界舆论总显得不那么平衡。发展中国家的声音往往都被淹没在西方发达国家庞大的强势舆论中，我们想告诉世界的，人们似乎很难听到。

The world’s economic, political and diplomatic situation is undergoing profound change as manifested by numerous international and regional hot-spot issues, the readjustment of the world economy, and the ever increasingly complex international patterns.

More than 20 years after the end of the Cold War, the world order, however, has seen few changes, and the global information flow remains unbalanced. Voices of developing countries are often drowned out by the much louder media of the West. What we wanted to tell the world was hardly heard.

当然，一切都在变化中。在全球一体化的浪潮中，信息的即时平等交流越来越重要，人人都可以有麦克风，互联网和移动互联网的飞速发展，使新兴国家发声的渠道更加多元化、平等化、简易化。新兴国家媒体与西方大国老牌强势媒体的关系格局正在发生深刻改变，前者的声音在逐步加强，中国、俄罗斯、巴西、南非、印度等国家主流媒体所发出的声音，近年来越来越受到国际舆论的重视。

Fortunately, positive changes are taking place. In the context of globalization, the instant exchange of information on an equal footing has become increasingly important. Everyone is entitled to a “microphone.” The rapid development of the Internet and the Mobile Web has provided emerging economies with more diversified, equalized and easy-to-access channels of communication.

The dynamics of the world media industry are also undergoing profound change, with the voices of media organizations in emerging economies gradually strengthening. In recent years, the voices from mainstream media organizations in BRICS countries have received more and more attention from across the world.

金砖国家作为世界新兴国家的代表，经济合作基础已经牢固，但在国际社会的政治影响力仍显薄弱，这与新兴国家参与国际事务的客观需要和主观意愿是不相称的。有评论认为，金砖国家经济实力超群，但其在软实力等方面对世界的影响力仍然很弱，媒体的影响力有待提升，成员国没有形成向世界统一表达其意志与实力的系统化能力。

As representatives of the world’s emerging economies, the BRICS countries have laid a solid foundation for economic cooperation. Yet, their political influence on the international community remains weak. This weakness is not in line with the need for emerging economies to participate in international affairs and their desire to do so.

Some critics say the BRICS countries have acquired formidable economic strength, but their soft power remains weak. The influence of their media organizations is yet to improve. BRICS countries still lack the ability to express their will and project their strengths in a concerted manner.

金砖国家媒体几乎面对共同的客观环境，有着相似的行动意愿，应该以金砖机制为基础深化合作，在国际传播中发挥更大作用，努力做到“我们说，世界听”。对此，笔者有四点建议：

Media organizations of the BRICS countries face similar external environments and have similar motivations. They should deepen cooperation, making use of the BRICS mechanism, and play a bigger role in international communication. They should strive to make their voices heard throughout the world.

To that end, I would like to put forward a four-point proposal.

一、从金砖国家整体利益出发，加强金砖国家媒体间的合作，努力形成立场上的默契。金砖国家面临的一个整体的舆论环境是，经济的快速发展有目共睹，被要求承担的国际责任明显增加，而很多责任的分配和执行规则明显偏向于西方传统大国。当然，新兴国家不应推卸责任，但所承担的责任应与其政治经济发展水平相适应。金砖国家媒体在维护金砖国家整体利益方面，应有清醒的认识，更应从共同的立场出发，协作发声，形成合力。

irst, taking into consideration the interests of the BRICS countries as a whole, their media organizations should strengthen cooperation and coordinate their stances.

This is a situation media organizations of BRICS countries have to face: with rapid and well-recognized economic development in their countries, BRICS members are being required to shoulder increasingly heavy international responsibilities. However, the rules of burden distribution and execution are obviously in favor of traditional Western powers.

Of course, emerging economies should not shirk their responsibilities, but the responsibilities they take must match the level of their political and economic development.

Media organizations of BRICS countries should have a clear understanding of the need to safeguard the overall interests of BRICS countries. They should speak in a coordinated manner as a result of their common position and have their voices amplified with joint force.

二、从维护各自国家形象的角度交流经验做法，客观充分讲述事实。金砖国家各自体制不同，有相似的成就，也有逐渐显现的不同问题。贫富差距扩大、社会不公、腐败蔓延等问题不同程度地存在于金砖国家之中，但成员国都在以改革创新精神逐步改善。金砖国家媒体应在如何讲述本国故事、赢得世界尊敬的战略方针或方式方法上加强交流，寻找客观充分塑造国家形象的有效途径。

Second, media organizations of BRICS countries should exchange experience among them with the purpose of safeguarding the images of their countries. They should learn to tell facts in an objective and effective manner.

Although the BRICS countries have made great achievements, they have different political systems and face various problems. Widening income gaps, social inequalities and corruption phenomena exist to varying degrees. But all the countries are dealing with those problems through reform and innovation. Media organizations in those countries should enhance exchanges to learn the strategy and narrative technique to win the respect of the world, and to find effective ways to project the national image in an objective and ample manner.

三、以世界媒体峰会为平台提升金砖国家互信水平，增进理解，消除误会。2009年以来，在新华社和其他一些知名媒体共同倡议和参与下，以“合作、应对、共赢、发展”为主题的世界媒体峰会不断发展壮大，已经成为全球传媒领域多边协调机制。金砖国家媒体可以在峰会的框架下，建立常态化交流机制，共同探讨合作中遇到的问题，就解决方案交换意见。通过金砖国家媒体间互动性的舆论引导，帮助成员国提高合作水平，进而引导并影响其他发展中国家的舆论。

Third, media organizations of BRICS countries should make use of the platform of the World Media Summit (WMS) to help enhance mutual trust and clear up misunderstanding.

Initiated in 2009 by Xinhua News Agency and other well-known global news organizations, the WMS, with the theme of “Cooperation, Action, Win-Win and Development,” has been growing over the years and has become a multilateral coordination mechanism for global media organizations.

Media organizations of the BRICS countries may establish regular communication mechanisms within the WMS framework to discuss problems they have encountered in their cooperation and to find solutions.

They should also help promote cooperation between their countries through teamwork and at the same time influence public opinion of other developing countries.

四、以主题合作项目为抓手，共同应对来自新媒体、新技术的挑战。云计算、大数据、物联网等技术促使信息技术渗透方式、处理方法和应用模式发生变革，掀起新一波信息化浪潮，进一步推动媒体格局深刻调整和舆论生态重大变化。金砖国家媒体应抓住这一契机，遴选一些能够应用最新信息技术的主题合作项目，用集成、融合的理念开展跨区域、跨媒体、跨行业的大型报道，在实践中促进生产传播模式转型升级，从而切实提高媒体软实力。

Fourth, media organizations of the BRICS countries should jointly confront the challenges presented by new media and new technologies through cooperation projects.

Technologies such as cloud computing, big data and Internet of Things have changed the way information technology is developed and applied, opening a new chapter of informatization. The new technologies are bringing significant changes to the news industry and in public opinion ecology.

Media organizations of BRICS countries should grasp this opportunity and carry out large-scale trans-regional and cross-industry multi-media reporting with integrative methods, focusing on cooperation projects that are fit for the application of the latest information technology.

The aim is to upgrade the mode of production and dissemination through practice so as to improve the soft power of the media organizations of the BRICS countries.

一位国际关系专家对我说，金砖机制建立至今，国际舆论一直都没有完全支持金砖。我则认为，舆论最终会面对事实。金砖成员国合作日益紧密，已持续了五个年头——可能还会持续更长时间。这就像世界杯赛场上一支不被看好的球队，有可能会在全场的喝倒彩和怀疑的目光中出色地走向决赛。

An international relations expert once told me that the BRICS mechanism has never gained the full support of the world media industry since its birth.

But I believe the media industry will eventually have to face the reality. The cooperation between BRICS countries has become ever closer in the past five years, and the trend may continue for even longer. The mechanism of BRICS is just like an underdog in the World Cup, which may well make its way successfully to the final amid boos and doubts.

中国有句古话，“真金不怕火炼”。金砖国家越是发展得又快又好，也许质疑反对的声音会更多更响。作为中国一家媒体机构的负责人，我真心希望金砖国家媒体能够在国际传播中更有作为，不断增强在国际舆论场上的表达权、话语权、传播权，促进金砖机制更加深化，更好地赢得世界对金砖国家合作与发展的理解与支持。

As an old Chinese saying goes, genuine gold fears no fire. The faster and better BRICS goes, the louder the voices of skepticism and disapproval might be. As leader of a media organization in China, I sincerely hope that media organizations of the BRICS countries can do more in international communication, constantly strengthen their ability to have their voices heard internationally, and help improve the BRICS mechanism, so as to win the understanding and support of the world for BRICS cooperation and development.

我非常喜欢今年的世界杯，因为没有一个球员在面对强手时怯懦，精彩的比赛总是让人喜出望外。巴西（B）、俄罗斯（R）、印度（I）、中国（C）、南非（S），五个老朋友在此时聚首，不是为金杯而来，而是为金砖而来。让我们一起为球队（team）加油，让全世界听到我们的喝彩！

I very much like this year’s World Cup, because not a single player backed off in front of a strong rival. The wonderful matches keep on bringing surprises and joy.

The five BRICS countries are also gathering in Brazil – for golden BRICS instead of the golden trophy of the World Cup. Let’s also cheer the team of five, and let the entire world hear our cheers!