Agenda setting and mutual verification: Cross-cultural communication strategies of mainstream Chinese media in Spanish-speaking regions
议程设置与他者互证：中国主流媒体在西语地区跨文化传播策略

摘要

本研究旨在系统探究中央广播电视总台@CGTN西语频道在微博的跨文化传播实践，重点解构其在西语地区舆论场中“如何说”与“谁来说”的核心机制。通过考察话题框架的类目调节与叙事主角的可见度结构，揭示主流媒体消解文化折扣、重塑大国多边互动叙事的话语路径，从而为提升我国对外传播效能提供实证支持与理论参考。在研究方法上，本研究引入文化折扣理论、网络议程设置理论和框架理论，采用量化内容分析法。研究样本为CGTN西语频道海外社交媒体官方账号发布的1271个带“#”的话题标签及其对应博文文本，对“议程框架”与“叙事主体（新闻主角）”两大维度进行人工编码与统计分析，从传播发送端对全量数据进行结构化解构与实证检验。研究结论显示，在议程设置层面，该频道构建了“软硬相济、以全人类共同价值为导向”的非对抗性框架。其中，低文化折扣议程构成稳定的柔性叙事基础，有效缓释文化差异带来的理解阻力；同时，通过“综合类”议程的整合表达以及将政治性内容嵌入“自然社会、环境”等全球公共议程之中，实现了宏大叙事的隐性转化与传播突围。在叙事主体层面，形成“以我为主、他者互证”的结构格局，其中“中国主体”构成核心话语支点；“中外互主体”与“涉中外部主体”共同补充叙事多样性，激活“他者引证机制”，增强了传播内容的可信度与说服力。

Abstract

This study aims to systematically explore the cross-cultural communication practices of CGTN Spanish Channel on Weibo, focusing on deconstructing its core mechanisms of “how to say” and “who to say” in the Spanish-speaking world. By examining the category adjustment of topic frames and the visibility structure of narrative protagonists, this study reveals the discourse path by which mainstream media dissolves cultural discounts and reshapes the multilateral interactive narrative of major powers, thus providing empirical support and theoretical reference for improving the effectiveness of my country’s external communication. In terms of methodology, this study introduces cultural discount theory, online agenda-setting theory, and framing theory, employing quantitative content analysis. The research sample consists of 1271 hashtags with “#” and their corresponding blog posts published by CGTN Spanish Channel’s official overseas social media accounts. The two dimensions of “agenda framing” and “narrative subject (news protagonist)” were manually coded and statistically analyzed. The entire dataset was structurally deconstructed and empirically tested from the perspective of the dissemination source. The study concludes that, at the agenda-setting level, the channel has constructed a non-confrontational framework that is both “soft and hard,” and “oriented towards the common values of all humanity.” The low-cultural-discount agenda forms a stable, flexible narrative foundation, effectively mitigating the resistance to understanding caused by cultural differences. Simultaneously, through the integrated expression of “comprehensive” agendas and the embedding of political content into global public agendas such as “nature, society, and environment,” it has achieved a subtle transformation and breakthrough in the dissemination of grand narratives. At the narrative subject level, a structural pattern of “self-centeredness with mutual corroboration from others” has been formed, with the “Chinese subject” constituting the core discourse fulcrum. “Inter-subjects from both China and abroad” and “external subjects involving China” jointly supplement narrative diversity, activating the “other-cited mechanism” and enhancing the credibility and persuasiveness of the disseminated content.