CAJ | 학술논문

BBC国际部和VOA于2011年终止对华普通话广播。这两个冷战时期西方最主要外宣机构的举措引发广泛关注。本文首先从政治、受众、财政及技术手段等不同方面探究BBC国际部和VOA关闭中文广播的缘由,指出西方传媒仍未放松对中国的宣传攻势,只不过受财政影响,将宣传主阵地从短波频道转移到互联网。结合西方传媒机构的实践,本文从讲什么（报道内容）、怎么讲（表述形式）到用什么讲（传播媒介）等几方面,为我国外宣工作＂讲好中国故事,传播好中国声音＂提出建议。
BBC국제부화VOA우2011년종지대화보통화엄파。저량개랭전시기서방최주요외선궤구적거조인발엄범관주。본문수선종정치、수음、재정급기술수단등불동방면탐구BBC국제부화VOA관폐중문엄파적연유,지출서방전매잉미방송대중국적선전공세,지불과수재정영향,장선전주진지종단파빈도전이도호련망。결합서방전매궤구적실천,본문종강십요（보도내용）、즘요강（표술형식）도용십요강（전파매개）등궤방면,위아국외선공작＂강호중국고사,전파호중국성음＂제출건의。
In 2011, BBC World Service and VOA – two major Western propaganda agencies set up in the Cold War era terminated their mandarin programs, a move that has attracted wide international attention. This paper probes into the cause of the initiative from the aspects of political relations, financial budget, the audience and technology means. The author argues that the Western media have not given up their propaganda in China, but shifted the medium from traditional short-wave broadcasting to internet services due to their financial difficulties and new trends in information technology development. Based on the practice of these Western media, the paper raises some suggestions on how to ＂best tell China＇s stories and spread China＇s voices＂ through our propaganda services, i.e. what to tell, how to tell, and by what means？