国际纵横：俄国与西方争夺民意民心 – 纵览中国-China In Perspective

<h1><img src="/EditBackyard/EditorData/Photo/2015/Sep/9192015RT.jpg" width="660" height="371" alt="" /> </h1><div property="articleBody" style="border: 0px; color: #404040; font-family: Helvetica, Arial, STHeiti, 华文黑体, \’Microsoft YaHei\’, 微软雅黑, SimSun, 宋体, \’WenQuanYi Micro Hei\’, sans-serif; font-size: 14px; line-height: 16px; margin: 0px 53.7656px 0px auto; padding: 0px; vertical-align: baseline; background-color: #ffffff;"><figure style="border: 0px; color: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 32px -54.2188px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #111111;"><span style="font-style: inherit; border: 0px; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; color: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"> <span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.5625rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; bottom: 0px; position: absolute; right: 0px; background: rgba(0, 0, 0, 0.6);">AFP<figcaption style="border: 0px; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; color: inherit; font-family: inherit; font-weight: inherit; 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margin: 0px; padding: 0px; vertical-align: baseline; display: block;">普京视察RT。（资料图片）</figcaption></figure>过去近十年里，俄国政府的旗舰国际广播公司RT（前身为俄罗斯今日，Russia Today）一直努力在世界各地争取人心；2014年乌克兰危机爆发后，宣传攻势更为增强。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 23px; padding: 0px; vertical-align: baseline;">现在，西方媒体和政府机构也开始加大力度，在俄语受众群体争取人心。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">欧盟对外行动署（EEAS）正准备设立一个反宣传特别行动组，工作对象是欧盟和东欧其他地区的俄语受众。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">今年一月，欧洲议会通过一项措辞强硬的决议，敦促欧盟针制定相应的战略来抗衡俄国宣传攻势。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">BBC上周表示正在考虑扩大俄语卫视和视频服务。德国之声（Deutsche Welle）、得到美国资助的自由电台（Radio Liberty）和得到欧盟部分资助的欧洲新闻台（Euronews）都先后加强了俄语部分的力量。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">不过，有证据显示，这些聚焦人心大脑的努力在异域媒体环境里不太可能产生重大影响。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">冷战时期，俄国和西方的意识形态博弈体现为激烈的媒体竞赛，争取影响全球舆论。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">2015年，RT的预算拨款d增75%，达到208亿卢布（3亿美元）。克里姆林宫的另一个国际媒体机构、官方通讯社Rossiya Segodnya（今日俄罗斯）的预算也大增，金额近9000万美元。<figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 24px -24.6406px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #111111;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2015/09/18/150918133015_russia_624x351_ap_nocredit.jpg" datasrc="http://ichef.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2015/09/18/150918133015_russia_624x351_ap_nocredit.jpg" width="624" height="351" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; -webkit-user-select: none; width: 616.203px; display: block;" alt="" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.5625rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; bottom: 0px; position: absolute; right: 0px; background: rgba(0, 0, 0, 0.6);">AP<figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">俄国国内媒体也有国际版服务。（资料图片）</figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">这两家拨款加起来在政府财政的媒体开支中占34%；前一年是23%。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">如此大幅度增加预算拨款，除了冲抵卢布贬值造成的影响，也凸显了克里姆林宫对面向国际的媒体运作更加重视。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">普京总统2013年参观RT大楼时曾赞扬它为打破国际媒体市场“盎格鲁-萨克森垄断”作出的成功努力。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">不过，没有可靠的数据来佐证普京总统对RT的称赞。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">英国的广播电视受众数据汇集研究机构BARB公布的数据显示，今年八月，RT每周平均覆盖受众45万人，占总数的0.8%，比2012年减少了10万。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">更重要的是，RT正在输给海外主要竞争对手之一、半岛电视英语频道（AJE）。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">2012年，RT的受众数字略好于半岛英语，但现在还不到后者的一半。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">英国工党新当选的领袖科尔宾多年前曾对RT表示认可，还多次在RT的节目中亮相。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">不过，社交媒体上情况有所不同。在推特和脸书上，RT跟BBC和CNN不能比，但在YouTube上它却稳坐头把交椅，订户数超过150万，主要频道浏览数近15亿。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">那么，YouTube用户在RT频道上主要看什么呢？<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">RT赖以吸引观众的是需要极少或根本不需要花人力物力的关于灾害或稀奇古怪的视频。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">重大时政事件类视频方面，在YouTube上收看RT视频的就少得多。在被观看最多的100条视频中，只有几条勉强可归入“政治类”，且没有一条与乌克兰危机沾边。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">当然，除了RT和今日俄罗斯通讯社之外，俄国主要国内电视频道也有国际版，以混合了丰富的娱乐元素和情感型新闻报道为强项。<figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 24px -24.6406px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #111111;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef-1.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2015/09/18/150918133333_estonia_624x351_afp_nocredit.jpg" datasrc="http://ichef-1.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2015/09/18/150918133333_estonia_624x351_afp_nocredit.jpg" width="624" height="351" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; -webkit-user-select: none; width: 616.203px; display: block;" alt="" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.5625rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; bottom: 0px; position: absolute; right: 0px; background: rgba(0, 0, 0, 0.6);">AFP<figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">1991年1月，苏军坦克开到立陶宛国营电视台楼下。（资料图片）</figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">西方的担忧是，这些国营电视频道可能为俄罗斯在世界其他地方的干预行动赢得民意民心，尤其是那三个波罗的海国家。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">1991年前苏联解体后，三个波罗的海加盟共和国的大量俄罗斯族人构成了目前俄国媒体在那里的受众主体，市场占比高达25%。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">另外，那里的社交媒体上也有不少亲克里姆林宫的言论。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">拉脱维亚和立陶宛政府针对俄国电视带来的挑战，采取了收紧媒体监管的措施，包括临时封锁部分频道。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">而爱沙尼亚则准备为占全国人口30%的35万俄语受众推出一个新的频道。由于它的俄国竞争对手财大气粗，爱沙尼亚国营俄语电视服务预算只相当于一个零头，估计推出后能够产生的影响也不会很大。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">立陶宛公共广播事务负责官员曾把此类努力比作用“杈子挡坦克”。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">这个比喻似乎也适用于西方广播电视媒体希望对俄国民意施加影响的努力。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">最近，一项得到政府资助的VTsIOM民意调查发现，45%的俄国民众支持当局对外国媒体实行审查。<p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">这项调查的另个发现是只有2%的俄国人把外国媒体列为自己主要信息来源之一。</div>