摘要
文化符号与国家形象的对外传播属于跨文化传播过程,传者通过符号系统传递国家形象,受众依靠符号来建构他国的国家形象。中国国家形象对外传播在"传者"和"受众"两个方面存在困境:一方面,传者在符号生产和符号传播层面上"二度编码"不足,影响传播效果;另一方面,中介系统与普通受众的文化选择为有效的意义传递增加了难度。在此基础上,本文从符号的选择、符号的解构与重建、符号的表达和传播三个层次提出针对性的国家形象对外传播策略。
The external communication of cultural symbols and national images belongs to the process of cross-cultural communication.The communicators transmit the national image through the symbol system,and the receivers rely on the symbols to construct the national image of other countries.There are two dilemmas in the external communication of China’s national image:on the one hand,the lack of"secondary coding"on the level of symbol production and communication affects the communication effect;on the other hand,the cultural choice of intermediary system and ordinary receivers increases the difficulty of effective meaning transmission.On this basis,this paper puts forward targeted strategies of national image communication from three levels:the choice of symbols,the deconstruction and reconstruction of symbols,the expression and dissemination of symbols.
出处
《新闻春秋》
2020年第6期33-38,共6页
Journalism Evolution
基金
国家社科基金重点项目《新时代中国共产党对外传播的理论逻辑与实践探索研究》阶段性成果(项目号为:20AXW006)。
关键词
文化符号
国家形象
二次编码
文化折扣
传播策略
Cultural symbol
national image
secondary coding
cultural discount
communication strategy
