中华文化海外传播的路径和内容选择

Overseas Popularization of Chinese Culture

Katz,Blumler和Gurevitch在传播学领域提出的"使用与满足"理论主张受众本位而非内容本位,它将传播的视角从传者导向转向受者导向(audience-centered approach),这对文化传播同样具有借鉴作用。在不同国家和地区,受众对汉语语言与中华文化的需求有很大差异,所以在进行中华文化的海外传播时,选择是以语言教学(尤其是现代汉语教学)为主,还是以文化学习和体验为主,以及二者的先后顺序时,首先应充分考虑到受众不同层次的社会和心理需求,例如个人层面的自我实现(selffulfillment)、自我满足(self-gratification)、自我肯定,以及个人与社会的联系需求;其次,传播本身是一种文化交流,是一个编码和解码的过程,传播出去的文化是否能够被受众顺利而准确地解读直接影响着传播的效果。传播者可根据斯图亚特·霍尔(Stuart Hall)提出的"编码与解码"理论,在传播时对当地文化进行深入研究,注意受众"解码"时的社会文化差异对解读被传播文化信息的影响,通过比较研究的方法来介绍中国文化。

In the field of mass communication, Katz, Blumler and Gurevitch proposed a theory called ＂Uses and Gratifications＂ （U＆G）, which is an audience-centered approach. This approach can also be used in the popularization of Chinese culture in the world. In different countries and regions, audience ＂s demands and requirements for Chinese language and culture are quite different. Therefore when people are teaching the Chinese language or culture overseas, they should first consider the audience＇s social and psychological needs at different levels. Secondly, the popularization of Chinese culture is al- so an encoding and decoding process. Whether the culture can be understood and interpreted correctly influences the effects of its popularization. Consequently, Stuart Hall＇s ＂Encoding and Decoding＂ ap- proach can also be used for reference in the popularization of Chinese culture. Before introducing Chi- nese culture, people should conduct a profound research on the local culture, be aware of the influence of audience＇s cultural difference on the interpretation of Chinese culture, and introduce Chinese culture through a comparative approach.