湖湘文化对外传播策略与路径研究

A Study of the Communication Strategies and Routes of Huxiang Culture

在经济和文化传播的"全球化"背景下,在伴随中华文化走向世界和承接外来文化挑战的互动格局下,"湖湘文化"要发挥自身"趋时应变"的能动意识,在对外传播中首先要明确"湖湘文化"的传播目的,转换对外传播的理念;其次要基于当代国际传播环境,从"内涵的层次化"、"表象的多样化"和"受众多元化"三个方面探究新的对外传播策略;进而开掘出官方与民间协同共振、传统与新兴媒体融合,以及事业与产业形态联动的"湖湘文化"对外传播新路径。

Under the circumstances of economic and cultural globalization and the interactivity between Chinese culture and foreign cultures, the dynamic Huxiang Culture has to clarify its purpose and concept of communication. New communication strategies of Huxiang Culture are proposed from the three aspects of ＂hierarchicalization of connotation＂, ＂diversification of representations＂ and ＂pluralism of audiences＂. New communication routes are also suggested： collaboration of official and civil organizations, integration of the traditional and new media, coordination of public cause and business.