中国语言文化推广机构的跨文化传播策略研究

A Study of Cross-cultural Communication Strategies of Chinese Institutes of Language and Culture Promotion

自2004年11月全球第一所孔子学院在韩国正式揭牌以来,中国在海外设立了逾千家语言文化推广分支机构,形成了全球规模的跨文化传播网络。与以往大众传媒的传统传播模式不同,语言文化推广机构急需根据自身媒介特点,摸索顺应时代变化、国际环境,符合市场规律、传播规律的科学理念,创新文化交流方式。借鉴网络传播中社交媒体的传播理念,实现从"内容提供"到"网络枢纽"的定位转变,有助于中华文化的国际传播,提高传播效率。

Since the first Confucius Institute set up in South Korea in November 2004, China has established more than 1,000 institutes of language and culture promotion overseas, forming a global cross-cultural communication network. Yet, different from traditional communication modes of mass media, institutes of language and culture promotion are in urgent needs of adjusting to the changes in the international community according to their characteristics and exploring scientific communication ideas in accordance with market and communication laws to innovate cultural communication modes. Drawing on social media＇s ideas of network communication, Chinese culture should change its role from ＂content-provider＂ to ＂net-pivot,＂ which will definitely contribute to increasing efficiency of its international spread.