国家形象评估理论初探

A Preliminary Study on the Theory of National Image Evaluation

国家形象是国与国各要素之间互动交往中产生的海量数据记录的综合呈现,是两个国家构成主体在相互交往中彼此形成的看法和印象。国家形象的本质是一种信息资源。国家形象可以从构成要素、国家功能和行业领域等多个视角进行评估。从国家的构成要素来看,国家形象可划分为领土形象、主权形象、人口形象、政府形象和企业形象;从国家承担的功能来看,国家形象可划分为政治形象、经济形象和文化形象;从领域性来看,国家形象在不同的国民经济行业领域有不同的呈现。公共部门、市场部门和第三部门的国民对一个国家的形象认知一般不会相同,具体的样本选取中,可从评估对象国公共部门、市场部门和第三部门的国民中按照随机方式进行抽样,组成调查的总体样本。

National image is a comprehensive presentation of the massive data records produced in the interactive exchanges be-tween the two countries. It is the view and impression of the main body of the two countries in each other. The essence of national image is a kind of information resources. The national image can be evaluated from the perspectives of the components, the country functions and the industry field. According to the composition of the country, national image can be divided into territorial image, sovereignty im-age, population image, government image and corporate image. According to the functions of the country, national image can be divid-ed into political image, economic image and cultural image. From the point of view of the field, the national image in the different fields of national economy industry has different presentation. The national image in people from the public sector, the market sector and the third sector, is generally not the same. The overall survey sample of the assessment of the national image may consist of a random sam-ple of the people from the public sector, the market sector and the third sector in a country.