理念·价值·文化：中国形象广告片能反思性研究

Concept, Value, Culture： A Reflective Study of China＇s National Publicity Film

作为跨文化传播的中国形象广告片，面临三个层面的批判性反思和建设性研究：从传播理念的层面，反思现有国家形象片的外宣思路，从传播的“传递观”转向“仪式观”；从传播价值的层面，反思国家形象片中价值不彰的问题，以特定的核心价值作为形象表意的形而上诉求，以及国家形象的精神标识；从传播内容的层面，反思精英人物的内容叙事，转向与传播理念、核心价值相契合的文化及其日常生活叙事。

As a transcultural communication, China＇s national publicity films involve a three-leveled critical reflection and constructive study. First, reflecting the current pattern of external propaganda at the level of concept of communication, the paper argues that the transmission view of communication within the pattern should be converted to the ritual view of communication. Second, reflecting the vague values within the connotation of films at the level of representing value, it argues that those ancient and modern Chinese values should be the metaphysical appeal in the films＇ expression and the spiritual identification of national image. Third, reflecting the content of films with elites centralized, it argues that the future national publicity films should turn their focus on culture and everyday lives of common people.