影响力:中国影视软实力提升的主要目标

Influence:Main Object of Promoting Chinese Film and TV Soft Power

近年来中国影视不断发展,取得较快进步,但就国际传播和提升文化软实力的效果而言,其影响力的发挥依然困境重重、势单力孤,这一困境与我国当前政治、经济领域的国际地位极不相符,中国影视软实力亟待提升。影响力是中国影视软实力提升的主要目标,影视的影响力由浅入深,至少可以划为三个层面:知名度、美誉度、认同度。制约影响力的发挥因素则主要取决于物态层面、制度层面和精神层面。就应对方略而言,"知名度"是"接触"问题,"美誉度"是"品质"问题,"认同度"是"价值"问题,中国影视影响力的提升对策也需据此筹划。知名度的提升需要产业支撑、平台保障、语言拉近和活动借力;美誉度的提升需要独特符号的深度开发、体验感受的共性寻求、硬性理念的软化处理;认同度的提升需要自塑力和他塑力的结合,自塑需要通过主动设置中华文化价值焦点引导价值认同,他塑需要通过借力海外作品中的中国形象强化价值认同。

In recent years, Chinese film and TV has developed very rapidly. However, as regards to international trans- mission, we should do much more to promote its soft power so as to promote its influence. Influence could at least refer to popularity, reputation, and degree of recognition. To promote popularity demands industrial support,platform safeguard, language closing, activity leveraging. To promote reputation demands a profound development of peculiar sign, seeking similarities of experience and perception, and softening dealing with hard con- ceptions. To promote the degree of recognition demands the integration between self - molding and other - molding.