论社交媒体时代中国文化软实力的对外传播

On the International Communication of Chinese Cultural Soft Power in the Social Media Era

文化软实力的跨国传播已成为全球文化生态的表征,而跨文化传播研究不能忽略文化交往与变迁过程中媒体的角色与功能。社交媒体作为新媒体翘楚,在国家文化软实力的传播中越来越成为一种极具张力的权力平台和监约、推动力量。它的广泛运用改变了文化传播范式和传播环境,为跨国界和跨文化传播提供可能。我国文化软实力对外传播面临着传播观念滞后、传播能力不强,西方社会"信息霸权主义"威胁等诸多因素,成为制约我国文化软实力对外传播的软肋。中国要从完善传播理念和机制、创新传播方式、设定议程和框架、构建话语体系、抵制网络文化霸权等层面,提升文化软实力的对外传播效果。

The trans-national communication of cultural soft power has become the representthe global cultural ecology, while the study of cross-cultural communication cannot ignore the role and function of media in the process of cultural interaction and change. Social media has become more and more powerful as the power platform, supervision and promotion strength in the commu-nication of national culture soft power. The widespread use of social media has changed the cultural communication paradigm and the communication environment, providing the possibility for cross-national and cross-cultural communication. China＇s cultural soft power is faced withstraint factors, such as the lagging propagation concept, the weak communicatiern society “information hegemony” threat, and so on. All these factors result in the external communication of China＇s cultural soft power. We should improve the communication concept and mechanism, innovate the communication mode, set the agenda and framework, build adiscourse system, resist the cultural hegemony, and enhance the international communication effect of Chinese cultural sott power.