浅析中国文化走出去效果评估体系的构建

An Analysis of the Construction of the Effect Evaluation System for Chinese-Culture-Going-Global

在国际竞争的大背景下,建设一套科学、客观、可量化、可操作的中国文化走出去效果评估体系已经成为一项迫切的任务。国外学者和评估机构对中国文化走出去效果的评价存在较为明显的主观性,而国内这方面的研究也还刚刚开始。中国文化走出去效果评估的内容应当包括:国家主导的大型文化交流项目、文化对外投资和文化贸易、中国媒体的海外传播、中国传统文化和当代价值观的海外传播效果等。中国文化走出去效果评估体系的建立,应当遵循自主原则、创新原则和文化自信原则,从认知、态度与行为三阶段传播效果入手,构建整体评估框架,用中国文化国际市场竞争力、国际社会影响力和国际价值引导力构建评估指标体系。

In the context of international competition, it＇s imperative to construct a more scientific, objective, quanti- tative and operable system to evaluate the effect of Chinese-culture-going-global. The scholars and institutions abroad hold obviously more subjective views on the evaluation about the effect of Chinese-culture-going-global. Meanwhile, Chinese scholars and institutions have only recently begun to study the topic. An evaluation on the effect of Chinese-culture-going-global may include： the large-scale cultural exchange program initiated by government, the cultural investment abroad, the cultural goods and service trade, Chinese medium＇ s communication abroad, and the overseas spread of Chinese traditional culture and modem values. The principles of self-independence, innovativeness and cultural self-consciousness should be followed to construct an evaluation system on the effect of Chinese-culture-going-global. Moreover, the construction of an integral framework of the effect evaluation system should be based on the phases of recognition, attitude and behavior. Likewise, the establishment of the index system of effect evaluation should also be guided by the factors such as market competitiveness, social influence and value attraction.