叙事修辞学视角下的外宣表达研究——以莫言获奖致辞为例

Narrative Theory Applied in the Publicity Expression——A Case Study of Mo Yan's Prize Speech

通过梳理分析叙事修辞理论的哲学内涵和"叙事理性",结合莫言获奖致辞文本,对外宣表达与叙事理论的契合性进行关联性的探索。文章提出,"讲故事的人"的哲学内涵和叙事理性可以很好地解决外宣表达的三大问题:"宣传味"浓重、为迎合受众"削足适履"、过度呈现"完美",并藉此提出"以我的故事叙述我的立场"的外宣表达总框架。

This paper aims at exploring the relevance between international publicity and narrative theory by combining the analysis of the philosophical connotation of narrative rhetoric and narrative rationality. The article finds that the ＂ storyteller＂ philosophical connotation and narrative rationality could contribute to solving three major problems of publicity： the strong tone of propaganda,too much inclination for the audience and a heavy stress on the presentation of perfection, and this paper, on the basis of Mo Yan＇s prize speech, contends that a new norm ＂Narrating My Position with My Story＂ may generates tangible benefits for the international communication. The paper holds that narrative paradigm helps to move a big step forward in the quest for updating the ways of publicity expressions, and getting out of international communication dilemma, finally, the poor effect of international communication could be solved.