华人形象塑造与中国文化软实力建构——以解析东方主义为视角

The Image of Chinese and the Construction of China's Cultural Soft Power—— in the Perspective of Analysis of Orientalism

回顾东方主义影响下的华人形象发展,可分析中国文化软实力目前的发展状态;再从跨文化交际和话语分析的角度出发,采用霍夫斯泰德的文化维度框架、以姚明入驻名人堂的演讲为例,提出跨文化话语策略。在话语实践中诉诸文化价值观是促进相互理解的有效方式,能协助构建中西方社会受众都接受的客观准确的华人形象,间接提升中国文化软实力。

Aiming to remove the effect of Orientalism on the image of Chinese and promote the self-projection of Chinese image for the purpose of enhancing the Chinese cultural soft power,the study reflects on Chinese image under the effect of Orientalism and analyses the current situation of Chinese cultural soft power.It adopts Geert Hofstede’s Cultural Dimensions and takes Yao Ming’s Hall of Fame Speech to put forward the intercultural discourse strategies,from the perspective of intercultural communication and discourse analysis.It is proposed that the appealing to cultural values in discourse is an effective pathway to better mutual understanding and thus,help construct an objective and accurate Chinese image which can both be accepted in Chinese and Western societies and indirectly enhancing Chinese cultural soft power.