“看”中国:作为“他者”的国家形象建构——基于Facebook“中国文化”系列短片的文本分析

Observing China: Construction of the National Image as “the Other” ——Based on text analysis of Facebook’s “Chinese Culture” Video Series

文化是运用“柔性”力量塑造国家形象的重要途径。基于《中国日报》在Facebook主页上发布的“中国文化”系列短片,分析了“他者”在主题、创作角度、叙事风格、人物、音乐、字幕等视频视听说元素上的策略运用,同时统计分析了用户的积极情绪词与消极情绪词,结合播放量、点赞、分享、评论来衡量视频传播效果。研究发现:通过视频中中国文化符号呈现以及视频本身的视听说分析,隐藏于媒介符号之下的国家形象轮廓逐渐显现,外国青年以主我身份创作的短片建构出了文化历史悠久、地域辽阔;民族文化繁荣、丰满有活力;和平发展、注重相依相生;文化融合与文明冲突的现代化国家等四种中国国家形象。从传播效果来看,陌生的“他者”视角呈现的中国国家形象更亲切、丰满、有活力。

With soft power,culture is the significant way to shape the national image.Based on the short video series Chinese culture posted by China Daily on Facebook,this paper analyzes the strategies of the Other applied on the themes,perspective,characters,music,captions and other visual and acoustic video elements,and statistically analyzes the positive and negative emotional words of users and measures the communication effect of these videos combining with the amount of plays,thumbs,shares and comments.This paper finds out that from the presentation of Chinese culture symbols and the analysis of pictures,sounds,and vice-overs,the outline national image concealed under the media symbols gradually comes out.The short videos created by the foreign youths as the identity of I construct four national images of China:with a long cultural history and vast territory;with prosperous,abundant and vigorous national cultures;an ideal of peaceful development and mutual reinforcement;with cultural integration and clash of civilizations.The communication effect shows that the national image presented from the perspective of the alien Other is more cordial,abundant and vigorous.