受众本位视域下的汉语言文化国际传播方略研析

An Analysis of International Communication Strategy of Chinese Language and Culture from the Perspective of Audience Standard

汉语言文化国际传播的“受众国家或地区”可分为“汉字文化圈”与“非汉字文化圈”两大领域,可根据不同领域的“受众”具有的不同特质制定相应的传播策略。对于“汉字文化圈”内的受众,宜将其本土文化中的汉文化元素进行研究提取,进行相应的文化辩证及宣传引导。对“非汉字文化圈”的受众,汉语言文化国际传播应考虑到受众所面对的国际文化市场竞争,重视当地语言文化与汉语言文化的差异以及受众的接受及认知能力。

The "audience countries or regions" of the international communication of Chinese language and culture can be divided into "Chinese Character Culture Circle" and "Non-Chinese Character Culture Circle", and corresponding communication strategies are formulated according to the different characteristics of the "audience" in different fields. For the audiences in the "Chinese Character Culture Circle", it is advisable to study and extract the elements of Chinese culture in their native culture, and conduct corresponding cultural dialectics and publicity and guidance. For the audience of "Non-Chinese Character Cultural Circle", the international communication of Chinese language and culture should take into account the international cultural market competition faced by the audience, and pay attention to the differences between local language culture and Chinese language culture, as well as the acceptance and cognitive ability of the audience.