平成时代日本文化海外输出战略的特点及其启示

Characteristics and Implications of the Japanese Culture Exportation Strategies in the Heisei Era

平成时代日本在经济步入萧条、国际形象亟需改善的背景下提出了“文化立国”及“文化外交”理念,以此为契机大力推行本土文化的海外输出。本文首先分析了平成时代日本文化海外输出的社会背景,再从相关法律法规、代表性战略项目和以动漫为例的具体传播策略三个层面展开,由宏观到微观深入解析日本推行文化海外输出的各方举措。随后,总结日本在扩大文化国际影响力、创造经济效益、提升国际形象三方面所取得的成效,提炼出日本在平成时代相对于其他时代,对比其他国家,在文化海外输出方面所呈现出来的特点。最后针对日本的成功经验,提出中国在国家文化输出过程中的实践策略。

In the era of the Heisei when Japan’s economy was in a depression and its international image was in a urgent need of improvement, Japanese govment put forward the concepts of "cultural nation" and "cultural diplomacy" as an opportunity to vigorously promote the overseas export of local culture. This article first analyzes the social background of the overseas export of Japanese culture in the Heisei era, and then proceeds from three levels of relevant laws and regulations, representative strategic projects, and specific communication strategies using animation as an example. From macro to micro, it analyzes in depth the implementation of Japanese overseas cultural export. Various initiatives. Then, it summarizes Japan’s achievements in expanding the international influence of culture, creating economic benefits, and improving its international image. Refined the characteristics of Japan’s export of culture in the Heisei era compared to other times and compared to other countries. Finally, based on Japan’s successful experience, it puts forward China’s practical strategies in the export of national culture.