试论战后日本公共外交运作模式的演变

The Development of Japan’s Public Diplomacy Operation Mode in the Postwar Era

战后日本公共外交的运作模式经历了由基本运作模式向改良型运作模式的转变。在基本运作模式中,一国讯息由政府主导下的相关机构及人员发出,经对方国家的信息传播节点后抵达普通公众视野。这种方式在冷战结束后,越来越无法适应新的国际环境。动员更多的非政府行为体参与其中,构建跨国共同体网络,借助商业模式来传播本国的价值理念,以及将象征本国国家形象的组织嵌入对方基层社会之中,已成为冷战之后特别是21世纪以来日本公共外交运作模式进行改良的主要方向。通过在这些方向上的摸索,日本最终形成了“议程设置式公共外交”“商业模式公共外交”“嵌入式公共外交”三种改良型运作模式。虽然这些运作模式尚未完全成熟,且有些模式真正能在多大程度上影响别国政策还有待进一步检验,但其至少在国家形象的塑造上获得了成功,提升了别国民众对日本的好感度。

Japan’s public diplomacy operation mode has undergone changes from a basic operation mode to an improved one since the end of WWII.In the basic operation mode,information of a country is issued by governmental organizations and personnel and delivered to the public of other countries via the information transmission nodes in those countries,which has been not suitable to the new international environment since the end of Cold War.It becomes a trend,particular in Japan,for the public operational mode to mobilize more non-governmental actors to participate in the communication process in order to establish a transnational community,deliver its own value by business mode and build up its own national image in the societies of other countries.In the practice,Japan has established three improved modes of public diplomacy such as“agenda-setting public diplomacy”,“business mode public diplomacy”and“embedding public diplomacy”,which still need to be tested in practice but have gained some success in building up a positive image for Japan in the international community and improving the favorite impression among peoples of other countries.