雄安新区全球形象传播的文化话语研究

Cultural Discourse Studies of Xiongan New Area’s Global Image Communication

传统的话语研究是站在西方的学术立场,采用二元对立分析方法展开的,忽略了话语的文化不平等性和差异性。文化话语研究将话语分析的重点转向话语的文化性和历史性,并且为当代中国的话语分析提供了新的研究方向。雄安新区全球形象传播话语具有大格局和高站位,重点突出了新区的发展前景和规划,但却忽略了新区的本土特色和历史传承。因此,为了更好地宣传新区形象,雄安新区全球形象传播的话语特色应该立足本土、放眼世界,重视历史传承和文化创新。

Traditional discourse studies ignored the cultural inequality and difference among varied discourses by taking a western academic stand and a dual analytical method.Cultural Discourse Studies focus on the cultural and historical sides of discourse analysis,which opens a new world for current Chinese discourse analysis.The current Xiongan New Area’s global image communication aims at the big picture focusing on future prospects while ignoring the local and traditional heritage.Therefore,the discourse features of Xiongan New Area’s global image communication should integrate the local into the global,and relate tradition to renovation so as to better present the global image of the New Area.