古典修辞学视域下的中国抗疫形象建构研究

Building China’s Anti-epidemic Images from the Perspective of Classical Rhetoric

中国抗疫形象建构是中国对外传播的重要环节。在古典修辞学视域下,以湖北保卫战期间《纽约时报》中文网和《人民日报》(海外版)刊发的文本为研究对象,采取内容分析与定量研究相结合的方法,旨在揭示西方"污名化"中国的事实,解析中国抗疫形象的基本特征,探讨抗疫形象建构的说服策略。研究表明,中国抗疫形象建构有三种策略:伦理策略——中国媒体以权威性和作者队伍的良好信誉赢得受众信任;情理策略——使用中性偏积极的词语,在保持新闻客观性的基础上,以正面情绪和共情效应打动受众;论理策略——以事实依据和逻辑论证说服受众,为"去污名化"行动提供路径,有助于提升中国国家形象和国际影响力。

The building of China’s image in the fight against novel coronavirus epidemic is an important part of its international communication.This paper uses the news articles as the research objects published by the New York Times(Chinese Edition)and the People’s Daily(Overseas Edition)during the Hubei Defense War against Novel Coronavirus Epidemic in the early spring of 2020,and adopts the method of combining content analysis and quantitative research to reveal the stigmatization of China by the West media from the perspective of classical rhetoric.It analyzes the basic characteristics of the China’s image in its combats against novel coronavirus epidemic to explore the persuasive strategies for the construction of its anti-epidemic image.Research shows that three strategies are used in building up China’s anti-epidemic image.Firstly,at the ethical level,the Chinese media has won the trust of the target readers with its authority and the good reputation of the journalists.Secondly,at the level of emotion and reason,the Chinese media impress and touch the target readers with positive emotions and empathy effects using neutral and positive words while maintaining the objectivity and reality of the news.Thirdly,at the theoretical and argumentative level,the Chinese media use factual basis and logical argumentation to convince the target readers,working out a path for the"de-stigmatization"action,thus helping enhance China’s national image and international influence.