后冷战时期美国对外文化新宣传路径分析

An Analysis of the New Path of American Foreign Cultural Publicity in the Post Cold War Period

后冷战时期,约瑟夫·奈提出的“软实力”成为国家实力的重要表现。美国的对外宣传开始以文化为主阵地,采用更加隐秘的宣传方式。无论是新闻媒体产品还是好莱坞电影,以及海外交流项目,等等,都成为了美国软实力的象征,亦是美国对外文化新宣传的重要载体,在这些文化产品中呈现出来的美式生活方式、美国的价值观以及资本主义的意识形态完成了海外抵达,其传播过程虽然缓慢,但传播效果却极其显著,在潜移默化中深深地刻入他国民众的思维中。虽然看不到“宣传”,但是长久地浸润在这样的美国式生活和文化氛围中,他国不明真相的民众对美国自然会充满好感,心向往之。至此,美国的文化新宣传也在悄无声息中取得了预期的效果,完成对美国意识形态的全球营销。

In the post Cold War period,Joseph Nye’s“soft power”has become an important manifestation of national strength.American foreign publicity began to focus on culture and adopt more secret publicity methods.News media products,Hollywood films and overseas exchange projects have become a symbol of American soft power and an important carrier for the new publicity of American foreign culture.The American lifestyle,American values and capitalist ideology presented in these cultural products have completed their overseas arrival,although the communication process is slow,the communication effect is extremely significant,which is deeply engraved in the thinking of other countries’people.Although there is no“publicity”,but the people in other countries who do not know the truth have been infiltrated in such an American life and cultural atmosphere for a long time,and they will naturally be full of good feelings and yearn for the United States.So far,the new cultural publicity of the United States has also achieved the expected results quietly,and completed the global marketing of American ideology.