符号叙述学视角下的孔子学院网络传播优化策略

The Optimization Strategy of Confucius Institute Internet Communication from the Perspective of Semio-narratology

孔子学院不仅是一个语言教育机构,也是实施中华文化“走出去”战略的重要平台。在符号叙述学相关理论观照下,通过对以官方网站和社交媒体为代表的孔子学院网络化传播过程进行重点考察,指出其在分层叙述时,存在底本与述本不明等问题,应该从记录类、演示类和意动类等三个方面做好孔子学院网络传播的多元叙述,不断提高传播效果,讲好中国故事,使其成为中国国家发展及文化自信的表征。

The Confucius Institute is not only a language education institution, but also an important platform for the implementation of the “going out” strategy of Chinese culture. Based on the relevant theories of semio-narratology, through the investigation of the Internet communication process of Confucius Institute represented by website and social media, this paper points out that there are some problems in the narrative levels, such as confusing fabula and sjuzhet. We should do a good job in the diversified narration of the Internet communication of Confucius Institute from three aspects, i.e. recorded, performative and conative, so as to continuously improve the communication effect and tell Chinese stories well and enhance our cultural confidence.