中国文学"走出去"优选策略及其实现路径的SWOT矩阵研究--文化传播视角

A SWOT Matrix Study of Preferred Strategy and Paths about"Going Global"of Chinese Literature

鉴于新的历史时期中国文化在对外传播中面临的复杂语境,学界对中国文学“走出去”的策略研究需要开拓视野和创新理念。作为一个在各学科领域被广泛使用的策略分析工具,SWOT分析模型即态势分析法主要通过整合芜杂的诸多影响因素而构建出四个发展战略,并依据其权重与影响力选择其中的最优解。本研究以该模型为分析框架,从内部优势、外部机会、内部劣势和外部威胁四个维度,对于助力和阻碍中国文学对外传播的关联要素,以系统性视角进行策略性的整合思考与归纳分析。SWOT模型以其出色的结构化和系统性有效地考察了各要素间的相互制约关系以及张力,从而对中国文学“走出去”的译介模式及其优选路径做出研判,认为“WO”战略是能最大化利用传播机遇的扭转型战略,该战略提示我们应积极转变内部劣势,迎合外部机遇,方能实现各种资源得到有效利用的“杠杆效应”,提升中国文学“走出去”的效力。

In view of the complex environment revolving around Chinese culture’s “Going Global” in the new historical period, the relevant strategic researches need a broadened vision as well as innovative ideas. As a strategy analysis tool widely used in various disciplines, SWOT model, namely the situational analysis method, aims to establish four strategies through systematic integration of numerous factors, the optimal solution is then selected on account of analysis on weight and influence. SWOT can inductively analyze from four dimensions the essential elements that help and hinder the spread of Chinese literature: internal strengths, external opportunities, internal weaknesses, and external threats. This model effectively scrutinizes the mutual constraints and tension among the factors with its remarkable structuring systematicness before the most preferred strategy is concluded. The WO strategy can maximize the utilization of opportunities, suggesting the demand to achieve “leverage effect” by volunteering to reverse the weaknesses and by perfectly taking advantage of domestic and foreign resources, therefore rendering a service to improve the effectiveness of off-domain spread of Chinese literature.