新媒体时代中华优秀传统文化对外传播策略研究——以BBC纪录片《杜甫:中国最伟大的诗人》为例

Research on the External Transmission Strategy of Chinese Traditional Culture in New Media Age——Taking Du Fu: the Greatest Poet in China as an Example

新媒体时代的到来加速了中华优秀传统文化的传播,但文化对外传播仍然面临着三大问题:中国媒体以何种方式传播文化、西方受众以何种程度接受文化、对外传播的文化又以何种效果呈现。BBC纪录片《杜甫:中国最伟大的诗人》(2020年)在海内外均受到热烈反响,是中华优秀传统文化对外传播的成功案例,也为三大问题的解决提供了新思路。该文以该纪录片为例,从视觉文化、“他者”视域、格式塔翻译理论3个角度,多维度剖析中华优秀传统文化依靠新媒体传播过程中的影响因子,为中华优秀传统文化走出国门策略的未来发展提供了新的建议。

Although the arrival of the new media age has accelerated the external transmission of Chinese traditional culture, the transmission is still faced with three problems: how to spread the culture for Chinese media;how to accept the culture for western people;how to present Chinese culture in the transmission. The BBC documentary Du Fu: the Greatest Poet in China(2020) prevailed at home and abroad. It is a classic example in the external transmission of Chinese culture which can spark new ideas in the research of the external transmission strategies. The article will analyse factors in the transmission by new media from three aspects: visual culture, "the other", gestalt translation, with this documentary as an example, so as to provide new suggestions for the future of Chinse culture external transmission.