国家文化软实力视阈下中国文化国际传播策略探析

Study on International Communication Strategies of Chinese Cultures from the Perspectiveof National Cultural SoftPower

中国文化的国际化传播是提升我国文化软实力与应对西方国家文化扩张的重要途径。如何有效地进行文化的国际化传播和推广,是当前的重要研究方向。基于哈罗德拉斯韦尔的5W传播模式理论,对中国文化的传播策略展开系统性探究。研究认为,在传播主体方面,应注重隐化政府主体的作用,倡导多方主体并举以及国际合作;在传播内容方面,应注重文化的调适性、大众文化的先导性和传统文化的当代价值性;在传播媒介方面,应重视传统媒体与新媒体的有机融合,形成立体化传播媒介体系。本研究对于中国文化的国际传播与软实力提升的路径选择具有重要参考价值。

To spread Chinese culture around the world is an important way to build national cultural soft power of China and counter the culture expansion of west countries.How to carry out effective and efficient international communication is an important area of current study.The study systematically explored the international communication strategies from three aspects on the basis of 5 W models proposed by Harold Lasswell.It came to the conclusion that,(a)in terms of subject,great importance should be attached to the invisible role of government and multi-subjects and international cooperation should be promoted;(b)as the content is concerned,stress should be put on mass culture as the forerunner of communication and contemporary value of traditional culture;(c)regarding the media,focus should be on the integration of traditional media and new media as well as the building of a three-dimensional media system.The study is supposed to be of referential value for the route selection of cultural output and the construction of soft power for China.