互动仪式链视域下中华文化国际传播策略研究

Research on International Communication Strategy of Chinese Culture from the Perspective of Interactive Ritual Chain

互动仪式链理论主张从情感角度出发研究人类的传播行为,为中华文化国际传播研究提供了新视角。利用互动仪式链理论的场域共在、互动情境、关注焦点、情感共享等基本要素,构建中华文化国际传播互动仪式链模型,从认知、情感、行为三个层面进行路径分析。在认知层面要重点关注构建互动情境以促成认知体验,在情感层面要注重提炼精神标识以引发情感共鸣,在行为层面应激发情感能量以促成行为实践。本文从强化互联网思维、加强受众群体研究、发挥海外华侨华人的桥梁作用、加强现代文化传播、健全反馈机制等五个方面给出中华文化国际传播策略。

Interactive ritual chain theory studies human communication behavior from the perspective of emotion,which provides a new perspective for the study of international communication of Chinese culture.Based on the basic elements of interactive ritual chain theory,such as field coexistence,interactive situation,focus of attention,emotional sharing,this paper constructs the interactive ritual chain model of international communication of Chinese culture,and analyzes the path from three levels of cognition,emotion and behavior.At the cognitive level,emphasis should be placed on constructing interactive situations to promote cognitive experience;at the emotional level,emphasis should be placed on refining spiritual markers to trigger emotional resonance;at the behavioral level,emotional energy should be stimulated to promote behavioral practice.The strategies of international communication of Chinese culture are given from five aspects,i.e.,strengthening the Internet thinking,strengthening the study of audience groups,playing the role of bridge of overseas Chinese,strengthening the modern cultural communication,and improving the feedback mechanism.