地方与国家的“合奏”:中国文化符号海外传播突围路径

The Local and National"Ensemble':The Breakthrough Paths for the Overseas Communication of Chinese Cultural Symbols

中国文化在“走出去”的战略背景下正在以不同方式“出海”,在国际传播格局中以自塑的形式构建可信、可爱、可敬的国家形象。中国文化符号传播一直以来重视古代文化符号和全国性文化符号的呈现,但在针对国外民众的调研中发现,其对于中国文化符号的认知度和好感度仍有较大的提升空间,这就需要对丰富多彩的中国文化符号进行选择与重组。在全球化社交平台盛行的当下,地方性、具象化、生活化的文化符号更易于被理解和接受。因此,既具有传统文化内涵又富有当代意蕴的地方文化符号的传播能量不断释放出来。文章从符号学和国家形象理论入手,提炼既有国家和民族传统文化内涵,同时兼具地方特色的文化符号,在角色定位、传播系统调适、传播内容和方式上进行规划设计,满足国外民众对于中国当代真实生活和具象化文化体验的需求,以此丰富和发展中国文化符号体系。在地方与国家的互动中,以可见、可亲、可感的多元一体的文化传播推动中国文化在国际上的感召力和影响力进一步提升。

Against the strategic background of"going out",Chinese culture is going global"in different ways.In the international communication pattern,Chinese culture is"self-shaping"to build a credible,lovely and respectable national image.In the communication of Chinese cultural symbols,emphasis has always been placed on the presentation of ancient cultural symbols and national cultural symbols.However,it is found,in the investigation of overseas participants,that there is still a large room for improvement in the recognition and favorable rating of Chinese cultural symbols,which requires the selection and reorganization of the colorful Chinese cultural symbols.With the prevalence of global social platforms,local,concrete and life-oriented cultural symbols are easier to be understood and accepted.Therefore,the communication energy of local cultural symbols with both traditional cultural connotation and contemporary connotation is constantly being released.Starting with semiotics and the theory of national image,the paper extracts the existing national and traditional cultural connotations and symbols with local characteristics,and makes planning and designing in terms of role positioning,communication system adjustment,communication content and methods,so as to meet the needs of overseas audience to experience the real life of contemporary China and the concrete cultural elements,so as to enrich and develop the system of Chinese cultural symbols.In the interaction between local and national,we will further enhance the appeal and influence of Chinese culture in the world through visible,amiable and perceptible multiintegrated cultural communication.