语言国际形象的内涵特征、构成要素、生成机制及提升策略

The Characteristics,Components,Generative Mechanism and Enhancement Strategies of Language International Image

良好的语言国际形象能为语言的学习和使用营造有利的心理环境,促进语言的国际传播。语言国际形象是人们在媒介和个体认知的影响下对某一语言经由国际传播后的总体评价和印象,兼具主观性和客观性、稳定性和变动性、具象性和抽象性的特征。参照品牌形象理论中的贝尔模型,语言国际形象由语言自身形象、母语国形象、使用者形象三个子形象构成,且每个子形象可分为硬性形象和软性形象。其生成机制包括形象规划、形象传播和形象生成三个过程。提升国际语言形象需优化形象源像元素,形成多主体建构网络,打造多元化传播媒介,构建分众化传播体系。

A good international image of a language creates a favorable psychological environment for language learning and use, and promotes the international spread of the language. The international image of a language is people s overall evaluation and impression of a language after international communication under the influence of media and individual cognition, which is both subjective and objective, stable and changeable, concrete and abstract. Referring to the Biel model in brand image theory, the international image of a language consists of three sub-images: the image of the language itself, the image of the native country and the image of the users, and each sub-image can be divided into hard image and soft image;its generation mechanism includes three processes: the image planning, the image communication and the image generation. To enhance the international language image, it is necessary to optimize the image source elements, form a multi-subject construction network, create a diversified communication media, and build a niche communication system.