以效能为导向:文明互鉴视域下春节文化的国际传播新进路

Efficiency-Oriented:A New Path for International Communication of Spring Festival Culture from the Perspective of Mutual Learning Across Civilizations

当前,国际传播工作体现出从传播者视角到受众视角转变的必然趋势。这就意味着,国际传播工作的目标要从做好内容,落实到受众的认知与行动的改变之上。春节是中华民族的传统大节,做好春节文化的国际传播是在文明互鉴视域下携手共建人类命运共同体、向世人展示中华民族优秀传统与良好品质的重要窗口。有鉴于此,以2024年春节文化的国际传播实践为例,分析春节的国际传播新进路,并提出提升国际传播效能的具体建议与对策。

Currently,international communication is showing an inevitable trend of shifting from the perspec⁃tive of communicators to the perspective of audiences.This means that the goal of international communication work should shift from improving content to implementing changes in audience cognition and action.The Spring Festival is a traditional festival of the Chinese nation,and promoting the international dissemination of Spring Festi⁃val culture is an important window for us to work together in building a community with a shared future for mankind and showcase the excellent traditions and good qualities of the Chinese nation to the world from the perspective of mutual learning of civilizations.In view of this,this study takes the international communication practice of the 2024 Spring Festival culture as an example,analyzes the new paths of international communication during the Spring Festival,and proposes specific suggestions and countermeasures to improve the effectiveness of interna⁃tional communication.