数字叙事视域下地方文化国际传播路径——以闽商文化为例

A Study on the Path of International Communication of Regional Culture in the Perspective of Digital Narrative: A Case Study of Fujian Business Culture

数字叙事是新时代国际传播的重要路径,不仅能为闽商文化的国际传播提供有效载体,也能为闽商文化的推广提供新视角。通过梳理闽商文化的国际传播历史与现状,发现当前闽商文化国际传播中存在的问题包括:社交媒体国际传播主动性有待增强、数字叙事渠道需进一步扩张、数字叙事内容文化接口亟需优化、数字叙事话语风格交互性不足等。据此提出了以“可能世界”为框架,以“第三空间”为内涵的国际传播数字叙事理念,对闽商文化国际传播进行创新设计与实践探索。从构建互动型多模态闽商文化“可能世界”以及培育基于共同价值的闽商文化国际传播“第三空间”两个维度出发,提供了提升闽商文化国际传播效能的数字叙事路径。

Digital narrative is an important path for international communication in the new era,which can not only provide an effective vehicle for the international communication of Fujian Business culture,but also provide a new perspective for the cultural promotion online.Through the combination of the history and status quo of the international communication of Fujian Business culture,some problems present themselves in the process in the field of number of digital narrative platforms,digital narrative content,and digital narrative discourse style.Therefore,this paper applies a digital narrative concept in international communication with the framework of"Possible Worlds"and"Third space"as its connotation,and conducts innovative design and practical exploration of the international communication of Fujian Business culture.From the perspective of"Re-centredness"of the"Possible worlds"and the dynamic expansion of the"Third space",the paper explores and proposes effective digital narrative methods to enhance the efficiency of international communication of Fujian Business culture.