As a developing Non-profit Organization （NPO） system for the learning and diffusion of Chinese language and culture around the globe, the Confucius Institute network is becoming more and more important for China＇s ...As a developing Non-profit Organization （NPO） system for the learning and diffusion of Chinese language and culture around the globe, the Confucius Institute network is becoming more and more important for China＇s presence and influence in a diversified arena of world cultures. While this network is being enlarged and improved with the Chinese govemment＇s persistent backing, it is, however, recognized that the influence and efficiency of the institutes are still limited. It might not be essential whether people come primarily as serious language learners, but necessarily, the platform has to be attractive enough for a considerable proportion of users to stick on, making the Confucius Institute System a sustainable cultural service provider. Within the background of information society, the Intemet, mobile service, digital broadcasting, and other types of new media would act as an important effort to help Confucius Institutes to improve the capabilities of interacting with users, offering users with abundant media-rich content, and minimizing users＇ inconvenience by enhancing users＇ experience, lowering travel and time cost, and easily providing multi-lingual support. In this paper, we take the platform of Confucius Institute Online （http：//www.chinese.cn, the official Intemet portal of the Confucius Institute network） as a case of actuality to analyze how the Confucius Institute system could utilize the communication capability of new media to enrich, enlarge, and enhance the diffusion of Chinese culture and language. Advantages and deficiencies of the planning, design, and layout of the portal＇s functionality and views are presented, upon which a number of strategic suggestions are raised, for the sake of further improvement of Confucius Institute＇s efficiency in cultural diffusion and sustainable development.展开更多
文摘As a developing Non-profit Organization （NPO） system for the learning and diffusion of Chinese language and culture around the globe, the Confucius Institute network is becoming more and more important for China＇s presence and influence in a diversified arena of world cultures. While this network is being enlarged and improved with the Chinese govemment＇s persistent backing, it is, however, recognized that the influence and efficiency of the institutes are still limited. It might not be essential whether people come primarily as serious language learners, but necessarily, the platform has to be attractive enough for a considerable proportion of users to stick on, making the Confucius Institute System a sustainable cultural service provider. Within the background of information society, the Intemet, mobile service, digital broadcasting, and other types of new media would act as an important effort to help Confucius Institutes to improve the capabilities of interacting with users, offering users with abundant media-rich content, and minimizing users＇ inconvenience by enhancing users＇ experience, lowering travel and time cost, and easily providing multi-lingual support. In this paper, we take the platform of Confucius Institute Online （http：//www.chinese.cn, the official Intemet portal of the Confucius Institute network） as a case of actuality to analyze how the Confucius Institute system could utilize the communication capability of new media to enrich, enlarge, and enhance the diffusion of Chinese culture and language. Advantages and deficiencies of the planning, design, and layout of the portal＇s functionality and views are presented, upon which a number of strategic suggestions are raised, for the sake of further improvement of Confucius Institute＇s efficiency in cultural diffusion and sustainable development.
