摘要
文化形象是文化强国的国际外显,其生成是一个自塑与他塑、自解与他读的互动过程。西方的中国文化形象在国际上起主导作用,而中国文化形象在西方的传播正遭遇壁垒。通过考察"西方文化圈"中九个主流国家形象/声誉榜单的文化评估指标,建构出西方视域下的文化形象评价指标体系,涵盖5个一级指标、14个二级指标、59个三级指标。通过梳理中国及西方文化强国在各二级指标上的最新得分与表现,对文化形象的二级指标排名做多维可视化处理,分析中国文化形象的优势与不足。其中,不足之处在于:我国在文化交流、文化氛围、流行文化上的总体表现欠佳;与第一大经济体美国相比,我国在国际文化品牌力、媒体国际影响力、国际留学吸引力、旅游观光竞争力上落后;与东亚近邻日韩相比,我国在文化氛围和社会文化潮流上的得分低。基于此,提出"文化形象建构-传播-反馈"的理论模式,强调文化形象的建设与优化是一个系统而漫长的修炼历程,需在八个层面形成合力,重点加强对外文化交流与传播。
Cultural image is the international manifestation of a cultural power,and its creation is an interactive process of self-shaping and other-shaping,self-interpretation and other-mirroring.The West’s Chinese cultural image plays a leading role in the world,and the dissemination of Chinese cultural image in the West is facing barriers.By investigating the cultural evaluation indicators of nine mainstream image/reputation rankings of the"Western cultural circle"from 2008 to 2020,this study critically constructs an index system of cultural image evaluation from the Western perspective,covering 5 primary indicators,14 secondary indicators and 59 tertiary indicators.By comparing the latest performance of China and Western cultural powers in each secondary index,this study uses Python 3.6,Matplotlib toolkit,and Min-max normalization method to make multi-dimensional visualization of cultural indicator rankings,and analyze the advantages and disadvantages of Chinese cultural image.Among them,there are disadvantages.First,there is an imbalance between traditional cultural heritage and modern popular culture in international communication,which leads to"the rest on past achievements".Second,the construction of urban culture attaches importance to functional value but ignores the inheritance of humanistic spirits,and the construction of international cultural brand also lags behind the Western cultural powers.Third,international cultural exchanges lack"cosmopolitanism",and Chinese cultural atmosphere is questioned.Thus,the cross-cultural journey of"wall-breaking"has a long way to go.Based on this,this paper raises the theoretical model of"cultural image construction,communication and feedback",emphasizing that the construction and optimization of cultural image is a systematic and long process,which needs to form a joint force from eight levels and to strengthen international cultural exchange and communication particularly.
作者
王敏
李雨
Wang Min;Li Yu(Wuhan University)
出处
《新闻与传播评论》
CSSCI
2022年第2期114-128,共15页
Journalism & Communication Review
基金
国家社会科学基金重大项目(20&ZD315)。
关键词
文化形象
指标体系
对外传播
中国故事
文化“出海”
cultural image
index system
international communication
story of China
culture"going abroad"
