以受众为中心的对外文化传播策略研究

发布时间：2018-04-29 22:21

本文选题：中国文化 + 对外传播　；参考：《湖南大学》2015年硕士论文

【摘要】：璀璨的中国文化胸襟博大,海纳百川,因兼收并蓄而丰富多彩,因博采众长而经久不衰,通过文化对外传播,足迹遍及全球,影响深远,为提高国家软实力奠定了坚实的基础。然而,当前的中国文化对外传播也面临着诸多问题,如西方文化的强势入侵、对外文化传播模式和途径的不足,国内政治经济等历史因素的制约等等,使得中国文化对外传播能力的提高困难重重。在此背景下,本文从中中国对外文化传播的现状、传播机制、传播过程等进行梳理分析,认为缺乏有效的受众分析是我国对外文化传播急需突破瓶颈之一,因而在总结现有不足和他国经验的基础上,从受众接受角度提出优化与推进我国文化对外传播能力的策略。本文认为受众是中国文化对外传播的核心,主要表现在受众需求是中国文化对外传播的前提,受众分析是提高中国文化对外传播针对性的基础,受众反馈是衡量中国文化对外传播力实效性的标准。然而,因为受到我国保守传统交流理念的影响,以及国际受众调查难度大等诸多原因,我国的文化对外传播策略上一直存在传播主体定位不明,传播内容选择,传播形式以及传播渠道上未能满足受众需求,忽视受众反馈等问题,导致我国很多的优秀文化内容未能很好的走出国门,得到国际认同,甚至被他国受众所误解和排斥。为改变这一现状,提升我国的文化对外传播力,本文认为加强受众分析是关键,因此本文构建出以受众为中心,强调各传播要素之间联系的6R文化对外传播模式图,主要包括以下三个方面,一是中国文化对外传播过程,如传播者,传播渠道,传播内容选择等;二是影响受众对他国文化认知的多方因素,如文化诉求,文化背景和个性特征差异等;三是受众接受他国文化的心理过程,如从知晓到认知,再到选择、记忆,最后化为行动等。并在此基础上对不同的受众类型进行划分,提出的三种可供参考的划分标准,分别是根据受众对传播者的重要程度;受众对传播主体及其所在国家的态度;受众接受行为的发展过程。接着,本文借鉴总结了他国对外文化传播中的受众分析应用,主要包括以流行文化迎合受众接受心理,全方位整合传播拓宽受众接触面,新媒体覆盖网络受众媒介接触习惯,以精英文化影响各国中坚力量。最后,本文在前人研究基础上建构出强调受众的文化对外传播机制,并据此提出优化我国文化对外传播能力的建议,包括以受众分析为依据的双方互动策略,以受众需要为标准的内容选择策略,以受众接受心理为参照的形式创新策略,以拓宽受众接触面为目标的渠道整合策略。
[Abstract]:Bright Chinese culture broad-mindedness, including all rivers, because of eclectic and colorful, because of the extensive and enduring, through the spread of culture, the footprint throughout the world, far-reaching, for improving the soft power of the country laid a solid foundation. However, the current Chinese cultural communication abroad also faces many problems, such as the strong invasion of western culture, the shortage of the mode and approach of foreign cultural communication, the restriction of historical factors such as domestic politics and economy, etc. It is difficult to improve the ability of Chinese culture to spread abroad. In this context, this paper analyzes the present situation, communication mechanism and communication process of Chinese and Chinese foreign cultural communication, and points out that the lack of effective audience analysis is one of the bottlenecks of our country's foreign cultural communication. Therefore, on the basis of summing up the existing shortcomings and other countries' experiences, this paper puts forward the strategies to optimize and promote the ability of Chinese culture to spread abroad from the perspective of audience acceptance. This paper holds that audience is the core of Chinese cultural communication, which is mainly manifested in the premise of Chinese cultural communication, and the analysis of audience is the basis of improving the pertinence of Chinese culture. Audience feedback is the standard to measure the effectiveness of Chinese culture. However, due to the influence of our conservative traditional communication concept and the difficulty of international audience investigation, there is always a lack of orientation of the communication subject and choice of the communication content in our country's cultural communication strategy. The form of communication and communication channels fail to meet the needs of the audience, ignoring the audience feedback and other problems, resulting in a lot of excellent cultural content in our country has not been very good to go abroad, international recognition, and even by other countries by the audience misunderstanding and exclusion. In order to change the present situation and enhance the external communication power of Chinese culture, this paper thinks that it is the key to strengthen the audience analysis, so this paper constructs a 6R cultural communication mode map with the audience as the center and emphasizing the connection between the various communication elements. It mainly includes the following three aspects: first, the process of spreading Chinese culture to the outside, such as communicator, channel, content selection, etc; second, the factors that affect the audience's cognition of other countries' culture, such as cultural appeal, etc. The third is the psychological process of the audience accepting the cultures of other countries, such as from knowledge to cognition, then to choice, memory, and finally to action. On this basis, the different types of audience are divided, and three criteria for reference are put forward, which are based on the importance of the audience to the communicator, the attitude of the audience to the main body of communication and the country in which they live. The development process of audience acceptance behavior. Then, this paper summarizes the audience analysis and application in the foreign cultural communication of other countries, mainly including pandering to the acceptance psychology of the audience with popular culture, broadening the audience's contact with the comprehensive integration communication, and covering the media contact habit of the network audience with the new media. The elite culture influences the backbone of every country. Finally, on the basis of previous studies, this paper constructs a cultural communication mechanism that emphasizes the audience, and then puts forward some suggestions to optimize the ability of cultural communication, including the interactive strategies based on audience analysis. The content selection strategy is based on the needs of the audience, the formal innovation strategy is based on the acceptance psychology of the audience, and the channel integration strategy is aimed at broadening the audience contact area.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G125;G206

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