新世纪电视纪录片塑造国家形象策略与方法研究

发布时间：2018-02-26 19:24

本文关键词： 电视纪录片国家形象策略方法　出处：《扬州大学》2014年硕士论文　论文类型：学位论文

【摘要】：国家综合实力的考量已经由传统的硬实力领域转向软实力领域。国家形象作为软实力的一个重要组成部分,开始受到各国政府和学者的重视,国家形象的塑造成为全球化背景下各国面临的共同话题。李普曼的“拟态环境”理论表明了信息环境对受众的认知和行为的影响较之以往的任何时期都更为深刻,因此在某种程度上可以说中国国家形象是国内媒体和国际媒体博弈的结果,同时也间接的说明了国家形象可以塑造并且需要塑造。纪录片兼具大众传媒的受众广泛和传播便捷的特性及电视、新闻等主要的大众传媒所不具有的非虚构、跨文化、跨语言传播的优势。尤其是当前国际话语权被西方牢牢把控的大背景下,纪录片需要而且有必要承担起对外文化输出和塑造国家形象的媒体责任和使命,为中国“国家形象”的公关发挥一定的作用。本文选取了2000-2012年间获得国内国外重要奖项的国产纪录片作为研究样本,样本共计82部。在此基础上,对新世纪以来纪录片塑造国家形象的现状进行了分析,认为当前国产纪录片对中国国家形象的塑造进入到有效时期,无论是其创作理念、叙事方式还是表达手法都显现出了与国际接轨的趋势,2011年1月1日创建的央视纪录频道在推动国产纪录片对外文化输出方面发挥了重要作用。认为纪录片对外文化输出取得一定成效的同时也存在一定的困惑,主要有：1.纪录片题材的选择有所偏颇2.国产纪录片忽视海外观众的收视习惯和审美情趣而笼统对外输出,这造成了“文化折扣”的存在。3.国内对外传播渠道的辐射力、传播力和影响力较低,尚不能挑战国际强势媒体,国际话语权的争夺依然十分严峻。4、国内纪录片市场化、专业化程度偏低。本文认为应该采取的策略有：1.对受众需求进行调研,并将其与国家形象的定位结合起来进行创作,将中国形象、中国主题、中国文化、中国价值观等寄托在具体真实的中国人、中国事、中国物中。2.采用国际化的创作理念和叙事策略,打造能够“讲好中国故事”的精品纪录片。3.积极开展市场化营销。4.采用问卷调查、访谈等诸多方式方法对海外受众展开后期调研,坚决杜绝纪录片“文化输出”之后不管不顾的单向度思维。采取的方法有：1.国内纪录片的创作应追求题材的国际化,勿再以表现“老弱边穷”等作为选材的重点。2.国产纪录片要重视“中国题材、海外式编导”的创作方式,对电视纪录片进行跨文化的重新编码。3.充分整合当前国内纪录片对外传播渠道,并积极开拓新渠道,力求最有效化的塑造中国国家形象。4.推动纪录片市场化、专业化进程。期望通过本文对国家形象的“自塑”研究提供一定的参考和启示。
[Abstract]:The consideration of national comprehensive power has shifted from the traditional field of hard power to the field of soft power. As an important part of soft power, the national image has begun to receive the attention of governments and scholars of various countries. The shaping of national image has become a common topic facing all countries under the background of globalization. Lippman's "pseudo environment" theory shows that the information environment has a more profound impact on the audience's cognition and behavior than at any time in the past. Therefore, to some extent, it can be said that China's national image is the result of a game between domestic and international media. At the same time, it also indirectly shows that the national image can be shaped and needs to be molded. Documentary films have the characteristics of wide audience and convenient dissemination of mass media, as well as non-fiction and cross-cultural characteristics that major mass media, such as television and news, do not have. The advantages of cross-language communication. Especially under the background that the international discourse rights are firmly controlled by the West, documentaries need and need to undertake the responsibility and mission of the media to export foreign culture and shape the image of the country. For China's "national image" public relations play a certain role. In this paper, 82 domestic documentaries from 2000 to 2012 were selected as the research samples. On this basis, the status quo of documentaries shaping the national image since the new century was analyzed. It is believed that the current domestic documentary film has entered an effective period in shaping China's national image, regardless of its creative concept. Both narrative and expression methods have shown a trend of international convergence. The CCTV documentary channel established in January 1st 2011 has played an important role in promoting the foreign cultural export of domestic documentaries. It is considered that documentaries play an important role in foreign languages. At the same time, there is also a certain confusion in the output. The main ones are: 1.The choice of the subject matter of the documentary is biased 2.The domestic documentaries ignore the viewing habits and aesthetic tastes of overseas audiences and export them abroad in a general manner, which results in the existence of "cultural discount" .3. the radiating power of the domestic and foreign channels of communication. The communication power and influence are low, which can not challenge the international powerful media, the international discourse right scramble is still very austere, domestic documentary is market-oriented, the degree of specialization is on the low side. The strategies that should be adopted in this paper are: 1. To investigate the needs of the audience, and to combine them with the orientation of the national image to create the Chinese image, the Chinese theme, the Chinese culture, Chinese values are based on the actual Chinese, Chinese affairs, and Chinese things. 2. Adopting international creative ideas and narrative strategies. Create a fine documentary that can "tell a good story of China" .3. actively develop market-oriented marketing .4.Use questionnaire surveys, interviews and other methods to carry out later research on overseas audiences. Firmly put an end to documentary "cultural output" after regardless of the single-dimensional thinking. The methods adopted include: 1.The creation of domestic documentaries should pursue the internationalization of the subject matter, and no longer regard the expression of "old, weak, and poor" as the focus of the selection. 2. the domestic documentaries should attach importance to the creative methods of "Chinese theme, overseas editing and directing". Reencode TV documentaries across cultures. 3. fully integrate the current domestic documentary communication channels and actively open up new channels, and strive to most effectively shape the national image of China .4. promote the process of marketization and specialization of documentaries. The author expects to provide some reference and inspiration for the study of national image.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J952;G206

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