异域的“脸谱”—美国媒体所形成之孔子学院与歌德学院刻板印象比较分析

发布时间：2018-11-07 14:45

【摘要】：孔子学院作为中国的语言文化推广机构,不仅致力于促进世界人民对中国语言、文化的了解,还成为了中国公共外交策略的新形式,肩负着增强中国文化软实力、提升中国国家形象的职责。美国媒体长久占据着西方媒体界最重要的地位,它的传播内容主导着世界舆论的走向,潜移默化地影响着普通民众对事物的态度甚至刻板印象的形成。随着孔子学院在美国的迅速发展,美国媒体对孔子学院日益关注,目前评价主要分为积极、中立和消极三类：支持者认同这是中国继硬实力强大后发展软实力的举措,对中国积极推动中西文化交流表示赞赏；中立者在理解中国发展软实力的同时对孔子学院及其未来会对美国教育、文化产生的影响持观望态度；反对者则担心孔子学院是中共的海外宣传、间谍机构,会对校园学术独立、自由造成消极影响。反观美国媒体对同样为语言文化推广机构的歌德学院的报道,则几乎清一色的积极态度。通过对比分析美国主流媒体(包括大众媒介和学术研究)对孔子学院和歌德学院的报道、研究,本文总结出造成两个学院不同刻板印象的主要原因是：一.美国人对孔子和歌德的不同看法；二.发展速度和规模；三.与本国政府的关系；四.办学模式——是否建立在校园中；五.美国对中、德两国软实力的看法。针对以上问题,本文对孔子学院未来的发展提出以下建议：一.明确要传播怎样的中国文化,加强建设“软实力“；二.放慢办学速度,“走出去”更要“留得下”；三.加强与当地文化的融合；四.淡化“官方”色彩,改变政府主导模式；五.逐渐转变办学模式,支持非政府机构办学,促进孔子学院向民间化、独立化发展。
[Abstract]:As the language and culture promotion organization of China, Confucius Institute is not only committed to promoting the understanding of Chinese language and culture among the world people, but also has become a new form of China's public diplomacy strategy, shouldering the responsibility of strengthening the soft power of Chinese culture. The duty of raising the image of China. The American media has long occupied the most important position in the western media. Its communication content dominates the trend of world public opinion and influences the attitude of ordinary people to things and even the formation of stereotype. With the rapid development of Confucius Institutes in the United States, the American media are paying more and more attention to Confucius Institutes. At present, the evaluation is divided into three categories: positive, neutral and negative: supporters agree that this is a move taken by China to develop soft power after strong hard power. Expresses its appreciation to China for actively promoting cultural exchanges between China and the West; While understanding China's development of soft power, the neutral takes a wait-and-see approach to the impact of Confucius Institutes and their future on American education and culture; Opponents worry that the Confucius Institute is the Communist Party's overseas propaganda, spy agencies, on the campus academic independence, the negative impact on freedom. On the other hand, American media reports of Goethe College, also a language and culture promotion agency, are almost exclusively positive. By comparing and analyzing the reports of Confucius Institute and Goethe Institute in American mainstream media (including mass media and academic research), this paper concludes that the main reasons for the different stereotypes of the two colleges are as follows: 1. Americans' different views on Confucius and Goethe. Speed and scale of development; III. Relations with the Government; IV. The mode of running a school-whether it is built on a campus; The US view of soft power between China and Germany. In view of the above problems, this paper puts forward the following suggestions for the future development of Confucius Institutes: 1. Clear to spread what kind of Chinese culture, strengthen the construction of "soft power"; 2. Slow down the speed of running a school, "go out" even more to "stay"; 3. Strengthen the integration with local culture; Downplay "official" color, change the mode of government leading; 5. Gradually change the mode of running a school, support non-governmental organizations, promote the Confucius Institute to the folk, independent development.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H195

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