视觉说服与国家形象建构——对外传播中的视听新话语

发布时间：2018-05-10 20:03

本文选题：视觉说服 + 国家形象　；参考：《新闻与写作》2017年08期

【摘要】：对外传播的目标是输出价值观、交流中华文化、传播政治主张,最终实现赢得人心、鼓舞人心。视听话语的"解码共通性"和"传播共情性"更有利于打动人心,达成共识!本文认为开创对外传播的新境界需要用"视听话语"来主导,视听话语无论是在"视觉说服"还是在"国家形象建构"方面都深具感染力。视听语言与新媒体的结合可以将传播的"情感卷入"最大限度地释放,而对外传播中所涉及的无论是"视觉说服"还是国家形象建构,"情感卷入"、情感引流、情感共鸣都是破题之核心所在。因此,从某种意义而言,未来对外传播的新境界,取决于视听话语新媒体化、社交化、微平台传播化到达的新境界。此外,本文还提出了满足对象国受众形象期待、提升对外传播同情力、传播内容注重情感卷入、自塑他塑与塑己塑他等四个方面的国家形象建构策略。
[Abstract]:The goal of external communication is to export values, to exchange Chinese culture, to spread political opinions, and finally to win people's hearts and inspire people. "Decoding commonality" and "spreading empathy" of audio-visual discourse are more conducive to moving the people and reaching a consensus! This paper holds that to create a new realm of external communication, audiovisual discourse should be used as the leading factor, both in "visual persuasion" and "national image construction". The combination of audiovisual language and new media can release the "emotional involvement" of communication to the maximum extent, while what is involved in external communication is "visual persuasion" or national image construction, "emotional involvement", and emotional drainage. Emotional resonance is the core of the problem. Therefore, in a sense, the new realm of external communication in the future depends on the new realm of new media, social and microplatform communication of audiovisual discourse. In addition, this paper also puts forward four national image construction strategies, which are to satisfy the audience image expectation of the target country, to enhance the external communication sympathy power, to pay attention to the emotional involvement in the communication content, and to self-model and shape the national image.
【作者单位】：中国人民大学新闻学院;
【分类号】：G206

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