本文選題：中國文化 + 對外傳播��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：璀璨的中國文化胸襟博大,海納百川,因兼收并蓄而豐富多彩,因博采眾長而經(jīng)久不衰,通過文化對外傳播,足跡遍及全球,影響深遠,為提高國家軟實力奠定了堅實的基礎(chǔ)。然而,當前的中國文化對外傳播也面臨著諸多問題,如西方文化的強勢入侵、對外文化傳播模式和途徑的不足,國內(nèi)政治經(jīng)濟等歷史因素的制約等等,使得中國文化對外傳播能力的提高困難重重。在此背景下,本文從中中國對外文化傳播的現(xiàn)狀、傳播機制、傳播過程等進行梳理分析,認為缺乏有效的受眾分析是我國對外文化傳播急需突破瓶頸之一,因而在總結(jié)現(xiàn)有不足和他國經(jīng)驗的基礎(chǔ)上,從受眾接受角度提出優(yōu)化與推進我國文化對外傳播能力的策略。本文認為受眾是中國文化對外傳播的核心,主要表現(xiàn)在受眾需求是中國文化對外傳播的前提,受眾分析是提高中國文化對外傳播針對性的基礎(chǔ),受眾反饋是衡量中國文化對外傳播力實效性的標準。然而,因為受到我國保守傳統(tǒng)交流理念的影響,以及國際受眾調(diào)查難度大等諸多原因,我國的文化對外傳播策略上一直存在傳播主體定位不明,傳播內(nèi)容選擇,傳播形式以及傳播渠道上未能滿足受眾需求,忽視受眾反饋等問題,導(dǎo)致我國很多的優(yōu)秀文化內(nèi)容未能很好的走出國門,得到國際認同,甚至被他國受眾所誤解和排斥。為改變這一現(xiàn)狀,提升我國的文化對外傳播力,本文認為加強受眾分析是關(guān)鍵,因此本文構(gòu)建出以受眾為中心,強調(diào)各傳播要素之間聯(lián)系的6R文化對外傳播模式圖,主要包括以下三個方面,一是中國文化對外傳播過程,如傳播者,傳播渠道,傳播內(nèi)容選擇等;二是影響受眾對他國文化認知的多方因素,如文化訴求,文化背景和個性特征差異等;三是受眾接受他國文化的心理過程,如從知曉到認知,再到選擇、記憶,最后化為行動等。并在此基礎(chǔ)上對不同的受眾類型進行劃分,提出的三種可供參考的劃分標準,分別是根據(jù)受眾對傳播者的重要程度;受眾對傳播主體及其所在國家的態(tài)度;受眾接受行為的發(fā)展過程。接著,本文借鑒總結(jié)了他國對外文化傳播中的受眾分析應(yīng)用,主要包括以流行文化迎合受眾接受心理,全方位整合傳播拓寬受眾接觸面,新媒體覆蓋網(wǎng)絡(luò)受眾媒介接觸習(xí)慣,以精英文化影響各國中堅力量。最后,本文在前人研究基礎(chǔ)上建構(gòu)出強調(diào)受眾的文化對外傳播機制,并據(jù)此提出優(yōu)化我國文化對外傳播能力的建議,包括以受眾分析為依據(jù)的雙方互動策略,以受眾需要為標準的內(nèi)容選擇策略,以受眾接受心理為參照的形式創(chuàng)新策略,以拓寬受眾接觸面為目標的渠道整合策略。
[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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G125;G206

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