试论公共外交背景下国家品牌构建路径  

Nation Branding in the Context of Public Diplomacy

作　　者：聂书江[1,2] 张仕勇[3] 

机构地区：[1]银川市社会科学界联合会 [2]中国人民大学新闻学院 [3]河南师范大学文学院

出　　处：《国际新闻界》2013年第10期77-88,共12页Chinese Journal of Journalism & Communication

摘　　要：在当今开放的全球化世界里,国家品牌是一个国家健康、快速发展的巨大推动力,对于中国而言,如何传递自己的民族性格,提升国家软实力,用国际上通用的表达方式讲述中国的故事已经成为对外传播的核心议题之一。本文认为,构建国家品牌是提升国家形象,增强软实力的有效路径。本文首先梳理国家品牌概念,然后分析宣传时代的国际传播状态,最后提出我国国家品牌的构建路径。In the modem era of globalization a positive national brand is a big driving force for a nation to pursue healthy and steady development. For China, how to transfer its national character, enhance its soft power and tell its stories in the world arena has become one of the core issues in the external communication. This paper argues that nation branding is an effective way to improve the national image and enhance soft power. It firstly explains the concept of nation branding in detail, analyzes the intemational communication in the era of propaganda, and finally recommends the approach to construct China＇s national brand.

关 键 词：国家 品牌 软实力 公共外交 对外传播 

分 类 号：G206[文化科学—传播学]