区域形象的话语修辞建构与对外传播——以“好客山东”形象为例  

Discursively and Rhetorically Constructed Provincial Image of “Friendly Shandong” and Its International Communication

作　　者：鞠玉梅[1] Ju Yumei

机构地区：[1]曲阜师范大学外国语学院

出　　处：《新媒体与社会》2020年第1期344-362,共19页New Media and Society

基　　金：国家社科基金项目“对比修辞学视阈下的二语写作及其能力标准研究”(编号:15BYY074)。

摘　　要：本文以山东省打造"好客山东"这一品牌区域形象的话语修辞构建为例,探究区域形象的话语修辞构建与对外传播问题。研究以英文网络媒体话语为语料,运用基于语料库的话语与修辞分析相结合的方法,对比中外网络媒体话语所构建的山东形象的异同,评估中方对外传播话语的修辞效力,并试图给出相应的对策建议。研究发现,中外网络媒体话语所构建的山东形象总体上是积极的,但两者的侧重点不同,中方以文化尤其是儒家文化为中心构建山东的正面形象,外方以更加多元化的视角构建山东形象,涉及面更广,其中不乏负面消极形象。中方网络话语的对外传播效力总体来看有利于加强外界对山东的接受与认可,但在传播内容和方式及其有效使用上尚需进一步努力,以提高修辞效果,达到对外传播的目的。This research makes a case study of the image of"Friendly Shandong"with the purpose of exploring the discursive and rhetorical construction of provincial image and evaluating its effectiveness in international communication.The data of the study were drawn from the English media from the internet.The research method is corpus-based discourse and rhetoric integrated analysis.The purpose of the study is to make a comparative analysis of the image of"Friendly Shandong"respectively constructed by China and other countries.Meanwhile,the effectiveness of international communication by the Chinese media is also evaluated and suggestions for improvement are given.The results of the study showed that the overall image of Shandong is positive by both parties,but there are also differences in focus.While the Chinese media focus more on culture,especially the Confucian culture to construct a positive Shandong image,media of the other countries construct a more diversified Shandong with more aspects of society included and among them some are negative.Generally speaking,the Chinese media are effective in constructing the image of Shandong,which fosters its acceptableness in the world,but it still needs to be improved concerning the content and method of communication so as to achieve its purpose of international communication.

关 键 词：“好客山东” 区域形象 话语修辞建构 对外传播 

分 类 号：G206[文化科学—传播学]