硬传播和软传播相结合:关于中国国家形象传播问题的思考  

Combining Hard and Soft Communication:Thoughts on the Communication of China’s National Image

作　　者：蒋卓然 苏克军[2] JIANG Zhuoran;SU Kejun(Changchun University of Science and Technology,Changchun Jilin 130022,China;Jilin University,Changchun Jilin 130012,China)

机构地区：[1]长春理工大学,吉林长春130022 [2]吉林大学,吉林长春130012

出　　处：《吉林省教育学院学报》2020年第12期131-134,共4页Journal of Jilin Provincial Institute of Education

摘　　要：在全球化时代中国的国家形象传播中,过度地刻意地强调对国家形象的宣传,结果会事与愿违,传播效果也往往适得其反。在许多情况下,不传播的传播,才是最好的传播。器物、人、制度与观念构成一个完整的国家形象传播系统,因为经济基础决定上政治文化,所以其中器物的传播是主导性、决定性的。国家形象传播应该遵循无为而为,硬传播和软传播相结合的自然传播之道,要注意顺势而为,提防逆反心理,让事实自然说话,重视民众的自发传播。In the national image communication of China in the era of globalization,excessive and deliberate emphasis on the publicity of national image will backfire,and the communication effect is often counterproductive.In many cases,non-communication is the best communication.Implements,people,systems and concepts constitute a complete national image communication system,because the economic basis determines the political culture,so the implements’communication is dominant and decisive.National image communication should follow the natural communication path of doing nothing and combining hard communication with soft communication.We should pay attention to the trend,guard against the rebellious mentality,let the facts speak naturally and attach importance to the spontaneous communication of the public.

关 键 词：国家形象 传播 全球化 

分 类 号：D642[政治法律—政治学]