新秩序背景下我国文化“走出去”的逆接受效果分析  

An Analysis of the Adverse Acceptance Effect of Chinese Culture“Going out”under the Background of the New Order

作　　者：李怀亮[1] 刘冰冰 Li Huailiang;Liu Bingbing

机构地区：[1]中国传媒大学人类命运共同体研究院 [2]中国传媒大学经济与管理学院

出　　处：《中国文化研究》2021年第2期63-71,共9页Chinese Culture Research

摘　　要：当今世界正面临百年未有之大变局,中国将如何影响后疫情时代的世界秩序成为国际社会热议的话题。西方社会,特别是美国国内一些人出于对中国的忌惮宣扬中国威胁论、中国崩溃论、修昔底德陷阱论等观点。在这一背景下,旨在沟通中国与世界的中国文化"走出去"活动遭遇到逆接受效果,即中国文化活动在海外遭遇的认知曲解、态度敌对和行为排斥;聚焦中美,主要表现为美国政客攻击性言论的频现、国家级敌视态度的发布以及敌对行为的实施;而受众前构性知识的差异、故意对抗性解码、传者传播方式的不当是引发逆接受效果的重要原因。基于此,中国应建立双元化话语体系应对无意曲解、以"合作+抗争"应对故意打压、以受众为核心优化传播方式。Nowadays,the world is facing unprecedented changes in a hundred years.How will China influence the world order in the post-epidemic era?It has become a hot topic in the international community.Out of fear of China,some people in western society,especially in the United States,propagate the views of China threat theory,China collapse theory,Thucydides trap theory,etc.In this context,the Chinese cultural"going out"activities aimed at communicating China with the world have encountered the adverse acceptance effect,which contains the cognitive misinterpretation,hostile attitude and behavioral exclusion of Chinese cultural activities overseas.Focusing on China and the United States,the reverse acceptance effect is mainly manifested in the frequent occurrence of aggressive speech by American politicians,the release of national hostile attitudes and the implementation of hostile acts.However,the difference of the audience’s pre-construction knowledge,the deliberate antagonistic decoding and the improper mode of communication at the sender’s side are the important reasons for the negative reception effect.Therefore,China should establish a dual discourse system to deal with unintentional misinterpretation,"cooperation add resistance"to deal with intentional suppression,and optimize the mode of communication with the audience as the core.

关 键 词：中美关系 文化“走出去” 逆接受 

分 类 号：D81[政治法律—国际关系]