国际传播视角下中国出版“走出去”现状及路径研究  

The Status Quo and Way Forward for China’s Publishing"Going Global"from the Perspective of International Communication

作　　者：马利芳[1] 王佳航[2] MA Li-fang;WANG Jia-hang(School of Business Foreign Languages,Shanxi University of Finance and Economics,Taiyuan 030006,China;School of Journalism and Communication,China University of Political Science and Law,Beijing 100088,China)

机构地区：[1]山西财经大学经贸外语学院,山西太原030006 [2]中国政法大学新闻传播学院,北京100088

出　　处：《编辑之友》2021年第11期34-38,共5页Editorial Friend

摘　　要：出版"走出去"是中华文化对外传播的重要途径。文章从国际传播视角对目前出版"走出去"的现状和问题进行分析,就提高出版"走出去"的效果给出建议和解决办法。首先,关注国外目标受众的文化习惯和阅读喜好,精心策划选题;其次,注重翻译质量,在尊重原作原意的同时,做到翻译的国际化表达;最后,选择国外受众习惯使用的平台、渠道或方式进行图书推广。此外,还应加强对从业人员跨文化交际意识和能力的培养,充分发挥海外爱国华侨华人在对外出版中的作用。在文化自信的基础上,从目的语文化群体的需求出发,讲好中国故事,加快中国出版"走出去"的步伐。Publishing"going global"is critical to the spread of Chinese culture abroad.This paper analyzes the status quo and existing problems with publishing"going global"from the perspective of international communication,and provides suggestions and solutions on how to improve the effectiveness of publishing"going global"from three aspects.First,this research thinks that cultural habits and reading preferences of the foreign target audience should be taken into consideration when choosing topics.Second,the quality of translation should be emphasized,and the translation should be internationalized based on respecting the original intention.Finally,the platforms,channels or ways for book promotion that foreign target audience get used to should be chosen.In addition,it is necessary to strengthen the cultivation of inter-cultural communication awareness and the ability of related practitioners,and give full play to the role of patriotic overseas Chinese in publishing"going global".This research believes that as long as we truly consider the needs and wants of overseas target audience on the basis of cultural confidence,we will be able to tell Chinese stories better and greatly quicken the steps of Chinese publishing"going global".

关 键 词：出版产业 出版“走出去”现状 问题分析 新途径 

分 类 号：G230[文化科学]