在华德国文化中介机构新媒体外交实践与策略——基于歌德学院(北京)微信公众号的分析  

German Cultural Intermediaries’Cultural Diplomacy Practices and Strategies on Chinese New Media Platforms--The WeChat public account of the Goethe-Institut(Beijing)as an example

作　　者：陈思甜 臧颖蕾 田栩莹 CHEN Si-Tian;ZANG Ying-Lei;TIAN Xu-Ying(School of Journalism&Communication,Shanghai International Studies University,Shanghai 200000,China;University of Duisburg-Essen,Germany;School of Journalism&New Media,Xi’an Jiaotong University,Shaanxi Xi’an 710000,China)

机构地区：[1]上海外国语大学新闻传播学院,上海200000 [2]德国杜伊斯堡·埃森大学,德国 [3]西安交通大学新闻与新媒体学院,陕西西安710000

出　　处：《长江师范学院学报》2023年第4期65-76,共12页Journal of Yangtze Normal University

基　　金：上海市哲学社会科学规划项目“上海建设卓越的全球城市的跨文化战略研究”(2018BCK009)。

摘　　要：德国通过“事权分离”的方法保证文化外交的高效执行:外交部作为对外政策官方领导机构掌握决策权,同时将具体的执行交予文化中介机构。本文以北京德国文化中心·歌德学院运营的公众号的内容为研究对象,通过德国在华文化中介机构的文化外交实践透视其文化外交策略,将质性和量化研究方法结合,并且融合语言学与跨文化传播的学科视角。研究表明,文化中介机构的外交策略呈现出偏向性、多元性、互动性以及独立性的特点。本文的研究结果同时也可以为中国自身的文化机构提供一种审视与反思的路径。In Germany,the efficiency of cultural diplomacy is ensured by the“separation of powers”approach:The Ministry of Foreign Affairs,as the official lead agency for foreign policy,holds the decision-making power while leaving the concrete im⁃plementation to cultural intermediaries.This paper aims to explore Germany’s cultural diplomacy strategies in China by analyz⁃ing the content of the public account operated by one of its main institutions in China,the German Cultural Center Beijing-Goethe-Institute.It combines qualitative and quantitative research methods and integrates the disciplinary perspectives of lin⁃guistics and intercultural communication.Our findings suggest that Germany’s cultural diplomacy strategies are characterized by preference,pluralism,interaction and individualism.These findings can also provide an optimizing path for China's cultural in⁃stitutions.

关 键 词：文化外交 歌德学院 文化中介机构 语言机构 跨文化传播 

分 类 号：G113[文化科学]