意义共同体:中国品牌国际传播中的“故事介入”与社群建构  

Community of Meaning:"Story Intervention"and Community Construction in the International Communication of Chinese Brands

作　　者：蒋诗萍 Jiang Shiping(Department of Journalism,Shanghai University of Finance and Economics)

机构地区：[1]上海财经大学新闻系

出　　处：《符号与传媒》2023年第2期138-149,共12页Signs & Media

基　　金：国家社科基金后期资助项目“中国品牌的文化符号学研究(22FXWB031)”中期成果;中国国家留学基金资助(202106485004)。

摘　　要：面对纷繁复杂的国际环境,中国品牌国际传播面临着共同体话语转向。启蒙运动及现代性转型导致共同体的衰落,而传播是重建新型社群关系的突破口,这使得共同体的连接可以依靠文化符号的共享意义来建构。根据皮尔斯关于解释项与社群的理论,中国品牌的国际传播是要生产介入中国故事的品牌符号再现,将其置于社群,国际消费者基于对品牌利益的维护聚集成一个社群部落,并积极参与品牌符号文本的阐释,与传者一起,完成对中国品牌意义共同体的建构。In a complicated international environment,the international communication of Chinese brands is facing a shift in the discourse of community.The Enlightenment and the transformation to modernity led to the decline of community,and communication is the key to rebuilding a new type of community relationship with connections constructed through the shared meaning of cultural signs.According to Piercean theory on the relationship between interpretants and community,the international communication of Chinese brands involves the production of brand sign representations intervening in Chinese stories and then placing these signs in communities.Driven by the maintenance of brand interests,international consumers gather into a community/tribe and actively participate in the interpretation of the brand signs,thus working together with the communicators to construct a community of meaning for Chinese brands.

关 键 词：中国品牌 国际传播 共同解释项 虚拟品牌社群 

分 类 号：G206[文化科学—传播学]