中国形象的“他塑”:“洋网红”对海外受众认知、情感和行为的影响——基于YouTube视频受众评论的分析  

Chinese Image Built by Others:Effects of Western Social Media Influencers on Cognition,Emotion and Behavior of Overseas Audiences:A Research of Audience Comments Based on YouTube Videos

作　　者：赵永华[1,2] 廖婧 窦书棋 Zhao Yonghua;Liao Jing;Dou Shuqi(Renmin University of China)

机构地区：[1]中国人民大学新闻与社会发展研究中心 [2]中国人民大学新闻学院,北京100872

出　　处：《新闻与传播评论》2024年第2期93-105,共13页Journalism & Communication Review

基　　金：国家社会科学基金重大项目(16ZDA217);中国人民大学新闻学院创新团队项目(2022XWTD011)。

摘　　要：“洋网红”在海外讲述中国故事的现象日益引起关注,他们具备讲述中国故事的“主体间性”,被认为是中国形象“他塑”的组成部分,能够为中国故事的国际传播提供新的可能性。“洋网红”主要使用YouTube平台发布视频,受众观看视频后的评论则直接反映“洋网红”讲述中国故事的传播效果。通过对视频内容和受众评论的分析,发现“洋网红”视频使受众在认知层面产生符号的交融,一定程度上能避免东方主义,改善海外受众对华的刻板印象;在情感层面,对于与社会问题、时事相关的视频,受众容易对视频内容和制作动机产生“对抗式解读”,而对于语言搞笑类、美食文化类视频,受众则基于共通情感实现对话;观看视频后,受众在评论区联结成基于“趣缘”的“微社群”,在互动中对视频内容进行延展,产生了学习中文或游览中国等线下行动意向。作为跨文化的讲述者,“洋网红”拥有双重文化背景和文化身份,具有较为显著且区别于中国本土传播者的优势,可以弱化信息生产者和接收者在意识形态和文化背景方面存在的错位,有效帮助海外受众降低文化折扣、消除认知偏差和误解,对中国形象建构有着较好的“他塑”作用。但与此同时,“洋网红”的特殊身份也具有一定风险,因而需要对其生产的内容进行适度引导和把关。Chinese stories told by western social media influencers attracted increasing attention.West-ern social media influencers have intersubjectivity in telling the story of China and play an important part on national image.They mainly use YouTube platform to release videos,and the comments of audience after watching the videos directly reflect the communication effect.This paper selects six western social media in-fluencers who told Chinese stories on YouTube,five themes of videos and comments of overseas audience as examples,exploring the communication effect from cognition,emotion and behavior aspects.It is found that in cognition aspect,videos made by western social media influencers make audience have a blending of sys-tems,which could avoid Orientalism and change stereotype of overseas audiences on China to some extent.In emotion aspect,it is easy to have confrontational interpretations of audiences in videos related to social problems and current affairs,while for videos related to language,food and culture,audiences tend to have empathy based on common feelings.After watching the videos,overseas audience condense into micro com-munities in comment area,and they may extend the video content by chatting with each other online,even take specific actions such as offline learning and sightseeing.As cross-cultural narrator,western social media influencers have significant advantages because of their dual cultural background and cultural identity.They can weaken the dislocation of information producers and receivers in terms of ideology and cultural background,help overseas audiences reduce cultural discounts,eliminate cognitive bias and misunderstand-ing,and even build a better Chinese image.At the same time,the special status of western social media in-fluencers also have certain risks,so it is necessary to properly guide and check the contents of their produc-tion.

关 键 词：“洋网红” 海外受众 中国形象 传播效果 

分 类 号：G206[文化科学—传播学]