媒介化时代文化艺术对外传播塑造国家形象的维度与策略——基于社交媒体受众评价的内容分析  

Dimensions and Strategies in Shaping the National Image by External Communication of Culture and Art in the Era of Mediatization:A Content Analysis Based on Social Media Audience Evaluation

作　　者：张慧喆[1] Zhang Huizhe

机构地区：[1]中国传媒大学艺术研究院

出　　处：《艺术传播研究》2024年第3期59-70,共12页Journal of Art Communication

摘　　要：文化艺术对外传播是塑造国家形象的重要手段,其施为作用主要发生在国家形象塑造的规范维度和审美维度两个层面。增强中华文明传播力影响力的战略部署和全面媒介化的时代背景为文化艺术的对外传播策略和国家形象塑造策略提出了新的要求。作为世界上唯一没有中断而发展至今的文明,中国的国家形象实际上是国家形象与文明形象的综合,传统文化和现代文明的互融与更新塑造着当下的中国国家形象。媒介化时代则要求跨文化传播全面关注个体认知和公共话语、地方性文化和全球化语境的关系。通过对海外社交媒体上的受众评价进行爬梳和内容分析,结合以上多重维度,可以提出一个在媒介化时代通过文化艺术塑造中国国家形象的综合性模型。The external communication of culture and art is an important means of shaping the national image.Its role mainly occurs at two levels:the normative dimension and the aesthetic dimension in shaping the national image.The strategic deployment to enhance the influence of the communication of Chinese civilization and the era background of comprehensive media have put forward new requirements for the external communication strategy of culture and art and the strategy of shaping national image.As the only civilization in the world that has developed without interruption to this day,China’s national image is actually a combination of national image and civilization image.The integration and updating of traditional culture and modern civilization shape the current image of China.The era of media requires cross-cultural communication to comprehensively focus on the relationship between individual cognition and public discourse,local culture and the context of globalization.The article proposes a comprehensive model for shaping China’s national image through cultural and artistic means in the media era by combing and analyzing audience evaluations on overseas social media,and combining the above multiple dimensions.

关 键 词：文化艺术对外传播 国家形象 社交媒体 内容分析 

分 类 号：G206[文化科学—传播学] G125