中华文化国际传播效能提升的战略转向  

A Strategic Turn to Improve the Effectiveness of International Communication of Chinese Culture

作　　者：陈虹[1] 张文青 CHEN Hong;ZHANG Wen-qing

机构地区：[1]华东师范大学传播学院,上海200241

出　　处：《新闻大学》2024年第4期1-14,116,共15页Journalism Research

基　　金：国家社科基金重大项目“中国特色国际传播战略体系构建研究”(22ZDA087)。

摘　　要：在文明交流互鉴的时代语境下,不同文化之间的交往和碰撞导致中华文化的国际传播遇到了一定阻碍,战略传播成为解决矛盾和冲突的手段。为了完成从中华文化国际传播到国际战略传播的效能提升,应充分利用多元主体协商实现总体战略目标、多重叙事整合实现意义阐释、多链关系共建实现行动价值最大化的作用机制。该机制集中体现了三个维度的转向:战略思维的转向、战略叙事的转向以及战略行动的转向。在此基础上,研究尝试构建中华文化国际战略传播效能评估的指标体系。In the context of the exchange and mutual appreciation of civilizations,the international communication of Chinese culture has become more and more important,but the interaction and collision between different cultures have led to certain obstacles to the international communication of Chinese culture,and strategic communication has become a means to resolve conflicts and contradictions.In order to complete the ascension from international communication of Chinese culture to international strategic communication,we should make full use of the mechanism of"negotiation of multiple subjects to achieve the overall strategic goal,integration of multiple narratives to achieve meaning interpretation,and co-construction of multiple chains to maximize the value of action".This mechanism of action emphasizes three shifts:the shift in strategic thinking,the shift in strategic narrative,and the shift in strategic action,which means that the evaluation of international strategic communication of Chinese culture should expand its focus from effectiveness to efficiency.This paper attempts to construct an evaluation index system for the international strategic communication of Chinese culture in order to provide reference and guidance for the improvement of the effectiveness of international strategic communication of Chinese culture.

关 键 词：中华文化 战略传播转向 多元主体 多重叙事 多链关系 

分 类 号：G206[文化科学—传播学]