国际语言传播机构转型:角色重塑与策略调整  

Transformation of International Language Promotion Institutions:Role Transformation and Strategic Adjustment

作　　者：方小兵 FANG Xiaobing(School of Liberal Arts,Nanjing University,Nanjing 210023,China)

机构地区：[1]南京大学文学院/中国语言战略研究中心,南京210023

出　　处：《云南师范大学学报（对外汉语教学与研究版）》2024年第5期63-73,共11页Journal of Yunnan Normal University(Teaching & Studying Chinese as a Foreign Language Edition)

基　　金：教育部语合中心重点项目“世界主要语言文化推广机构线上教学的实践与启示”(22YH55B);国家语委2022年度重大项目“新文科背景下的语言学学科建设研究”(ZDA145-7);国家语委2023年度科研项目“联合国语言政策80年演进与启示”(ZDI145-89)。

摘　　要：国际语言传播机构正经历角色重塑与传播策略调整的系列转型,反映出机构在全球化背景下的新定位及其对新技术、新市场需求的响应。具体而言,在角色定位方面,机构正逐步从单一的语言标准推广者演变为多元化的语言服务提供者,从传统的语言教育者拓展为文化阐释者,以及从话语权争夺者转型为国际合作推动者。在传播策略上,机构开始从域外传播调整为注重本地化传播,从非营利性传播转向商业化传播,从单渠道传播调整为多渠道传播。这些变化背后的驱动因素包括全球化导致的跨文化交际需求激增、数字技术快速迭代催生的传播模式转型、商业化运作带来的机构效益提升和自主性增强。展望未来,此类机构将朝着融媒体、数字化、精准化和公司化传播的方向发展。International language promotion institutions are undergoing a series of role transformations and language promotion strategy adjustments,reflecting their new role in the context of globalization and their response to new technologies and market demands.Specifically,in terms of role definition,these institutions are undergoing a transformation from the promoters of language standards to the providers of multidimensional language services,from traditional language educators to cultural interpreters,and from contenders for discoursive power to promoters for international cooperation.In terms of the language promotion strategy,these institutions have experienced a shift from extraterritorial to localized dissemination,adopted commercial rather than purely non-profit dissemination methods,and made adjustment from single-channel to multi-channel language spread.The driving factors behind these changes include the surge in demand for cross-cultural communication caused by globalization,the transformation of communication models driven by the rapid iteration of digital technology,and the improvement of institutional efficiency and autonomy brought about by commercial operations.In the future,these institutions will develop towards integrated media,digitization,precision,and corporate communication.

关 键 词：国际语言传播机构 角色定位 传播策略 数字化 精准传播 

分 类 号：H195[语言文字—汉语]