走向“全球南方”:文化出海与国际传播效能提升  

Towards the“Global South”:Cultural Export and the Improvement of International Communication Efficiency

作　　者：徐剑 李晨 Xu Jian;Li Chen(Shanghai Jiao Tong University,Shanghai 200240,China)

机构地区：[1]上海交通大学媒体与传播学院,上海200240 [2]南方科技大学全球城市文明典范研究院

出　　处：《学术论坛》2025年第1期138-148,共11页Academic Forum

基　　金：南方科技大学全球城市文明典范研究院开放性课题“城市叙事的全球传播效果评价与创新策略研究”(IGUC24B001)。

摘　　要：文化出海已成为提升一国国际传播效能的重要渠道。在世界百年未有之大变局加速演进的背景下,国际传播秩序在传播区域、信源、渠道、内容和受众五大层面发生着深刻的变革,转向“全球南方”已成为应对当下国际传播秩序变革的重要趋势,并为中国文化的对外传播创造了新的空间。当前,中国文化对外传播在受众、载体和区域等层面呈现积极的发展态势,三者加速整合并转化为文化出海“南方转向”的增量资源。同时,中国文化在实际出海过程中面临文化折扣困境、营商环境困境、政策支持结构资源失衡等引发的传播效果偏差现实问题。基于此,需关注“全球南方”文化特点和区域需求,在实践中凸显市场力量,结合目标地受众精准构筑数字产业识别,加速推进中国数字文化扬帆出海,进而提升国际传播效能和中华文化全球影响力。Cultural export has emerged as a critical channel for enhancing international communication efficiency.Against the backdrop of the accelerating changes unseen in a century globally,profound transformations are occurring across five dimensions of international communication order:dissemination regions,sources,channels,content,and audiences.The shift towards the“Global South”has emerged as a crucial trend in response to the ongoing reshaping of international communication order,creating new spaces for the external dissemination of Chinese culture.Currently,Chinese cultural export exhibits promising developments in terms of audience,carrier,and regional outreach,with these three elements accelerating their integration into an incrementally valuable“Southern Turn”for cultural export.However,practical challenges persist,including issues of cultural discount,unfavorable business environments,and imbalanced policy support structures that affect communication effect.Based on this,the study points out that it is necessary to pay attention to the cultural characteristics and regional needs of the“Global South”,highlight market forces in practice,accurately build digital industry identification in combination with the target audience,accelerate the promotion of Chinese digital culture to sail to the sea,and then improve the international communication efficiency and global influence of Chinese culture.

关 键 词：国际传播 文化出海 全球南方 数字文化产业 传播秩序 

分 类 号：G206[文化科学—传播学] D820[政治法律—政治学]