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中华文化是人类历史上最古老的文化之一,它绵延五千多年而仍具生命活力,在世界上有着独特的地位。经济的快速发展,综合国力的增强,国际地位的提高,使中国成为国际舞台上的一个亮点,世界比以往任何时候都需要了解中国的发展以及中国的文化。这就迫切需要我们良好的对外传播。传播学研究认为,传播效果直接取决于受众的认知。对外传播作为一种跨文化传播,面对的信息接受者生活在不同的政治社会制度下,具有不同的意识形态和文化背景,使用不同的语言……这些客观事实都增加了我们对外传播的难度。由于我国一直以来在国际传播中的声音较弱,又受到许多传统的、现实的成见或曲解的影响,外国人对中国并不了解,或者说了解很少。面对这样的现状,国人应该做些什么?传媒应该如何找到自己的定位?本文将从树立文化品牌的角度对此进行分析和探讨。
Chinese culture is one of the oldest cultures in human history. It stretches for more than 5,000 years and is still alive and energetic. It has a unique position in the world. The rapid economic development, the enhancement of overall national strength and the improvement of international status have made China a bright spot in the international arena. The world needs to understand China’s development and Chinese culture more than ever. This urgently needs our good external communication. Communication studies believe that the direct effect of communication depends on the audience’s awareness. External communication As a kind of intercultural communication, faced information recipients live in different political and social systems, have different ideological and cultural backgrounds and use different languages ... These objective facts have increased the difficulty of our external communication . As China has always been in a weaker voice in international communications and influenced by many traditional and realistic prejudices or misunderstandings, foreigners do not understand or understand very little about China. In the face of such a situation, what should Chinese people do and how should the media find its own position? This article will analyze and discuss this from the perspective of establishing a cultural brand.