我国对外传播跨文化策略探析

【作者】 欧阳云玲；

【导师】 欧阳友权； 车英；

【作者基本信息】 中南大学 ， 新闻学， 2005， 硕士

【摘要】 全球化所带来信息技术、交通运输的突飞猛进,瓦解了文化传播的边界和防护系统,使跨文化传播日益成为人们日常生活方式,并且这种传播方式日益从个人实际互动层面扩展到超地方的、非面对面的互动,即个人与媒介文本的意义解读层面。现代传媒的诸多特点已经进入当代文化的深层结构,使当代文化呈现出媒介化的特征。同时,现代传媒经文化传播的积淀,又成为独特的媒介文化。在21世纪,经由传媒散布的文化形式,其重要性已不亚于军事力量、交通工具以及经济。 新闻作为人类对客观事物的再现,在一定的文化圈成长,传承一定的文化,联系着各个文化圈,并在国际传播中代表一个国家和民族的文化形象。我国对外传播属于国际传播的一部分,它必须跨越文化边界,求得国际受众的接受与认可,以进一步形成有利于我国政策制定和外交活动的舆论环境。在全球化语境下,民族的认同、文化的冲突成为时代的热潮,中国新闻话语如若漠视文化传播的双向性诉求与文化障碍,一方面将导致我国对外传播“传而不通”,文化形象被西方媒体一手把持和塑造,对文化障碍的漠视甚至将进一步引发国际间纠纷;另一方面,民族文化的主体性和独特性受到削弱,不利于海外华人华侨的身份认同,影响华人文化圈的整体利益。 我国对外传播要顺利进行跨文化传播,须重视受众的主体性地位,传者要与作为特定文化中人(people—in—culture)的受众进行跨文化“对话”,这不仅仅是大众媒介对话意识的回归,也是全球化背景下时代的必然要求。按照巴赫金的对话理论,文本的解读过程是解读者和文本之间交互作用的体现,而不是一种文化文本单向度影响文化受众的过程。文本意义的结构模式说到底是受者与传者意义层次螺旋上升的对话模式。只有传者创造“对话”的空间,认识到不同受众的文化诉求与不同文化中人的文化差异,才能有意识的进行调整策略,使文本的解读效果:达到最大化。 我国对外传播媒体跨文化对话意识的缺乏,既是历史的痼疾,也与当下传媒变革滞后直接相关。弘扬人性化的传媒理念、运用弹性化的传播模式是今天担负对:外报道的大众传媒重新构建对话意识的重要途径。在这样的情形下,大众传媒在进行跨文化传播时,就需要通过对话,建立第三种新闻文化,使“我存在于他人的形式中,或他人存在于我的形式中”,表现出一种人文关怀。 本文在更大意义上试图为提高大众媒介的跨文化传播能力提供局部的理论图景,认为大众媒介无论是在跨国跨文化传播,还是国内的跨文化传播,须学会创造对话情境,减少受众的认知偏差,使“谈话”得以顺利进行。更多还原

【Abstract】 Globalization brings us high technology of information and transportation. It disorganizes the boundary of cultures and the interculturai communication becomes a life style. The style is not only a personal exchange, but also cross-places, cross-faces exchange. Many traits in modern mass communication have entered to the culture, vice versa. In the 21 century, styles of cultures by mass communication has more strength powerful than military affairs and economy.As a reflection of national culture, news grow up in a certain culture and transmit a certain culture, news is representation of objective things .It represent image of a country or a nation. The true nature of communication has the character of dialogue. The communication between china and others must cross the boundary of culture and be acceptation by audience in order to create a good situation for our government policies. If we neglect the difference of cultures, the effect of communication between china and others effect will be reduce , and there will be cause the international conflict badly. Now, on the background of globalization, international communication in china ignores the culture demand of audience and culture obstacle between China and others. Our particular national culture is weakening; the image of country is shaped by mass media in west and has the tendency to bad.The international communication in china should pay attention to the audience’s intersubjective and exchange the audience in certain culture. It is not only complying with the rule of communication, but also a demand of time. Therefore, communication in china is necessary to return the essence of communication, that is to say, interculturai communication and exchange should pay more attention. According the attitude of Bakhtin’s theory of discourse, the reading of text is mutual result by reader and text, and not a one-side thing. Only does we realize the importance of cultural background and alter strategy to suit it, the impact should be maximized.The absence of dialogue concept on mass communication is attributed to the history and the reform of mass communication in china. We must build the third news culture, do ours best to improve the effect in foreign people.更多还原