【作者】 孙志红；

【导师】 宁继鸣；

【作者基本信息】 山东大学 ， 对外汉语， 2017， 硕士

【摘要】 孔子学院是汉语与中国文化在全球传播的重要载体。近年来,从传播学的视角审视孔子学院的研究方兴未艾。目前的研究有几个方面的问题,集中表现在:1.侧重传播主体、传播内容、传播媒介、受众,对传播效果的关注相对较少;2.内容大多停留在就某一文化要素通过孔子学院传播效果的描述上,定量分析不多;3.学界对于孔子学院传播效果的测量和评估体系尚未形成统一的认识。孔子学院传播效果的评估是孔子学院评估和发展的内在要求。为了解决孔子学院传播效果的评估问题,本文在前人的研究基础之上,采用层析分析法,构建了孔子学院传播效果评估模型,从认知效果、情感态度效果和行为效果三个方面,设置了 20个量化分析指标,综合考察孔子学院传播效果的影响广度、影响深度及影响向度,并结合问卷调查结果,具体评估了荷兰孔子学院的传播效果。对荷兰孔子学院传播效果进行定量分析,最后各项调查指标的平均得分为3.88(满分为5),分值较高,荷兰孔子学院传播效果整体较好。其中行为效果最好,得分为4.06,其次是情感与态度效果,得分3.92,最后是认知效果得分3.16。在行为效果与认知效果中,个别指标得分较低,反映出荷兰孔子学院传播效果的一些具体问题:1.传播主体认知度有待提高;2.传播渠道较单一,以人际传播渠道为主,大众传播渠道利用不够;3.传播效果有待加强:在认知效果层面,孔子学院文化活动参与率较低,传播效果影响广度不够。在行为效果层面,受众的汉语学习行为的忠诚度、持久度较低。最后,针对这些问题,本文提出以下建议:第一,拓展传播渠道,充分利用新媒介。孔子学院应当充分发挥大众传播渠道的作用,更广泛地利用互联网、电视、电台、报纸等媒介;第二,加强课程及活动开设的前期调研,改变目前主要以HSK考试辅导课程为主的汉语课程结构,适应受众对中国文化体验课程、商务汉语等课程的需求;第三,创新孔子学院活动形式,提高活动参与度和满意度。更多还原

【Abstract】 Confucius Institute is a typical case of Chinese and Chinese culture communication around the world.In recent years,from the perspective of communication,the study of Confucius Institute is in the ascendant.There are several problems of the current research:1.Concentrated on communication subject,communication contents,communication medium,and audience,the study of the communication effect is relatively weak;2 The main content of the study is to describe the effect of some cultural factors communicating through Confucius Institute,and the quantitative analysis is rare;3.The academic community has not formed a unified understanding of the measurement and evaluation system of the communication effect of the Confucius Institute.The study of communication effect has always been the focus of communication research.The evaluation of the Confucius Institute communication effect is also a need for the assessment and development of the Confucius institute.In order to solve the problem of the communication effect of the Confucius Institute,based on the previous research,this paper tried to construct the evaluation model of the communication effect of the Confucius Institute.From the three aspects of cognitive effect,emotional attitude effect and behavior effect,20 quantitative analysis indicators were selected.This paper examines the influence breadth,influence depth and influence dimension of the spread effect of Confucius Institute.In this paper,based on the results of the questionnaire survey,the communication effect of the Confucius Institute in the Netherlands was evaluated.Based on the evaluation model of the communication effect of the Confucius Institute,the survey results and scoring criteria of the questionnaire survey,the communication effect of the Confucius Institute in the Netherlands was quantitatively analyzed.The average score of the survey indicators was 3.88(out of 5),the scores were high.The Confucius Institute in the Netherlands have achieved a good effect of communication.In which the best is behavior effect(score of 4.06),followed by emotional and attitude effects(score 3.92),and the last is cognitive effect(score 3.16).In the behavior effect and cognitive effect,some indicators score are low,reflecting the specific problems during the communication of the Confucius Institute in theNetherlands.1.The cognition of communication subject(the Confucius Institute)should be improved;2.Communication channels are relatively simple,mainly to interpersonal communication channels,the use of mass communication channels is not enough;3.The effect of communication needs to be strengthened.In the cognitive effect level,the participation rate of the Confucius Institute cultural activities is low,the influence breadth of the communication effect is not enough.At the level of behavioral effects,the Chinese learning behavior of the audience’s is low in loyalty and persistence.At last,to solve these problems,these proposals were made:Firstly,expanding the communication channels,making full use of new media.The Confucius Institute should give full play to the role of mass communication channels,make use of the Internet,television,radio,newspapers and other media widely;Secondly,in order to meet the audiences’ demand on the Chinese cultural experience courses,business Chinese and other courses,The Confucius Institute should strengthen the pre-research of the curriculum and activities and change the current Chinese courses structure which is mainly composed by the HSK test counseling courses.Thirdly,making innovations on the forms of cultural activities and improving the participation rate and the satisfaction rate of Confucius Institute activities.更多还原