【作者】 刘欣；

【导师】 邱凌；

【作者基本信息】 山东大学 ， 传播学， 2019， 硕士

【摘要】 文化全球化背景下的世界文化呈现出同质化趋势,不利于世界各民族国家文化多样性的发展与传承。近年来,中国顺应世界文化多元化发展的需求,致力于加强对优秀中华传统文化的保护、继承和传播,通过推动中国传统文化“走出去”,促进中华文化与世界各国文化之间的交流与交融。其中,传统节日作为民族基因的象征是中华民族历史文化积淀在民族生活中的重要文化符号,因而成为中国文化“走出去”的重要推广对象。自2008年起,中国文化部陆续在全球42个国家地区举办了65余项海外“欢乐春节”系列活动,致力于将传统节日打造成中国传统文化国际传播中的重要品牌。中国传统节日的海外欢庆活动掀起了“春节热”的浪潮,吸引众多海外民众积极参与和海外媒体广泛关注和报道。此外,中国外文局于2018年2月首次发布的《中国话语海外认知度调研报告》显示,春节、中秋节、端午节等中国传统节日高居榜单前列,呈现出中国传统节日海外关注度和认知度的显著提升。关注中国传统节日的海外传播效果不仅包括海外受众的关注度,更应考察他者对中国传统节日文化的表征方式和意义建构,探究其呈现出的是真实准确的还是存在曲解偏见的节日文化。其中,媒体报道是基于其社会背景、文化语境以及国际关系的立场之上对文化他者的呈现,是重要的研究对象。因此,研究选择《纽约时报》自2008年起对中国传统节日的报道,分析其近十年间对中国传统节日关注焦点和视角的变化,以及其整体形成的对中国传统节日文化的知识框架。媒体表征和话语建构作为社会现实和意识互动的产物,同样代表了西方主流意识形态和价值观以及其对中国传统文化的认知态度。因此,分析新闻框架和话语叙事中对国家意识、权力关系和他国偏见的建构过程,既有助于我们理解海外主流媒体如何表达其对社会、文化的揭示,也有助于我们探究西方主流媒体在改变和重塑文化他者的主体性特征过程中的社会语境和多重致因,进而在关注外媒对中国传统文化的微观话语建构时,能够通过解构话语偏见和刻板印象最终实现中国传统文化的国际传播效果提升。本文从建构主义的视角出发,结合斯图亚特·霍尔的媒介表征理论和爱德华赛义德的东方主义理论,使用内容分析法和梵·迪克的话语分析理论及方法,聚焦于2008-2017年间《纽约时报》对中国传统节日的报道文本,探究其对中国传统节日报道的主题框架和诠释规则,分析具体篇章中的宏观命题结构和微观语义、修辞,归纳其对中国传统节日文化的建构方式,解读其背后的社会语境。论文共分为以下部分:第一章绪论部分对研究背景、研究问题、与研究相关的国内外文献、理论基础、研究设计及概念界定以及研究意义进行综述。第二章归纳《纽约时报》对中国传统节日的意义建构框架体系和诠释规则:建立内容分析编码表,对表内多变量之间的关系进行卡方检验,根据检验结果对参与建构不同主题框架的消息来源、价值立场、报道版面、报道体裁以及报道节日进行交叉分析。第三章分析《纽约时报》在建构中国传统节日中的话语符号、语义风格和修辞的应用。在确定主题框架下的单篇新闻报道中通常包含多个层级的宏观命题,在报道中国传统节日的文化生活、经济消费、冲突事件、政策信息、灾难事件中,呈现出报道在不同层级的逻辑关系和意义组合中渗透其意识形态、权力关系和文化态度。美国媒体在报道的微观话语中,通过预设、细致度、言外之意等多个角度的语义结构以及夸张、对比、隐喻、引述等修辞丰富了其话语的含蓄意指层,实现其对中国传统节日文化的意义表达和对文化“他者”的意义建构。第四章分析《纽约时报》对中国传统节日的表达特征和偏见及其形成的社会实践语境背景。本章梳理《纽约时报》十年间对中国传统节日的报道变化特点以及媒介受到中美之间的政治、经济、文化以及国际关系、东西方文明观和价值观以及话语体系的多重社会语境变化,呈现媒介话语与社会环境的互动关系。第五章针对《纽约时报》对中国文化的建构特征和原因为中国传统文化的国际传播提出对策性建议。本章从传播主体、传播内容、传播路径、争夺话语空间等角度提出可供实践中借鉴的推动中国传统文化国际传播的思路和策略。本文发现,《纽约时报》表征下的中国传统节日是其基于对中国社会现实的想象,部分结合中国对外传播的节日文化内容,最终以西方文化视角重塑出的中国传统节日。其采用延伸框架、隐性框架以及选择性使用消息源等方式在叙述中国传统节日的同时将其视角下的中国社会矛盾、民族冲突等问题加入对中国传统节日的报道框架中,呈现出形式内容上丰富与同质化并存、狂热与守旧并存、冲突与矛盾并存的中国传统节日。其间,通过“他者化”、“差异化”、“奇观化”的话语表征,运用价值预设、立场倾向、模糊引述等手段完成对节日建构的加固。研究分析,中美两国间的社会实践语境对《纽约时报》形塑中国传统节日的变化特征产生了影响,而曲折波动的中美关系和合作中的中美文化交流也为美国重塑基于其想象和西方文明中心价值观的中国传统节日提供了助力。针对以上问题,本文提出:通过整合节日信源、联动公共话语、解读民间视角,并以创新的思维展开与西方话语层面的意义空间争夺从而消解西方的文化偏见。更多还原

【Abstract】 The world culture under the background of cultural globalization presents a homogenized trend,which is harm to the cultural diversity worldwide.In recent years,in response to the needs of diversified world culture,China has been committed to protecting traditional Chinese culture and exchanging it with the world.The traditional festival,as a symbol of national gene,is an important cultural symbol of the Chinese history and in national life,and thus has become an important object during worldwide cultural communication.Since 2008,the Chinese Ministry of Culture has held more than 65 overseas "Happy Spring Festival" series activities in 42 countries and regions worldwide,making traditional Chinese festivals an important brand in the international communication.The overseas celebrations of traditional Chinese festivals set off a wave of "Spring Festival Fever",attracting the active participation of people globally and the attentions from media overseas.In addition,the Chinese Foreign Languages Bureau published the "China Discourse Overseas Cognitive Survey Report" in February 2018.The traditional Chinese festivals,including the Spring Festival,Mid-Autumn Festival and Dragon Boat Festival,are at the forefront of the list,presenting the increase of the significance of Chinese culture in overseas countries.Paying attention to the overseas communication effect of traditional Chinese festivals should also focus on other countries’representation and discourse construction of traditional Chinese festival culture,exploring whether they had presented accurate culture or with misunderstanding.Media reports are based on the social background,cultural context and international relations as an important study object.Therefore,this paper chose the New York Times to analyze the changes that lie in the perspectives of traditional Chinese festivals in the past decadeMedia representation and discourse construction as the product of social reality and consciousness also represent the mainstream ideology and values of the west and the cognitive attitude towards traditional Chinese culture.Therefore,analyzing the construction process of state consciousness,power relations,America’s prejudice in news framework and discourse narratives can help us understand the way that overseas mainstream media employed in revealing society and culture,and further help us learn the related social context and deconstruct the discourse prejudice and stereotypes.From the perspective of constructivism,this paper combines Stuart Hall’s media representation theory and orientalism theory,and employs content analysis and Van Dijk’s discourse analysis theory to explore the coverages.The study focus on the coverages about the traditional Chinese festivals on the New York Times from 2008 to 2017,exploring its subject framework and interpretation rules for traditional Chinese festivals.The study is divided into the following sections:The first chapter introduces the research background,research questions,literature reviews,research methods and theoretical perspectives,and research significance related to this research.The second chapter summarizes the framework and interpretation system of the New York Times.This chapter establishes a content analysis coding table and carry out a chi-square test on the relationship between multi-variables in the table,and then makes the cross-analysis among the subjects.The third chapter analyzes the application of discourse symbols,semantic styles and rhetoric in constructing traditional Chinese festivals.The New York Times infiltrated its ideology and cultural attitudes into the coverages and enriched the implicit meaning layer of its discourse through the semantic structures.With the help of preset discourse,connotations,exaggeration,metaphor,comparison etc.,the coverages reconstruct traditional Chinese festivals as a cultural other.The fourth chapter analyzes the social backgrounds for the prejudice expression and stereotypes of traditional Chinese festivals.This chapter concludes the changing political,economic and cultural relations between China and US and their interactions with the reconstruction of Chinese festivals.The fifth chapter proposes strategies for the international communication of traditional Chinese culture from the perspectives of communication subjects,contents,discourses and routes.This paper finds that the traditional Chinese festival culture presented by the New York Times is based on the American imagination of Chinese social reality and is reconstructed from the perspective of Western culture.The extended frameworks and selected news sources and ethnic conflicts were added to the description of Chinese festivals.In general,the New York Times presents colorful,homogeneous,wild,fogyish,and conflicting traditional Chinese festivals.This paper argues that Sino-US relations in various ways contribute to the reconstruction of traditional Chinese festival culture by the New York Times with American discourse hegemonic system.Therefore,this paper proposes to collect compound sources,interconnect public discourses,interpret folk culture and compete with other discourse space to deconstruct the American cultural prejudice.更多还原