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中国对外传播的几个关键点

2017-08-25 09:31:40   中国青年网

上世纪80年代提出的全球化理论已盛行多年,中国的经济、政治和文化领域都留下了深刻的全球化印记。但也有学者质疑全球化的实质是文化霸权主义,即全球的中心仍在美国,而全球化的过程实际是东方国家西化的过程。中国在对外传播的过程中应该结合时代和国家特征寻求整合新的传播内容,打破二元对立的认知论,建立后东方主义语境——以文化自尊、自信、平等对话为前提的东西方交流平台。

我国对外传播的内容也不应以自我为中心,自说自话。虽然我们不能以回应西方的批判为宗旨构建传播内容,但也不能忽视中西差异,对中国形象以“自我为中心”的标准传播。后东方主义语境建立在文化平等的基础上,但文化平等需要我国对自我形象有一个客观的认识,不卑不亢,展现大国风采。我们在政治体制和文化价值等方面与西方差异较大,并不代表西强我弱。我国的对外传播,应构建在文化自尊和自信的基础上,应结合时代特征和西方受众认知特征,认可中西差异,构建中西方平等对话机制。文化“走出去”战略虽然可以提升我国软实力,构建丰富且有质感的国家形象,但应注意平衡文化的共性和个性间的关系,在提升传播效果的同时彰显我国文化魅力。

(作者为上海交通大学媒体与设计学院新闻与传播系主任,教授、博导;上海理工大学讲师罗梦雨对此文亦有贡献)

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