基于NOW语料库的中国陶瓷国际形象传播研究

Research on the International Image Communication of Chinese Ceramics Based on NOW Corpus

摘要: 本文基于NOW语料库，将国际主流媒体中关于中国陶瓷的新闻报道作为语料进行研究，通过索引行、词频分析和高频词搭配等方法分析国外媒体报道对中国陶瓷的情感态度倾向，并结合中国陶瓷的形象自塑，更全面客观地了解中国瓷器形象。研究发现国外媒体大多持正向积极态度，关注中国陶瓷的艺术及贸易价值，但较少有报道反映中国陶瓷的历史文化，因此仍需深入挖掘中国陶瓷的独特魅力，进一步完善中国陶瓷的国际形象，利用多渠道融合媒体建构全方位、多渠道的对外传播新格局，推动中国陶瓷故事和中华文化走向世界，提升国家软实力和文化自信。

Abstract: This paper is based on NOW Corpus and examines the news coverage of Chinese ceramics in international mainstream medias. Through the analysis of the index line, word frequency and high frequency word collocation, it reflects the emotional attitude tendency and semantic prosody of foreign medias. Combined with the self-building characteristics of Chinese ceramics, it exhibits Chinese ceramic image more comprehensively and objectively. It’s also discovered that most of the foreign medias hold positive attitude and focus on the art and trade value of Chinese ceramics, but less reports reflect the history and culture of Chinese ceramics. Therefore, it is still necessary to deeply explore the unique charm of Chinese ceramics, further improve its international image by constructing an all-round and multi-channel pattern for overseas publicity via various channels and integrated media platforms, so as to promote Chinese ceramics story and culture to the world and enhance the national soft power and cultural confidence.