“他者”视角下中国文化传播与国家形象构建研究

Research on Chinese Cultural Dissemination and National Image Construction from the Perspective of “The Other”

摘要: 本研究聚焦于2021~2023年“看中国·外国青年影像计划”中的“金目奖”获奖短片，采用语料库方法探讨外国青年视角下中国文化的传播与国家形象的构建。采用Fairclough三维分析模型为主，多模态话语分析理论框架为辅的混合研究方法，本研究主要考察这些短片中的文字模态，结合声音、图像等模态系统解析中国文化传播与中国形象构建，描述这三年间外国青年对中国文化关注点的变化趋势。研究发现：1) 短片中有关“茶”、“家庭”、“水稻”等表达高频出现，凸显了外国青年对中国文化的特别关注；2) 通过短片制作，跨文化叙事者身份与新媒体传播方式增强了文化传播的真实性与广度。本研究有助于更全面地了解中国如何采用多模态方式提高中华文化传播效能、推进国家软实力提升。

Abstract: This study focuses on award-winning short films from the “Golden Lenses Award” category of the “Looking at China-Foreign Youth Film Project” from 2021 to 2023, employing a corpus-based approach to investigate the dissemination of Chinese culture and construction of China’s national image through foreign youth perspectives. Adopting a mixed-methods framework that integrates Fairclough’s three-dimensional analytical model with multimodal discourse analysis (MDA), the research systematically examines verbal modalities in these films while complementarily analyzing audio and visual modalities to decode cultural transmission mechanisms and national image-building strategies. It further delineates evolving trends in foreign youths’ focal points to Chinese culture across the three-year period. Key findings include: 1) High-frequency occurrences of lexical items such as “tea”, “family” and “rice cultivation” reveal foreign youths’ particular focus on Chinese culture; 2) Through the production of the short films, cross-cultural narrator identities and new media platforms synergistically enhance the authenticity and global reach of cultural dissemination. The study contributes to a more comprehensive understanding of how China adopts a multimodal approach to optimize cultural communication efficacy and advance national soft power.