跨文化视角下广西媒体对越传播探析-analysis of guangxi medias communication to vietnam from the cross-cultural perspective.docxVIP

摘要在全球化的语境下，对外传播的首要目的和根本任务就是跨越文化差异带来的隔阂与障碍，实现和谐同步的文化交往，塑造良好的国家形象。广西媒体对越南传播作为我国对外传播的重要组成部分，在跨越地理国界的同时，必须跨越文化壁垒，求得越南受众的接受与认可，以求形成有利于我国对越南交往的舆论环境。然而，由于种种主观和客观的原因，广西媒体忽视了中越双方在跨文化传播中的文化诉求，导致对越南传播“传而不通”或者“通而不畅”，中国的国家形象没有实现理想的塑造和传播。本文借鉴巴赫金的对话理论，试图从传播理念、传播团队、传播内容等方面为提高广西大众媒介的跨文化传播能力提供理论建议。广西媒体要顺利实现对越南的跨文化传播，必须重视越南受众的主体性地位，了解他们的文化诉求和文化差异，努力创造“对话”情境，减少双方的文化认知偏差，使跨文化“谈话”得以顺利进行。关键词：广西媒体，越南，对外传播，跨文化，对话ABSTRACTInthecontextofglobalization,themostfundamentaltaskandthemostprimaryaimoftheInternationalCommunicationistobypasstheobstaclesbroughtaboutbyculturaldifferencesandtorealizetheharmoniousandsmoothculturalexchangesoastobuildapositivenationalimage.CommunicationworkinVietnambytheMediasoftheGuangxiprovinceconstitutesanintegralpartofourcountry’sInternationalCommunicationwork.InordertowintherecognitionandidentificationfromtheVietnameseaudienceandtobuildafavorablepublicopinionenvironmenttoChina,itiscrucialtogoacrosstheculturalbarrierbetweenthetwonations.However,duetobothsubjectiveandobjectivecauses,theMediasoftheGuangxiprovincefailedtoheedtheculturalappealsfrombothsidesintheinter-culturalcommunications.Theresultwasthathardastheyworked,theyseldomgotthemessagethattheyintendtosendtotheVietnameseaudiencesunderstood,andthechannelofthecommunicationwasfarfromsmooth.Inthisway,China’snationalimagefailedtobebuiltandcommunicatedinanidealmanner.DrawingonMikhailBakhtin’sTheoryofDialogue,thispaperattemptstocomeupwithsometheoreticaladvicestoimprovetheinter-culturalcommunicationabilityoftheMediasoftheGuangxiprovinceinfieldssuchascommunicationidea,communicationteamsandcommunicationcontents.Forthesakeofrealizationofinter-culturalcommunications,theMediasoftheGuangxiprovinceneedtorespecttheVietnameseaudiences,tounderstandtheirculturalappealsanddifferencesandtocreateasituationof“Dialogue”.Onlyinthiswaycantheyreducetheculturalcognitivemisunderstandingsandtoachieve“Dialogue”situationintheinter-culturalcommunications.KeyWords:theMediasoftheGuangxiprovince，Vietnam，InternationalCommunications，Inter-culture，Dialog