新媒体国家形象研究:和谐话语分析

国家形象短片是自塑本国国家意识形态,构建国家良好国际形象的重要手段之一。相对于传统的传媒途径,新媒体国家形象片是以互联网、手机媒体等数字媒体为传播途径。近些年,新媒体国家形象片层出不穷,由解读中国工作室出版的《中国五年》自网络平台上推出,就引起海内外阅众巨大反响。文章拟在生态语言学视域下,以国家形象构建的自塑载体——《中国五年》为研究语料,进行和谐话语分析研究,以期通过实例分析,尝试构建一种可行的生态话语分析模式。研究发现:(一)《中国五年》植根于中国现实语境,为国际友人传递信息真实的中国故事,促进国际政治生态和谐;同时予以本国国人希望,促进国内生活、政治生态和谐。语篇话语是生态有益性话语。(二)新媒体具有极强的现实渗透力,以新媒体传递国家形象机遇与挑战并存。新媒体阅众广泛,构建语篇话语应考量多元认知方式,提供可被接收的信息,如以"龙舟-帆船"双重隐喻选择表达"未来"的意义潜势等。以此望为新媒体途径国家形象自塑和国家"软实力"推介提供一种新的探索视角。

Construction of China Image: Harmonious Discourse Analysis

National image promotions via New Media are to improve the international understanding of nations,to establish well national image as well as to reflect the national ideology.This paper treats Changing China:2012-2017,produced by Reading China Studio, which is rather popular home and abroad since published, as the exploration subject, and applies the framework of Systemic Functional Linguistics to conduct harmonious discourse analysis via multimodal analysis tool complementally.The result shows that Changing China:2012-2017 has been conveying the true image of China,integrating all aspects of the nation, China.It is a kind of certain beneficial discourse promoted by Arran Stibbe, for the reason that as a discourse for promoting national image,it does bring encouragement to the nation-wide as well as be of importance to keep the inter-nations relationship more living.The present research is also believed to offer new probe angle on how to effectively construct and promote national images as well as introduce national potential "soft powers" in certain international affair-promotion context via New Media.