| 跟着全球化时期的到来,国度之间的竞争变得日趋剧烈,许多国度经由过程国度抽象的塑造与流传来强化国度的竞争优势、进步在国际舞台上的位置。中国,作为一个突起的世界年夜国,曾经熟悉到国度抽象流传的主要性,以晋升国度抽象为目标的实际研究和理论运动在时辰停止中。今朝,国度抽象研究现状,重要有以下两方面的成绩：一是年夜多半国度抽象的研究从流传学的视角停止,研究逗留在以“流传者”为主的单方面角度,对目的受众的需求缺少懂得；二是国度抽象流传对象的研究多集中于东方国度,而对其他周边国度的研究较少,须要弥补这一方面研究的空白。本文从国度营销的视角动身,以中韩两国的年夜众传媒,特别两国报纸的涉华报导为研究样本,运用定量剖析和定性剖析的办法,对消息报导中出现出的中国国度抽象停止剖析,从而为中国国度抽象对韩国的流传供给参考与自创。起首,本文经由过程对国度营销和国度抽象相干实际的剖析,找出中国国度抽象的塑造与流传进程中存在的古代营销远视症,并运用共主体营销话语对该成绩供给处理计划。其次,在前述实际研究的基本上,为了整体剖析韩国流传情况中的中国国度抽象,对朝鲜日报2008-2012年的涉华报导停止内容剖析,研究发明：第一,中国经济、政治方面的报导最多,这解释,朝鲜日报对中国经济、政治的存眷水平很高；第二,整体报导偏向以客不雅为主,但详细来看,政治、军事、社会报导的负面偏向多于正面偏向,而经济、科教体裁、人物报导的正面偏向多于负面偏向。再次,为了更深刻而详细研究中国国度抽象,本文将国民日报·海内版与朝鲜日报为个案,对这两份报纸在北京奥运会的报导中所运用的词、短语或句子停止比拟。经由过程比拟发明,中国媒体“自塑”的中国国度抽象与韩国媒体“他塑”中国国度抽象之间存在着显著差别。差别的成因在于媒体性质的差别、国度好处的差别、认识形状的差别和呆板印象的感化。最初,为中国国度抽象塑造与流传的共主体供给一些参考与自创：中国作为流传者,也是中国国度抽象“自塑”的主体,起首,须要调剂中国对别传播体系体例、淡化官方颜色、保持客不雅周全报导准绳,其次,须要增强人际流传和文明交换、流传真实的中国；韩国作为目的受众,也是中国国度抽象“他塑”的主体,应当真实、客不雅的准绳下停止报导,加倍感性地对待中国突起和其带来的变更。中韩两国作为共主体,经由过程在中国国度抽象塑造与流传中的互动,可以削减两国之间存在的认知差别,可以或许取得幻想的国度抽象流传后果。 Abstract: With the coming of globalization, the competition between countries is becoming increasingly fierce. Many countries have been in the process of creating and spreading the country's competitive advantage and progress in the international arena. China, as a big country of the world, has been familiar with the main purpose of the abstract of the country, in order to promote the goal of the actual research and theoretical movement in order to promote the country's abstract. At present, the state of abstract research status, the main achievements of the following two aspects: first, the study of the most important countries from the perspective of the spread of the study, the study of stay in the "spread" as the main point of view, the lack of understanding of the target audience; two is the country's most popular and more concentrated in the eastern countries, and the study of other neighboring countries, need to make up for the gap in this area. This article from the national marketing perspective, China and South Korea to the mass media, especially the two newspapers reported China as the research sample, using quantitative analysis and qualitative analysis methods, the emergence of news reports in China country image analysis, so as to China country abstract to South Korea spread supply reference. First of all, this paper through the analysis of state and national marketing Abstract of related theory. To find out the existing Chinese country image and spread in the process of ancient marketing hyperopia, and is subject to the application of marketing performance supply plan discourse. Secondly, in the actual research basically, in order to spread in the overall analysis of Korean nation Chinese Abstract invention research on "Korean Daily" 2008-2012 China related reports content analysis, Chinese: first, economic and political reports most, this explanation, "Korean Daily" on Chinese economic and political. With a very high level; second, the overall reported preference for the objective, but the detailed view, political, military and social reported negative bias than positive bias, and positive economic, science and technology, people tend to report genre than negative bias. Again, in order to get a more profound and detailed research Chinese abstract the country, "national daily, overseas edition" and "Korean Daily" as a case, the two newspapers are used in the Beijing Olympic Games reported in words, phrases or sentences are compared. Through the process of the invention, the Chinese media "since the plastic" of the Chinese national abstract and South Korean media "he plastic" the Chinese national Abstract There is a significant difference. The cause of the difference lies in the differences in the nature of the media, the difference between the benefits of the country, the understanding of the difference in the shape and the influence of the impression. Initially, for the Chinese national abstract shape and spread of the main supply of some reference and reference: China as a spread, but also the Chinese national abstract "self plastic", first, the need to adjust China to do not spread the system, play down the official color, maintain the customer is not comprehensive coverage criterion, the need to strengthen interpersonal communication and cultural exchange, spread the real China; the Chinese national abstract "he plastic" the main, should be true, the customer is not the principle of the report, more sensible to deal with China's projection and its change. China and South Korea as the main body, through the process of abstract shape and spread in the Chinese state of the interaction between the two countries can reduce the cognitive differences between the two countries, you can get the dream of the country's abstract and spread the consequences. 目录: |
