| 美国大学生看中国国家形象宣传片——希望寄托在年轻一代身上; U.S.College Students' Responses to the People Version of China's National Image Campaign: Pinning Hopes on the Younger Generation | |
| 吴国华 ; 林升栋 ; 徐蕾 | |
| 2013-06-25 | |
| 关键词 | 美国大学生 中国国家形象宣传 人物篇 态度改变 |
| 英文摘要 | 本文调查了421个美国大学生在连续看完三遍中国国家形象片(宣传人物篇)后的反应,结果表明:(1)他们对该片的主观印象中,72%正面、11%中性、8%负面及9%正负兼有;(2)他们当中31%的态度发生了积极变化,50%没有改变,仅有0.5%发生了消极变化,16%不置可否;(3)态度的改变受到性别和种族的调节作用;(4)经济崛起和政治意识形态差异可能是影响中国国家形象广告宣传片可信度的两个主要障碍,今后对外形象宣传片制作要避免这两方面的联想。显然,这些美国年轻人成长过程中恰逢中国经济渐渐崛起之际,往往会从多种渠道了解并知晓中国,他们眼中的中国人不再是刻板单调,而且较少将中国与政治挂钩。另一方面,一半学生没有发生态度改变的原因有两个:一是广告本身缺乏创意,二是广告执行没能充分考虑中美两大文化差异。今后中国国家形象的国际传播要特别注意运用受众可以理解认同的语言和符号来诠释崭新的中国国家形象。总体而言,就18-34岁的美国大学生这一独特的受众而言,中国国家形象片(宣传人物篇)的传播效果值得肯定。今后中国国际形象广告传播人应当高度重视这一群体,因为他们是美国年轻的一代,中国国际形象在美国提升的希望寄托在他们身上。; This paper analyzes 421 American college students' responses to a 60-second film called the People Version of 2011 China's National Image Campaign.Five primary findings emerge:(1) Among their own words to describe their impressions of the film,72%,11%,8%and 9%are positive,neutral,negative,and mixed,respectively.(2) With regard to attitude change as a result of three continuous exposures to the film,31%registered a positive change,.5%negative,16%mixed.(3) Attitude change was moderated by ethnicity and gender.(4) Two major factors affecting the film's believability are the economic rise and ideological differences between China and the U.S..Clearly,this age cohort's growing-up coincides with the gradual rise of China's economy in the world.They no longer hold a monotonous and stereotypical image of the Chinese as they receive information about China from a variety of sources.They are less likely to view China from a single political-ideological lens.Thus the film is persuasive to this group of American college students although more needs to be improved to move the 50%of those whose,attitude remained unchanged.Two possible explanations are:(1) The film's lack of creativity fails to touch the audience(2) Its execution fails to consider cultural differences between China and the U.S..Generally,targeting the younger American audience may prove to be the best hope in significantly lifting China's image in the near future. |
| 语种 | zh_CN |
| 内容类型 | 期刊论文 |
| 源URL | [http://dspace.xmu.edu.cn/handle/2288/117373]  |
| 专题 | 人文学院－已发表论文 |
| 推荐引用方式 GB/T 7714 | 吴国华,林升栋,徐蕾. 美国大学生看中国国家形象宣传片——希望寄托在年轻一代身上, U.S.College Students' Responses to the People Version of China's National Image Campaign: Pinning Hopes on the Younger Generation[J],2013. |
| APA | 吴国华,林升栋,&徐蕾.(2013).美国大学生看中国国家形象宣传片——希望寄托在年轻一代身上.. |
| MLA | 吴国华,et al."美国大学生看中国国家形象宣传片——希望寄托在年轻一代身上".(2013). |
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