摘要
近年来陕西各院校共建的海外孔子学院(孔子课堂)的一些文化推广活动中引入了陕西地域文化特色,收到了良好的传播效果,但总体来看对陕西文化资源的利用仍然不足。从传播效果出发,在说服传播理论基础上,可以采取一些策略将陕西文化融入孔子学院文化活动,包括用新鲜有特点的内容或短视频形式吸引受众关注;寻找陕西与当地文化价值相通之处,根据不同人群分层次开展文化活动,适合受众认知;增加有特色的体验活动;提高陕西元素重复出现的频率;以便捷的方式提供能使受众获益的、有价值的陕西文化信息以及具体的行动路径等。通过以上手段可以使孔子学院的活动别具特色,同时提升陕西的国际认知度。
In recent years,the overseas Confucius Institutes(Confucius Classrooms),established by the institutions of Shaanxi,introduced the characteristics of Shaanxi regional culture into some cultural activities,having achieved outstanding communicating effects.In general,the utilization of Shaanxi cultural resources is still insufficient.Focusing on the effectiveness of communication,some strategies can be used to integrate Shaanxi culture into the cultural activities in Confucius Institutes on the basis of the persuasion theory,including attracting audience’s attention with fresh and characteristic content or short videos;looking for the similarities between Shaanxi and the local culture,organizing cultural activities at different levels according to different audiences’age groups to cater for the audience;increasing unique experience activities;increasing the frequency of repetition elements of Shaanxi;providing valuable and rewarding information of Shaanxi culture and specific actions in a convenient way that can benefit the audience.These above-mentioned strategies can make the activities unique and enhance the international recognition of Shaanxi province.
作者
冯潇
王美玲
FENG Xiao;WANG Mei-ling(School of International Education,Xi'an Jiaotong University,Xi'an 710049,China)
出处
《唐都学刊》
2019年第5期107-112,共6页
Tangdu Journal
基金
西安市社会科学规划项目:“来华留学生西安人文环境认同度调查研究”(16W46)
关键词
孔子学院
陕西地域文化
推广活动
说服理论
Confucius Institute
Shaanxi regional culture
promotion activities
persuasion theory
