从公共外交的视角看中国国家形象宣传片效果/Assessing the Effect of China's National Publicity Films from the Perspective of Public Diplomacy

Abstract

本文以2011年美国曼哈顿广场上的中国国家形象宣传片为对象，对其效果进行了实证性评估。为此，笔者给出了衡量国家形象宣传片效果的一般性标准和指标。其中，衡量标准是看其在投放后是否改善了美国民众对中国的形象认知；量化指标分别是：目标国媒体报道的数量与报道的倾向性、目标国民众的参与度与民众的态度倾向和目标国民众的行为。通过分析发现，2011年中国国家形象宣传片并没有达到预期的乐观效果。美国主流媒体报道偏少、报道颇为负面；美国民众参与度低，对国家形象宣传片和中国的好感度不高；宣传片的播放也未引发更高的来华旅游热。本文认为，今后国家形象宣传片的建设应关注两个方面：一是注重文化差异，增强话语的可读性；二是言行一致，增强话语的可信性。

This article empirically assessed the effect of China’s national publicity film launched in Times Square in Manhattan, New York. To this end, the author gave a set of general criteria and indicators to measure the effect of national publicity films. Whether the publicity film was effective depends on whether American people’s image perceptions of China were improved after it was launched. Quantitative indicators are: the number of reports in the target country and the predispositions of the reports; the target country people’s participation and their predispositions; and the real behavior of the target country people. The analysis revealed that the 2011 national publicity film did not achieve the anticipated effect. The number of U.S. mainstream media reports was less than expected and their evaluations were quite negative; the participation of American people was low and the extent of the favorability both of the publicity film and China was not high; and the launch of the publicity film did not trigger a travel boom to China. Accordingly, this article suggested that the future implementation of China’s national publicity films focuses on two aspects: first, pay attention to cultural differences and enhance the comprehensibility of the discourse; second, practice what it preaches and strengthen the credibility of the discourse.