本文關(guān)鍵詞： 電視紀錄片 國家形象 策略 方法　出處：《揚州大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：國家綜合實力的考量已經(jīng)由傳統(tǒng)的硬實力領(lǐng)域轉(zhuǎn)向軟實力領(lǐng)域。國家形象作為軟實力的一個重要組成部分,開始受到各國政府和學(xué)者的重視,國家形象的塑造成為全球化背景下各國面臨的共同話題。李普曼的“擬態(tài)環(huán)境”理論表明了信息環(huán)境對受眾的認知和行為的影響較之以往的任何時期都更為深刻,因此在某種程度上可以說中國國家形象是國內(nèi)媒體和國際媒體博弈的結(jié)果,同時也間接的說明了國家形象可以塑造并且需要塑造。紀錄片兼具大眾傳媒的受眾廣泛和傳播便捷的特性及電視、新聞等主要的大眾傳媒所不具有的非虛構(gòu)、跨文化、跨語言傳播的優(yōu)勢。尤其是當前國際話語權(quán)被西方牢牢把控的大背景下,紀錄片需要而且有必要承擔起對外文化輸出和塑造國家形象的媒體責任和使命,為中國“國家形象”的公關(guān)發(fā)揮一定的作用。 本文選取了2000-2012年間獲得國內(nèi)國外重要獎項的國產(chǎn)紀錄片作為研究樣本,樣本共計82部。在此基礎(chǔ)上,對新世紀以來紀錄片塑造國家形象的現(xiàn)狀進行了分析,認為當前國產(chǎn)紀錄片對中國國家形象的塑造進入到有效時期,無論是其創(chuàng)作理念、敘事方式還是表達手法都顯現(xiàn)出了與國際接軌的趨勢,2011年1月1日創(chuàng)建的央視紀錄頻道在推動國產(chǎn)紀錄片對外文化輸出方面發(fā)揮了重要作用。認為紀錄片對外文化輸出取得一定成效的同時也存在一定的困惑,主要有：1.紀錄片題材的選擇有所偏頗2.國產(chǎn)紀錄片忽視海外觀眾的收視習(xí)慣和審美情趣而籠統(tǒng)對外輸出,這造成了“文化折扣”的存在。3.國內(nèi)對外傳播渠道的輻射力、傳播力和影響力較低,尚不能挑戰(zhàn)國際強勢媒體,國際話語權(quán)的爭奪依然十分嚴峻。4、國內(nèi)紀錄片市場化、專業(yè)化程度偏低。 本文認為應(yīng)該采取的策略有：1.對受眾需求進行調(diào)研,并將其與國家形象的定位結(jié)合起來進行創(chuàng)作,將中國形象、中國主題、中國文化、中國價值觀等寄托在具體真實的中國人、中國事、中國物中。2.采用國際化的創(chuàng)作理念和敘事策略,打造能夠“講好中國故事”的精品紀錄片。3.積極開展市場化營銷。4.采用問卷調(diào)查、訪談等諸多方式方法對海外受眾展開后期調(diào)研,堅決杜絕紀錄片“文化輸出”之后不管不顧的單向度思維。 采取的方法有：1.國內(nèi)紀錄片的創(chuàng)作應(yīng)追求題材的國際化,勿再以表現(xiàn)“老弱邊窮”等作為選材的重點。2.國產(chǎn)紀錄片要重視“中國題材、海外式編導(dǎo)”的創(chuàng)作方式,對電視紀錄片進行跨文化的重新編碼。3.充分整合當前國內(nèi)紀錄片對外傳播渠道,并積極開拓新渠道,力求最有效化的塑造中國國家形象。4.推動紀錄片市場化、專業(yè)化進程。 期望通過本文對國家形象的“自塑”研究提供一定的參考和啟示。
[Abstract]:The consideration of national comprehensive power has shifted from the traditional field of hard power to the field of soft power. As an important part of soft power, the national image has begun to receive the attention of governments and scholars of various countries. The shaping of national image has become a common topic facing all countries under the background of globalization. Lippman's "pseudo environment" theory shows that the information environment has a more profound impact on the audience's cognition and behavior than at any time in the past. Therefore, to some extent, it can be said that China's national image is the result of a game between domestic and international media. At the same time, it also indirectly shows that the national image can be shaped and needs to be molded. Documentary films have the characteristics of wide audience and convenient dissemination of mass media, as well as non-fiction and cross-cultural characteristics that major mass media, such as television and news, do not have. The advantages of cross-language communication. Especially under the background that the international discourse rights are firmly controlled by the West, documentaries need and need to undertake the responsibility and mission of the media to export foreign culture and shape the image of the country. For China's "national image" public relations play a certain role. In this paper, 82 domestic documentaries from 2000 to 2012 were selected as the research samples. On this basis, the status quo of documentaries shaping the national image since the new century was analyzed. It is believed that the current domestic documentary film has entered an effective period in shaping China's national image, regardless of its creative concept. Both narrative and expression methods have shown a trend of international convergence. The CCTV documentary channel established in January 1st 2011 has played an important role in promoting the foreign cultural export of domestic documentaries. It is considered that documentaries play an important role in foreign languages. At the same time, there is also a certain confusion in the output. The main ones are: 1.The choice of the subject matter of the documentary is biased 2.The domestic documentaries ignore the viewing habits and aesthetic tastes of overseas audiences and export them abroad in a general manner, which results in the existence of "cultural discount" .3. the radiating power of the domestic and foreign channels of communication. The communication power and influence are low, which can not challenge the international powerful media, the international discourse right scramble is still very austere, domestic documentary is market-oriented, the degree of specialization is on the low side. The strategies that should be adopted in this paper are: 1. To investigate the needs of the audience, and to combine them with the orientation of the national image to create the Chinese image, the Chinese theme, the Chinese culture, Chinese values are based on the actual Chinese, Chinese affairs, and Chinese things. 2. Adopting international creative ideas and narrative strategies. Create a fine documentary that can "tell a good story of China" .3. actively develop market-oriented marketing .4.Use questionnaire surveys, interviews and other methods to carry out later research on overseas audiences. Firmly put an end to documentary "cultural output" after regardless of the single-dimensional thinking. The methods adopted include: 1.The creation of domestic documentaries should pursue the internationalization of the subject matter, and no longer regard the expression of "old, weak, and poor" as the focus of the selection. 2. the domestic documentaries should attach importance to the creative methods of "Chinese theme, overseas editing and directing". Reencode TV documentaries across cultures. 3. fully integrate the current domestic documentary communication channels and actively open up new channels, and strive to most effectively shape the national image of China .4. promote the process of marketization and specialization of documentaries. The author expects to provide some reference and inspiration for the study of national image.
【學(xué)位授予單位】：揚州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J952;G206

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