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过去我们的“文化走出去”受制于观念和体制的局限,以国家机构和国有文化传媒企业为主体,努力颇多而收效甚微。近年来,伴随着我国对外传播的理念逐渐成熟和政策空间不断宽松,民营文化传媒企业正以强劲的势头成为“文化走出去”的一支生力军,他们以资本为纽带,深入人才培养、内容制作、宣传发布等不同环节展开国际合作,使我们讲述中国故事、呈现中国气象有了更接近东道国本土文化消费趣味和更接地气的桥梁,相信对提升中国国际传播话语权会起到积极作用。如何通过政策手段对这些民营企业的文化传播力量善加引导,是政府和研究机构需要关注和思考的重要问题。
In the past, our “culture going out” was subject to the limitations of concepts and institutions. With the efforts of a large number of state agencies and state-owned cultural and media enterprises as the main body, many efforts were ineffective. In recent years, with the gradual maturity of the concept of China’s external communications and the loosening of policies and space, private cultural and media enterprises are becoming a new force of “cultural going global” with their strong momentum. They take capital as a link, go deep into personnel training, Content production, publicity and other aspects of the launch of international cooperation, so that we tell the story of China, China’s weather has presented a closer to the host culture of local consumer interest and more popular atmosphere of the bridge, I believe the promotion of China’s international communication of discourse will play a positive role . How to guide the power of cultural transmission of these private enterprises through policy means is an important issue that governments and research institutions need to pay attention to and think about.