中国地方志跨文化传播中的受众意识

在文化建设受到更多关注、文化自信持续提升的大背景下,作为国家软实力和文化传承重要形式的中国地方志(1),在跨文化传播(2)的内容和渠道上,着力突出独特性、直观性、高价值和权威性等特征,满足了国外受众的多样化需求,提升了自身的国际知名度。但同时必须注意,现有的各类文化产品和活动往往立足于宏观层面,以广义而非细分的国外受众为主,相应的研究和实践还有很大的深化拓展空间。要更为精准地实现中国地方志传播效果的最大化,就必须强化受众意识,从更多层面关注国外接受对象的不同特征;在个性化传播策略上不断优化,努力促成地方志"走出去"方式方法的拓展,实现对国家文化输出战略的有效配合。

Audience Awareness in the Transcultural Communication of Chinese Local Records

As a major form of cultural inheritance and an important means of national soft power,Chinese local records has showcased such features as uniqueness,immediacy,high value,and authoritativeness in content and channels in terms of transcultural communication.It meets diverse demands of overseas audience and improves its own international profile as China's cultural construction has atrracted more attention and Chinese cultural confidence has beenboosted.Meanwhile,we must notice that the current cultural products and activities are often generally oriented,aiming at a general rather than subdivided overseas audience.Therefore,a big gap is left for further research and practice.To maximize the communication effects of Chinese local records,we should raise our audience awareness and stress the different features of overseas recipients,so as to constantly optimize individualized communication tactics,facilitate more means and ways for Chinese local records to goglobal and effectively contribute to the popularity of Chinese culture.