同一性策略在对外传播中的应用 ——以广西旅游景点为例

论文摘要

随着中国进一步对外开放以及全球化进程的加快,各国之间的交流日益频繁。有效的对外传播可以树立一个国家良好的国际形象,创造和谐的国际舆论环境。各种调查表明,当前我国的对外传播及其对世界产生的影响与中国文化的博大精深还很不相称。因此,如何更好地进行对外传播,使中国被更多的外国人所了解,提高国家的软实力,就成了一个迫切需要解决的问题。旅游业的对外传播是对外交流的一个组成部分。本文以广西旅游景点的对外传播为切入点,探讨如何利用西方修辞学的手段更加有效地进行对外传播。笔者首先以问卷和访谈的形式分别在美国和瑞典调查目前广西的一些旅游景点的传播效果,发现目前的宣传材料还存在一定的问题,可接受度不是很高。通过对中外旅游宣传资料语言特点的分析,可以发现中外旅游宣传资料在诸多方面,尤其在宣传策略方面存在较大差异。笔者认为旅游景点的对外传播材料之所以未能和对内传播材料一样产生同等传播效果,是因为未能很好地做到内外有别,适应不同的接受者。根据肯尼斯.伯克的“同一性”修辞理论,以及戏剧主义理论,对外传播材料在充分展示旅游景点的基础上,应该符合西方人的接受习惯,使交际双方达到“同一”,才能吸引更多的游客,让世界更好地了解中国,接受中国的文化。

论文目录

• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Research Background
• 1.2 The Research Questions and Significance
• 1.3 The Layout of the Thesis
• 1.4 Data Collection and Methodology
• Chapter 2 The New Development of Modern Western Rhetoric
• 2.1 Background
• 2.1.1 The Definition of Western Rhetoric
• 2.1.2 History of Western Rhetoric
• 2.2 Identification: One of the Key Issues of Modern Western Rhetoric
• 2.2.1 Definition of Identification
• 2.2.2 Types of Identification
• 2.3 Relationship Among Persuasion, Identification and Rhetoric
• 2.3.1 Relationship Between Persuasion and Western Rhetoric
• 2.3.2 Relationship Between Persuasion and Identification
• Chapter 3 The Applicability of Rhetoric on International Communication of Tourist Attractions
• 3.1 Introduction to International Communication of Tourist Attractions
• 3.2 Distinguished Features of Rhetorical Discourse
• 3.2.1 Rhetoric is Planned
• 3.2.2 Rhetoric is Adapted to an Audience
• 3.2.3 Rhetoric Reveals Human Motives
• 3.2.4 Rhetoric is Responsive
• 3.2.5 Rhetoric Seeks Persuasion
• 3.3 The Rhetoricity of the Foreign Publicities of Tourist Attractions
• 3.3.1 Persuasiveness
• 3.3.2 Emphasis on the Means to an End
• 3.3.3 Probability
• 3.4 Basic Functions of Tourism Publicity Materials
• 3.4.1 Informative
• 3.4.2 Directive
• 3.4.3 Evocative
• 3.5 Dramatic Analysis of International Communication
• Chapter 4 A Study on the Effect of the International Communication of Tourist Attractions
• 4.1 Present Situation of the International Communication of Tourist Attractions in Guangxi
• 4.2 Main Characteristics of Inbound Tourists
• 4.3 Findings of the Survey
• 4.3.1 General Information of Interviewees' Attitude toward Traveling
• 4.3.2 Analysis on the Comments of the Interviewees' on the Publicity Materials
• 4.4 Causes to the Weak Effect of the IC of Tourist Attractions in Guangxi
• Chapter 5 Linguistic Features of English Tourism Publicity of Guangxi and that of Western Countries
• 5.1 Selection of Samples
• 5.2 Lexical Differences
• 5.2.1 Differences in the Average Sentence Length
• 5.2.2 Frequency of Adjectives
• 5.2.3 Frequency of Proper Nouns
• 5.3 Stylistic Differences
• 5.3.1 Figurative Use of Language
• 5.3.2 Allusion
• 5.3.3 Formal vs. Informal
• 5.4 Content Differences
• 5.4.1 Scenery Focused vs. Program Focused
• 5.4.2 Uninformative vs. Informative
• 5.4.3 Inaccessible vs. Accessible
• Chapter 6 Proposed Identification Strategies
• 6.1 Steps in the Identification Process
• 6.2 Proposed Identification Strategies
• 6.2.1 Identification in Language
• 6.2.2 Identification via the Supplement Information on Chinese Culture
• Chapter 7 Conclusion
• Bibliography
• Acknowledgements
• Papers Published During the Study for M. A. Degree
• Appendix Ⅰ
• Appendix Ⅱ