商务传媒学院知识库

随着我国近些年经济实力的增强和国际地位的提高，中国越来越成为世界瞩目的焦点。但是我国国家形象的呈现和传播并不完全同步，一些西方国家仍对中国存在偏见和误解，还有一些国家和民众对中国抱有强烈的刻板印象，使中国在全球化发展和交流中存在一定的阻碍。因此树立良好正确客观的国家形象刻不容缓，选取有效的传播方式和渠道也义不容辞。自习近平总书记于2013年提出“一带一路”倡议以来。展现“一带一路”倡议和成果的影视作品层出不穷，纪录片作为一种客观真实的艺术形式在传播国家形象方面具有很强的权威性和独有优势，因此选取国家重点打造立项的纪录片《一带一路》作为研究文本。目前，学术界对于这方面纪录片的研究主要集中在对同类型题材的整体研究，缺乏对有代表性的个案纪录片的研究，因此分析《一带一路》的国家形象传播很有必要。

本研究首先重点对《一带一路》的内容文本进行研究分析，展现出该纪录片中所呈现的国家形象，主要是“崇尚和平”和“开放包容”的政治形象、“稳中就进”和“创新发展”的经济形象以及“外交共赢”和“创新交融”的文化形象这三方面。接着概述《一带一路》国家形象传播的六大特点，分别为：平衡内容去意识形态；全景式故事化讲述；跨文化叙述；文化传播和外交功能凸显；市场化于国家化相结合；政府重视与政策支持。紧接着总结出《一带一路》国家形象传播中存在的问题，分别是：内容呈现方面较为缺乏；资金投入与政策倾斜不够；宣传和传播平台较为欠缺；受众定位不清晰。最后对存在的问题提出相应的策略，并给同题材的纪录片给予一些参考，主要有以下几方面：创作策略多元化；传播平台多层次化；研究受众特点，扩大受众范围。

With the enhancement of China's economic strength and international status in recent years, China has increasingly become the focus of world attention. However, the presentation and dissemination of China's national image are not completely synchronized. Some western countries still have prejudices and misunderstandings about China, and some countries and people have strong stereotypes about China, which hinders China's development and exchanges in globalization. Therefore, it is urgent to establish a good, correct and objective national image, and it is also incumbent on us to select effective communication methods and channels.   Documentary films emerge in an endless stream one belt, one road initiative and one belt, one road documentary film as an objective and true art form has strong authority and unique advantages in disseminating national image. Therefore, the documentary film "one belt and one road", which is the key national project, is selected as the research text. One belt, one road, is the most important part of the research. The current research on this documentary is mainly focused on the whole research of the same type of subjects, and the lack of a representative case documentary. Therefore, it is necessary to analyze the national image of the "one belt and one road".

This study focuses on one belt, one road, and the content of the text. It shows the national image in the documentary, mainly the three aspects: "advocating peace" and "open and inclusive" political image, "stable and progressive" and "innovative development" economic image, and the cultural image of "win-win diplomacy" and "innovative blending". Next, it summarizes one belt, one road, six characteristics of national image: the balance of content and ideology. Panoramic storytelling; Cross cultural narration; The functions of cultural communication and diplomacy are prominent; The combination of marketization and nationalization; The government attaches importance to and policy support. Then, it summarizes one belt, one road, the problems in the national image transmission, namely, the lack of content presentation. Insufficient capital investment and policy inclination; Lack of publicity and communication platform; Audience positioning is not clear. Finally, it puts forward corresponding strategies for the existing problems, and gives some references to documentaries with the same theme, mainly in the following aspects: diversification of creative strategies; Multi tier communication platform; Study the characteristics of the audience and expand the scope of the audience.