| How to transmit Chinese stories and disseminate China’s voice to the world is intimately tied to the development of a discourse system for global communication with Chinese characteristics.At present,the Western theoretical model has occupied a leading position in the field of discourse analysis for a long time.But it is no longer appropriate for the new international cultural structure as a result of China’s improvement and strengthening of its overall.And it is necessary to take a more comprehensive,varied,and dialectical perspective on the traits and tactics of discourse with Chinese characteristics in international communication.Therefore,in order to clarify the differences in discourse characteristics under different cultural backgrounds,the present study examined how to construct a discourse system for global communication with Chinese characteristics from a cultural perspective based on the theoretical framework of cultural discourse study.The present study selected the Chinese culture videos posted on the international mainstream social media You Tube as the research objects and selected the 25 episodes of Why China series video released by the official media CGTN from March 2019 to December 2019 and the individual media blogger Liziqi’s videos from January 2020 to June 2021,total 25 episodes.This thesis used the research method of discourse analysis and conducted a quantitative analysis of discourse content by Python.This thesis discussed the discourse characteristics and communication strategies of the two groups of videos from the four micro levels,namely communicators,acts,medium,and effects,as well as the two macro levels of historical and cultural relations.The research purpose is to put forward measures for better constructing a discourse system for global communication with Chinese characteristics.The present study revealed that,at the micro level,the communicators of CGTN’s Why China were diversified.And this series videos mainly spread modern Chinese culture.CGTN paid attention to the use of language and non-verbal symbols.And overseas audiences generally showed positive emotions toward these videos.On the other hand,Liziqi’s videos mainly took ordinary people as the only communicators to spread Chinese traditional culture.Liziqi’s videos ignored the language use but valued the scenes.It was found in the present study that overseas audiences shared a positive sentimental attitude towards the videos,so it has achieved a profound international communication effect.In terms of historical and cultural relations,Why China adopted the strategy of discursive reinvention,while Liziqi mainly adopted the strategy of discursive appropriation.Despite the differences between the two sets of data,they complemented each other in constructing a discourse system for global communication with Chinese characteristics.Overall,there are still negative feedback in the current process of Chinese cultural global communication.The present study indicated that it is necessary to attach importance to the diversity of communicators when constructing a discourse system for global communication with Chinese characteristics.And official media and individual media should unite to form a joint force to spread Chinese culture and use self-shaping and other-shaping methods to jointly create a credible,lovable,and respectable China’s image.At the same time,Chinese media should combine various mediums and reasonably use language and non-verbal means to disseminate high-quality cultural content.Basing ourselves on the local area and taking a broad view of the world,Chinese media should spread rich and diverse cultural discourse at a deeper level,such as traditional Chinese culture,modern Chinese spirit,and values.At the same time,it should focus on showcasing the characteristics of contemporary Chinese society,policies,technology,etc.Thereby,the discourse power of Chinese culture can be enhanced and an open,pluralistic,and intelligible Chinese discourse system can be built. |
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