1、摘 要随着我国综合国力的增强，软实力尤其是国家形象的建构显得愈加重要。近年来形象宣传片以其强大的视觉文化 传播 效果，在国家外宣和国际公关中发挥着愈加重要的作用。我国国新办发起制作的主要面向西方观众的中国国家形象片 ，分为人物篇和角度篇 ，制作方试图通过形象片的传播，向西方民众构建一个正面真实的中国形象。With the enhancement of the overall national power of China, soft power, especially the state image, is of importance for this country. These years
2、, the image promotions with their powerful dissemination effect of visual culture have played an indispensable role on national publicities and international relations. This paper showcases how to construct a positive and comprehensive Chinas image in western countries though broadcasting national i
3、mage promotions recently shot by the State Council Information Office of PRC, named Chinas National Image Film, made up of Feafures and Perspectives . 本文以斯图尔特霍尔的文化表征理论和索绪尔巴特的符号学理论为理论基础，通过对中国国家形象片的内容进行视觉文化传播分析，研究发现形象片通过影像、语言、文字对符号进行阐释。通过毗邻轴分析，从 5 个问题、8 个主题、800 个镜头对角度篇进行总体的阐释，以“农民工子弟” 、 “外国人” 、“地铁”符号进
4、行表征，展现了一个开放、自信、真实的中国形象；以民族性影像主题进行视觉表征，通过突出民族性特点削弱或消除西方民众的固有偏见，强化或建立对中国和中国人的好感，进而构建积极的国家形象。通过研究其传播效果，可发现人物篇传播意图不明确、人物代表性受质疑，传播效果较差；角度篇多角度、内容较全面，能在一定程度上反映“真实”的中国，传播效果较好。通过本文的研究，可探讨形象片在构建国家形象中发挥的积极作用，并对如何运用视觉文化更好地构建国家形象提出思考。关键词：国家形象；视觉文化；符号；表征AbstractAlong with the increase in Chinas overall strength,
5、soft power, especially the construction of national image is more important. In recent years, image publicity with its powerful visual culture communication effect plays an increasingly important role in national overseas-targeted publicity and international pr. Our national press office made the Ch
6、inas National Image Film which is divided into the and , tried to build a positive and real image of China to western people through the spread of the image film.This paper is based on the theory of Cultural Representation of Stuart Hall and the theory of Semiotics of Saussure. Through the visual cu
7、lture communication analysis of the content of the China National Image Film, research found that the image film explain the symbols through images, language, words. Through the syntagmatic analysis,from 5 questions,8 topics, 800 lens to illustrates the .Symbols characterized as“children of Migrant
8、workers”, “foreigners”, “Metro”show a China image of “open, self-confidence and real”.National image themes characterized to weaken or eliminate the inherent bias by western people,strengthen or establish favorable impression on China and Chinese, by highlighting national characteristic, and then to
9、 build a positive image of the state.Through the research on its communication effect,we can find that the intention of is unclear,as a results of representative character questioned,the dissemination is poor;s content is more comprehensive, which to a certain extent reflects the “real“ China,and th
10、e effect is good.The research in this paper discusses that image film plays positive role in constructing the national image, and put forwards thinking of how to use the visual culture to build national image better.Key words：national image; visual culture; symbol; characterizeAbstractAlong with the
11、 increase in Chinas overall strength, soft power, especially the construction of national image is more important. In recent years, image publicity with its powerful visual culture communication effect plays an increasingly important role in national overseas-targeted publicity and international pr.
12、 Our national press office made the Chinas National Image Film which is divided into the and , tried to build a positive and real image of China to western people through the spread of the image film.This paper is based on the theory of Cultural Representation of Stuart Hall and the theory of Semiot
13、ics of Saussure. Through the visual culture communication analysis of the content of the China National Image Film, research found that the image film explain the symbols by images, language and words. Through the syntagmatic analysis,from 5 questions,8 topics, 800 lens to illustrates the .Symbols c
14、haracterized as“children of Migrant workers”, “foreigners”, “Metro” shows a China image of “open, self-confidence and real”.National image themes characterized to weaken or eliminate the inherent bias by western people,strengthen or establish favorable impression on China and Chinese, by highlightin
15、g national characteristic, and then to build a positive image of the state.Through the research on its communication effect,we can find that the intention of is unclear,as a results of representative character questioned,the dissemination is poor;s content is more comprehensive, which to a certain e
16、xtent reflects the “real“ China,and the effect is good.The research in this paper discusses that image film plays positive role in constructing the national image, and put forwards thinking of how to use the visual culture to build national image better.Key words：national image; visual culture; symbol; characterize
