国家形象战略研究

【作者】 陈世阳；

【导师】 宫力；

【作者基本信息】 中共中央党校 ， 国际政治， 2010， 博士

【摘要】 国家形象是国际关系中的一个重要变量,具有重要战略作用。它既是国家利益的一部分,又是追求和维护国家利益的工具。在全球化时代的国际竞争中,国家形象的战略地位日益凸现出来,各国纷纷从战略高度对国家形象重新定位,竞相调整或重塑国家形象。在国家形象的建构和传播过程中,广大发展中国家处于不利地位,以美国为首的西方国家,凭借掌握的强大国际传播力量,把歪曲和丑化包括中国在内的广大发展中国家的形象作为其国际战略的重要组成部分。如何塑造良好的国家形象,增强国际社会对中国崛起的认同,有效避免被包围遏制,从而为国家的和平发展争取更为稳定、友好、合作的外部环境,对正在崛起的中国具有重大的理论和现实意义。但目前国内外国家形象战略研究中存在的宏观和理论研究不足,视角方法单一的现状不能满足现实发展的需要,因此,开展和加强对国家形象战略的研究就显得十分必要。本文的基本思路是首先搭建国家形象战略框架,以此为依据分析、总结新中国60年来国家形象战略思想和实践的历史演变,最终落脚于对中国国家形象战略的思索和设计。因此,本文在逻辑上分三部分。第一部分是理论部分,包括前五章的内容。这一部分是全文的理论基础,主要集中回答国家形象战略的概念、国家形象的战略作用,国家形象战略在国家战略中的地位等问题,并结合国际政治学、战略学、形象学、传播学等相关理论提出国家形象战略框架。国家形象战略是国家调动一切力量与资源以塑造良好国际形象的艺术与科学。国家形象战略的要素包括:国家形象战略资源、国家形象战略环境、国家形象战略定位和国家形象战略的实施。这些要素构成了国家形象战略框架的主要内容,可分为两个部分:战略谋划和战略实施。前者集中于观念层面,包含对国家形象战略资源的分析、战略环境的判断、战略目标的确定以及国家形象的定位;后者主要涉及实践层面,主要包含国家形象塑造和危机管理,其中国家形象战略实施涉及国家形象的塑造和危机管理。第二部分包括第六章,在国家形象战略框架指导下,主要从历史的角度考察新中国60年来在毛泽东时期、邓小平时期、冷战后时期国家形象战略的思想和实践,总结其中的历史经验教训,挖掘中国国家形象的特点和内核,指导未来的国家形象战略设计。新中国成立的60年是中国不懈努力探索和建设现代化的过程,也是国家形象塑造的过程,期间形成了一些特点,成为中国国家形象战略的珍贵启示。在这个过程中,中国领导人树立和形成了建设现代化国家的国家形象战略目标,并结合时代特征和实践的发展,不断丰富着这个目标的内涵;尽管不同时期,对国家形象的具体定位由于受中国实际情况、领导者个人、国内外环境等因素的影响而有所变化,但社会主义、大国、和平是贯穿建国后中国国家形象不变的特色;发展综合国力、对外宣传和外交是塑造国家形象的重要途径。第三部分包括第七章,主要是分析中国国家形象现状,结合国家形象战略框架以及中外经验教训,提出未来10年中国国家形象战略设计。在战略谋划上,未来的国家形象战略应坚持战略机遇期的判断,坚持富强、民主、文明的现代化国家的战略目标追求;在尊重历史、现状基础上,结合国家形象战略的目标,应从多个方面对未来中国国家形象进行定位:改革开放的经济形象、民主进步的政治形象、和谐文明的社会形象、和平发展合作的大国外交形象、和平透明的军事形象。在战略实践上,应进一步加强改革开放,建设更高水平的小康社会,尤其要注意的几个关键领域是:加强执政党自身建设;加强政府自身建设,提高政府危机应对能力,树立政府新形象;提高国民素质,培养国民的大国心态、国际意识和形象意识;培育一批在国际上有影响力的企业和品牌,加强国家品牌形象建设。进一步推进国家形象外交,坚持和完善政府外交,发挥民间外交在塑造国家形象中的独特作用;大力发展公共外交,尤其是加强文化外交和国际公关。进一步加强媒体建设,提高国际传播力:推进对外传播事业的改革和建设,转变传播观念,提高传播技巧,增强对外传播的国际影响力。在研究方法上,本文力图融合多种研究方法,强调理论与实践相结合。在方法论上,注重定量分析、定性分析、历史分析、实证研究等方法的结合。在理论层面,以国际政治学和战略学的理论为基础,同时注意借鉴吸收形象学、心理学、传播学、公共关系学等学科的方法和理论成果。在实践层面,以理论为基础,总结中外实践经验,提出对策建议。更多还原

【Abstract】 National image, as a key variable in the studies of international relations, plays an increasingly important strategic role in the contemporary world. It is not only part of the national interest, but also the tool to pursue and maintain national interest. In the global competition, the strategic significance of the national image has become so evident that countries are striving to redefine, adjust and reshape it in their international strategy. In the process of national image building and communication, the developing countries are at a disadvantageous position in the global system dominated by the US-led Western countries, which tightly control international media and make them a tool to distort and vilify the images of developing countries including China, which constitutes an important part of their international strategy. It is of great theoretical and practical significance for rising China to reflect on how to build a good national image, enhance the recognition of China’s rise, and avoid being surrounded and contained in the international community, so that a more stable and friendly external environment could be created. However, the research on the strategy of the national image at home and abroad has had deficiencies in both macro theories and methodology, and cannot adequately meet the needs of developing realities. Therefore further studies on the subject have become a pressing task in the studies of national strategy.The basic objectives of the research are to build a tentative theoretical framework for understanding China’s national image strategy, to trace its historical evolution in the thinking and practice over the past 60 years, and to conclude with designing the Chinese image strategy in the future. Hence, this dissertation is logically divided into three parts. The first is the theoretical part including the first five chapters of the dissertation. This section provides a theoretical basis of the whole dissertation, which focuses on exploring the conception, role, and significance of national image in the national strategy. On the basis, it proposes a strategic framework for the country’s image from interdisciplinary perspectives such as international politics, strategic studies, image science, and communication. National image strategy is both an art and science to mobilize all national forces and resources to create a favorable international image. The key elements for the strategy include the strategic objectives, strategic resources, strategic environment, strategic positioning and strategic implementation, which involve the image construction and crisis management. These elements constitute the major contents of the framework for national image strategy.The second part, consisting of Chapter VI, mainly traces the thinking and practice of national image over the history of New China from Mao period, to Deng Xiaoping period and to the post cold War era, draws lessons from the history, and explores the characteristics and cores of China’s national image strategies to guide the work to design the strategy in the future. The sixty years of New China has not only been a process of hard exploring and constructing a path to modernization, but also the process of shaping the national image, which has formed a number of features, that become the precious heritage for China’s national image strategy. In this process, Chinese leaders set up and formed the strategic goals of building a modern country with characteristics of the times and developing realities, and constantly enriched the connotations of this goal. Although the leaders’personality, as well as domestic and international conditions, change over time, socialism, big developing country, and peace have been the keywords on the country’s image; enhancing comprehensive national strength, external publicity and diplomacy are the important ways to construct the national image.The third part, Chapter VII, mainly analyzes the current conditions of China’s national image, references lessons from the experiences of China and other countries, and put forwards some proposals on China’s national image strategy in the coming 10 years on the basis of the framework in the previous chapter. Strategic planning on the future national image should adhere to the judge of important strategic opportunity period, and persist in the pursuit for the objectives of a prosperous, democratic and civilized modern country. Based on historic traditions and the current situation, the future China image should be positioned in several important aspects: the economic image of reform and opening up, the political image of democracy and progress, the social image of a harmonious and civilized society, the diplomatic image of peace, development, cooperation and big developing country as well as military image of peace and transparency. On the level of the strategic practice, we should further strengthen the reform and opening up, and build a higher level of well-off society, with particular attention to several key areas: strengthening the ruling party’s and the government’s own building, improving the government capabilities for crisis management, establishing a new image of the government, improving the national quality, culturing people’s big country mentality international awareness and image awareness, fostering a number of influential international businesses and brands, strengthening national brand image building; further promote the image diplomacy, improve the administration’s diplomacy and non-governmental diplomacy to play a unique role in shaping the national image; develope public diplomacy, particularly strengthen cultural diplomacy and international public relations. Further, we should strengthen the media, and raise its international influence: enhancing the reform and development of the international communication departments, changing communication idea, and improving communication skills, and increasing the international influence of external communication work.On the research methods, the dissertation seeks to integrate a variety of research methods, with emphasis on combining theory with practice. In terms of methodology, it combines quantitative analysis, qualitative analysis, historical analysis, and empirical research. In theory, it bases on international politics and strategic learning theory, and absorbs into the study the methods and theories of the image science, psychology, communications, public relations disciplines, etc. On a practical level, it draws lesson from the experience and practice and puts forward countermeasures and suggestions.更多还原