出版科学 ›› 2026, Vol. 34 ›› Issue (1): 93-103.

• 出版“走出去”专题 • 上一篇    下一篇

中国出版“走出去”进程中国家形象海外传播的 理论逻辑与现实特点

  

  1. （华侨大学新闻与传播学院 / 外国语学院，厦门，361021）（华侨大学新闻与传播学院，厦门，361021）（浙江工商大 学杭州商学院，杭州，311500）
  • 收稿日期:2025-03-22 修回日期:2025-06-16 出版日期:2026-02-09 发布日期:2026-02-09
  • 作者简介:潘文年，管理学博士，华侨大学新闻与传播学院 / 外国语学院教授、博士生导师 ；李佳佳，华侨大学新闻与传播学院 2023 级硕士生 ；卢继海，通讯作者，教育学博士，浙江工商大学杭州商学院副研究员。
  • 基金资助:
    本文系 2023—2024 年度福建省高校以马克思主义为指导的哲学社会科学学科基础理论研究重点项目 “中国出版‘走出去’过程中国家形象的传播效能提升研究”（ FJ2024MGCA051）、2025 年度福建省社会科学基金 项目“数字人文背景下的福建侨批保护利用研究”（FJ2025B122）阶段性研究成果。

Theoretical Logic and Practical Characteristics of Overseas Dissemination of National Image in the Process of China’ s Publishing “Going Global”

  1. （School of Journalism and Communication / School of Foreign Languages， Huaqiao University， Xiamen， 361021）（School of Journalism and Communication， Huaqiao University， Xiamen， 361021）（Zhejiang Gongshang University Hangzhou College of Commerce，Hangzhou， 311500）
  • Received:2025-03-22 Revised:2025-06-16 Online:2026-02-09 Published:2026-02-09

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摘要： 在全球化、数字化与网络化深度融合与交织共进的当代语境下，中国出版“走出去”进程中的国家形象海外传播具有独特的理论逻辑与现实特点。理论逻辑揭示了中国出版“走出去”传播国家形象的理论必然性和内在规定性，主要体现为：符号逻辑通过表意、编码与叙事，借助符号特点赋能国家形象的媒介呈现与多元表达；载体逻辑依靠物质具象、内容形式与流通渠道，构建国家形象传播的物质与渠道基础；受众逻辑从读者群体、多元特点及阅读效果三个维度奠定国家形象传播的受众基础。数字技术的深度嵌入使这种传播呈现独特的动态特点：主题呈现从单一叙事转向多维表达，内容符号实现从传统到现代的转型，传播主体由政府主导走向多元主体协同共创，叙事逻辑从阐释依附迈向话语自觉，传播渠道从单一路径依赖拓展为多元融合共生，受众定位从宽泛覆盖转为精准聚焦。这些特点的呈现，为数字技术的深度介入指明了驱动方向、昭示了未来空间，有利于提升中国出版的国际传播能力及国家形象的海外传播效能。

关键词: 中国出版“走出去” , 国家形象 海外传播 理论逻辑 现实特点

Abstract: In the contemporary context of globalization， digitalization and networking， the overseas communication of national image in the process of “going out” of Chinese publishing has unique theoretical logic and practical characteristics. The theoretical logic reveals the theoretical inevitability and internal regulation of China’ s publishing “going out” to spread the national image， which is mainly reflected in the following aspects ： symbolic logic enables the media presentation and multiple expression of the national image by means of ideographic，coding and narrative， and with the help of symbolic characteristics； carrier logic relies on material representation， content form and circulation channels to build the material and channel basis for the dissemination of national image； the audience logic has laid the audience foundation for the dissemination of national image from the three dimensions of reader group， pluralistic characteristics and reading effect. The deep embedding of digital technology also makes this kind of communication show unique dynamic characteristics ： the theme presentation has changed from single narrative to multi-dimensional expression， the content symbol has realized the transformation from traditional to modern， the communication subject has changed from government led to multi subject collaborative creation， the narrative logic has changed from interpretation dependence to discourse consciousness， the communication channel has expanded from single path dependence to multiple integration symbiosis， and the audience positioning has changed from broad coverage to precise focus. The presentation of these features points out the driving direction and future space for the in-depth intervention of digital technology， and also provides a new perspective and method path for relevant theoretical research and overseas practice， which is conducive to improving the international communication ability of Chinese publishing and the overseas communication efficiency of the national image. 

Key words: China’ , s publishing “going out” National image Overseas communication Theoritical logic Practical characteristic

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