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建构良好的中国国际形象,既是国际传播的目标指向,也是理解国际传播效果的基础。环球舆情调查中心每年在包括中国在内的世界各国进行有关中国国家形象的调查,发现国际社会的认知与中国公众的自我认知之间既存在一致性,也存在落差。本文通过对2014年和2015年两年调查数据的比较分析,分别从“中国是一个世界性强国吗”“中国是一个爱好和平的国家吗”“中国人形象的文化特征如何”三个问题入手,力图理解国内国外对中国国家形象的认知状况,寻找落差,也为中国国家形象的塑造和建构寻找空间。
Constructing a good international image of China is not only the goal of international communication but also the basis for understanding the international dissemination effect. The Global Public Opinion Center conducts an annual survey of China’s national image in all countries in the world, including China, and finds that there is both consistency and gap between the international community’s perception and the Chinese public’s self-awareness. Based on a comparative analysis of the survey data from 2014 to 2015, the paper analyzes from “China is a world power?” “Is China a peace-loving country?” “What is the cultural identity of Chinese people? ”, Trying hard to understand the cognitive status of China’s national image at home and abroad, looking for the gap, and looking for space for the shaping and construction of China’s national image.