Public Diplomacy of the Republic of China: A Case Study of Chinese Promotion in Vienna

華語，位居全球第一母語使用人口的首位，在21世紀初期更形成「華語熱」，席捲全球。我國為對外推廣正體中文，致力臺灣研究與漢學研究，以及介紹有臺灣特色的中華文化，遂於2011年10月在美國掛牌成立三處實體臺灣書院。 本文旨在探索我國之公眾外交，在華語推廣方面採用何種實施策略，執行方面受到哪些因素影響；並以維也納之政策受眾為視角，透過深入且系統性訪談的方式取得受眾對政策之評價與反應，藉以瞭解我國華語推廣政策的執行成效，以及面對的威脅與挑戰。 研究途徑採取歷史制度主義，透過時間與重大事件產生的「關鍵時刻」，分析華語推廣政策面臨權力更迭時，政策之所以延續與終止的原因。藉由制度為中程理論的視角，向下探討制度如何規範、影響華語推廣，向上探討制度對我國在全球華語市場比例的影響。並歸納出各部會華語推廣政策各行其是、未充分整合，致使華語推廣效益難以展現。 理論以柔性權力為公眾外交之基底，指出柔性權力仍仰賴剛性權力；進而呈現我國推行華語推廣相關政策，實則以中等國家國力的有限資源，推行大國格局的政策。對照歐陸同為德語國家的奧地利與德國，分別設有之奧地利學院及歌德學院，檢視奧國如何自我定位與採取推廣策略，並用以做為兩岸臺灣書院與孔子學院的互動借鏡。此為以權力為要素的視角出發，指出我國華語推廣政策侷限之處，為我國臺灣書院之定位進行建議。 第一章為緒論；第二章討論公眾外交的發展與理論，以及說明我國公眾外交的發展脈絡；第三章探討中等國家之定義與中等國家公眾外交，並檢視奧地利與我國進行公眾外交的策略與實際作為；第四章以維也納為範圍，回顧華語推廣的背景與華語市場概況，並對各項華語推廣政策的成效與挑戰進行分析；最後，第五章針對我國華語推廣政策與公眾外交的策略做出建議並作結。The Chinese language ranks first as the most widely spoken mother tongue in the world. Meanwhile, “Chinese mania” has been formed and overwhelmed the whole world in the beginning of 21st century. In order to promote traditional Chinese to foreign countries, the Republic of China (ROC) dedicates itself to promote Taiwan Study, Sinology Study, and introduces Chinese culture with Taiwanese characteristic. As a result, the ROC established three physical Taiwan Academy in the United States in October, 2011. This study focuses on public diplomacy of the ROC government, reviews its strategies on the promotion of Chinese language, and identifies the factors which influence the implementation of government. This thesis embraces the receivers’ viewpoints of the policy of promoting the Chinese language in Vienna, and attempts to retrieve the evaluation and response of the receivers via systemic interview. By methods mentioned above, this study could figure out the effects, threats and challenges of the promotional policy of the Chinese language of the ROC. This study adopts historical institutionalism as the research approach. Through analyzing the critical juncture molded by the time and the vast events, this study could conclude the reason of resistance and reincarnation of the promotion policy of the Chinese language when facing power changes. Furthermore, utilizing the perspective of institutionalism as a mid-range theory, this study deliberates how institution confines and influences the Chinese language promotion downwards, and how institution impacts the market share of the Chinese language market of the ROC in the world upwards. Thus, by inducting these promotional policies of the Chinese language from different ministries, the insufficient integration of the policies led to under performance of the promotion of the Chinese language. This study employs soft power theory to debate public diplomacy, and proves that soft power prodigiously relies on hard power. The promotion policies of Chinese language of the ROC government exploit limited resources of the middle power state to implement the policies with the great power framework. Compared to the German-speaking countries, Austria and Germany, they respectively established Austria Institute (Österreich Institut) and Göthe Institute (Göthe Institut). The promoting strategy and self-positioning concept of Austria could be the pattern of the interaction of Taiwan Academy and Confucius Institute. Under this circumstance, this study distinguishes the response of Austria Institute under the worldwide deployment of Göthe Institute. Thus, the author could indicate the limitation of the promotion policy of the Chinese language of the ROC government, and suggest the appropriate positioning of Taiwan Academy from the viewpoint of power perspective. This study begins with introduction, and elaborates on the development and theory of public diplomacy and the history of public diplomacy of the ROC government in Chapter 2. In Chapter 3, this study discusses the definition of middle power state and the public diplomacy of the middle power state, and review the strategies and the practice of the public diplomacy of Austria and ROC. In Chapter 4, this study reviews the background of promoting the Chinese language and the profile of the Chinese language market in Vienna. Besides, this study analyzes the results and challenges of the individual promotion policies of the Chinese language. In the final part, this study provides the suggestions to the promotion policies of the Chinese language of the ROC and to the public diplomacy as conclusion