Communication of China's national image in the Xi Jinping Era: take the national publicity films as an example

本研究以文本詮釋的方式，分析《領導人是怎樣煉成的》、《十三五之歌》與《南海》宣傳片其中之價值輸出與國家形象建構意涵，並以政治傳播的相關理論與外國媒體對宣傳片的報導內容，來檢視三部宣傳片的傳播與勸服效果。透過對文本的分析與詮釋，本研究發現上述國家形象宣傳片，不論在製播者、敘事形式與傳播方式上，都與過去的形象宣傳片有很大的不同。不僅宣傳片開始由非官方性質的製播單位所製作，影片本身的敘事型態也亦趨活潑與開放，擺脫過去刻板式的教條與灌輸式的內容。事實上，上開三部宣傳片使用了大量受眾熟悉，且較能夠接受的符碼，並透過「以敘代論」的方式，讓受眾自行再現片中的爭點與涵義，以期能達成更好的傳播效果，並建構正面的中國國家形象。而本研究在分析外媒對上述國家形象宣傳片的報導後亦發現，外媒對宣傳片的相關報導將對受眾產生議題設定上的效果，進而成為左右宣傳片傳播成效的重要因素之一。The research uses textual interpretation way to analyze the exports of values and the construction of national image from the following three national publicity films: “How Leaders Were Tempered”, “The 13 WHAT” and “South China Sea” propaganda videos. By applying the theories of political communication and observing related foreign media reports, this study also examines the communicating and persuasive effects of the three films. The research found that these films are different whether in producer, narrative forms and modes of communication from early period's production. For examples, the films were produced by unofficial studios, and with more vivacious style to get rid of the dogmatic and homiletic content. Actually, the above films apply many familiar codes to fit the audience. In order to get better effect, the above videos deliver their messages by stating the actual facts to avoid arguing with the audience and make them think deeply by themselves. In addition, the foreign media will bring agenda-setting effect on the audience. Therefore, it will play an important role in affecting audience’s attitude toward the national publicity films