公共外交视阈下中国国家形象塑造面临的挑战及对策研究
The Challenges and Countermeasures of China's National Image Formation from the Perspective of Public Diplomacy
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随着中国进入“两个一百年”的后半程，作为国家软实力水平风向标的公共外交在中国外交战略中的地位逐步凸显。通过加强国家软实力发展和建设来引导本国和他国人民认同、尊重和客观地看待中国，从而打造中国“社会主义大国”和“负责任大国”的国家形象将是中国实现战略利益，拓宽外交空间的重要课题。但受国内政治环境变化和国际社会发生权力转移的影响，中国发动公共外交，以改善国家形象便具有很强的现实和时代的必要性和紧迫性。就此，本文通过考察新中国成立后，五代中国领导集体塑造国家形象的历史轨迹，指明中国塑造国家形象中存在内政外交“相互作用”的影响因素；进而提出公共外交是改善国家形象的重要手段，同时国家形象的受众现状对公共外交发展有反噬作用；针对西方世界对中国的固有印象和中国国际话语权劣势、缺乏公共外交人才等问题，文章提出扩大国内支持基础，结合海外资源，用西式话语和逻辑“讲好中国故事”等建设性对策。希望能为中国在国际社会中树立一个“负责任的”大国形象提供学理和现实的参考价值。
Abstract
As China enters the second half of the "Two Centenary Goals"（两个一百年） period, public diplomacy, as a vane of the country's soft power level, is gradually gaining prominence in China's diplomatic strategy. By strengthening the development and construction of the country's soft power, the people of this country and other countries will be guided to recognize, respect and view China objectively. Building China's national image as a "socialist power" and a "responsible power" will be an important issue for realizing strategic interests and expanding diplomatic space.However, due to changes in the domestic political environment and the shift of power in the international community, there is a strong practical and contemporary need and urgency for China to launch public diplomacy in order to improve its national image. In this regard, by examining the historical trajectory of five generations of Chinese leaders in shaping the country's image since the founding of New China, this paper points out that in shaping China's national image, there are influencing factors such as the "interaction" of internal affairs and diplomacy; it then proposes that public diplomacy is an important means to improve the country's image, while the current state of the audience for the country's image has a countervailing effect on the development of public diplomacy. The article proposes constructive countermeasures such as expanding the domestic support base, combining overseas resources and using Western-style discourse and logic to "telling China's story well"（讲好中国故事）, in response to the Western world's inherent impression of China, China's inferior international discourse power and the lack of public diplomacy talents. It is hoped that the article will provide theoretical and practical reference value for China to establish a "responsible" image of a great power in the international community.
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