韦 路 谢 点

（浙江大学传媒与国际文化学院，浙江杭州310028）

全球中国形象研究的知识版图——基于SSCI期刊论文（1998—2015）的文本挖掘

韦 路 谢 点

（浙江大学传媒与国际文化学院，浙江杭州310028）

国际国内对中国形象的研究逐年增多，特别在2008年以后进入爆发式增长阶段。地区方面，来源于中国、美国、东南亚邻国和部分欧洲国家的中国形象研究相对较多。学科方面，新闻传播学、政治学、经济学、管理学的相关研究较多，各学科研究侧重点不同，多学科交叉趋势日益显著。主题方面，词频分析和文本挖掘表明，中国形象研究可归纳为五大研究主题，即形象传播、国家形象与公共外交、目的地形象与旅游管理、企业形象与国际化、城市形象与规划治理。理论方面，主要包括刻板印象、框架理论、议程设置、他者理论、品牌理论、认知理论、危机管理理论等。方法方面，国际中国形象研究以量化为主，调查和内容分析等方法较为盛行。现有研究的不足之处在于研究过于微观与琐碎，理论化程度不足，学科之间的关联性亦有待加强。

中国形象;国家形象;企业形象;城市形象;SSCI

Results show that the research on China image increased year by year，with a skyrocketing growth after 2008.Regarding the origins of research，China，the U.S.，the neighboring countries of China in Southeast Asia，and some European countries generated the majority of China image studies.As regards to the disciplines，the studies were mainly from journalism andcommunication，political science，economics，and management.While the studies from different disciplines had diverse research foci，there has been an emerging interdisciplinary tendency in the research on China's global image.With regard to themes，word frequency analysis and text mining revealed five themes in this field，namely，1）image communication which concentrated on image construction and relationship management;2）national image and public diplomacy which discussed the effect of public diplomacy on image construction;3）destination image and tourism management which treated China as a tourist destination;4）corporate image and internationalization which aimed to explore the effect of corporate products and brands on China image，and 5）city image and urban planning which focused on urban expansion and environmental management.The theoretical approaches included stereotype，framing theory，agenda setting，theory of the other，branding theory， cognitive theory and crisis management theory.In terms of methods，China image scholars used more quantitative methods such as content analysis and survey.Generally，the perceptions of China image varied across countries and changed over time and were influenced by the economic and social conditions. Not only official communication，but also non-governmental contacts influenced the foreigners’image cognition of China.And the forms of communication were mainly public diplomacy，official media propaganda，local government cooperation，international trade between companies，major sport events， transnational tourism，and social media interaction.

The limitation of current research is the lack of theory building.Most studies were too micro and trivial，without general significant innovations.Overall，this study maps the current research on China image in the whole world，with an attempt to promote China image among different disciplines，and to offer strategic advice to Chinese government as far as China's soft power enhancement is concerned.This study not only presents the situation，shortcomings and potential direction in the research on China image，but also provides practical references and advice for China image construction from multivariate aspects，such as national image，city image，and corporate image.Key words：China image;nation image;corporate image;city image;SSCI

随着中国现代化和国际化进程的加快，中国形象研究作为一个领域正越来越受到国内外政府、学者及业界的共同关注。世界将中国看作一支不可忽视的崛起中的力量，试图通过对中国形象进行研究来制定外交政策、开展政经合作、寻求共同发展。国内也开展相关研究来传播正面形象、推动经济全球化、增强国家软实力。……