"Self-shaping" and "Other-shaping" of national image from the study of translation and communication: take international energy public opinion reports as an example
翻译传播学视角下国家形象的“自塑”与“他塑”：以能源舆情报道为例

摘要

在全球化和信息传播技术飞速发展的背景下，国家形象的构建与传播已突破传统界限，成为国际文化交流和国际关系中的核心议题。各国正积极运用多元化的策略来展现其独特形象，然而，这一构建过程并非只是国家的内部事务，而是受到来自多元“他者”视角的影响。因此，深入研究国家形象的塑造具有重要的现实意义，有助于媒体把握主动权，积极发声，以构建真实、立体、全面的国家形象。本研究通过文献研究法与案例分析，从翻译传播学视角分析外媒涉华能源舆情的相关报道，深入探讨能源舆情方面中国国家形象的构建，对比不同国家主体塑造中国国家形象的特点，揭示中国在塑造国家形象的过程中所面临的挑战，挖掘背后原因，探索出一条提升中国国家形象的可行路径，以加强国际社会对中国的认知与认同。同时，为国际传播和翻译专业学子进行翻译传播实践提供新的理论视角和方法指导。

Abstract

Against the backdrop of globalization and the rapid development of information and communication technologies, the construction and dissemination of a country's image has changed beyond traditional boundaries, which become a central issue in international cultural exchanges and international relations. Countries are actively applying diversified strategies to present their unique images, but this process of image building is not only an internal affair of the country, but is also influenced by the perspectives of multiple “others”. Therefore, it is of great practical significance to delve into the shaping of national image, which can help the media to seize the initiative and speak out actively in order to build a real, three-dimensional and comprehensive national image. This study analyzes the foreign media's reports on China-related energy public opinion from the perspective of translation and communication through the literature research method and case study analysis, deeply discusses the construction of China's national image in the context of energy public opinion, compares the characteristics of the different national subjects in shaping China's national image, reveals the challenges faced by China in shaping its national image, and digs out the reasons behind them, so as to explore the feasible path to enhance China's image and to strengthen the international community's understanding of China's role in the world economy. At the same time, it will provide new theoretical perspectives and practical guidance for international communication and translation students in their translation and communication practice.