大争之寺:中美报纸媒介对少林寺形象表征差异
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摘要
随着现代传播社会的发展,媒介成为参与建构目的地形象的重要力量。本研究选取在中国和美国发行量较大且具有代表性的报纸为研究样本,对其报道少林寺的内容进行搜集整理,综合运用扎根理论、卡方检验,分析中美报纸媒介对少林寺形象表征的差异,归纳出历史文化、现代发展、主要人物、整体认知四个主要范畴。研究发现:美国报纸整体上侧重于表征少林寺的历史文化,凸显以少林功夫为代表的历史文化形象,关注少林寺的国际化和商业化,强调与社会规范不符的主要人物形象,整体上塑造了一个复杂矛盾的少林寺形象;中国报纸侧重于表征少林寺的现代发展,突出历史文化的悠久和丰富多样性,关注国际化和商业化的同时更为关注少林寺旅游业发展,对主要人物既有批评质疑也有肯定赞誉,投射出一个举世闻名的少林寺形象。这种差异被总结为媒介对少林寺传统与创新之主观表达。
With the development of modern communication society, the media has become an important force to participate in the construction of the destination image. This research attempts to identify the differences of image representation of Shaolin Temple between Chinese and American newspapers. Representative newspapers were chosen as the sample and the content about Shaolin Temple on those newspapers were collected. The Grounded theory and Chi-square analysis was used to analyze the characteristics of the image of the Shaolin Temple. Finally, we got four main categories: historical culture, modern development, main characters and overall cognition. The results suggested that American newspapers focus on the history and culture, internationalization and commercialization, highlight the main character images that are inconsistent with social norms and try to shape a complicated and contradictory image of Shaolin Temple. Chinese newspapers focus on the modern development of Shaolin Temple, highlight the long history, rich and diverse culture. In addition to focusing on internationalization and commercialization, Chinese newspapers are also concerned about the tourism development of Shaolin Temple. There are both praise and criticism of the main characters in Chinese newspapers. As a whole,Chinese newspapers try to shape a Shaolin Temple image with a long history,rich culture and high popularity. This difference is summarized as the media's subjective expression of the tradition and innovation of Shaolin Temple. The media has an important influence on the formation of the organic image of the destination. The research about the media representation provides a reference for shaping the tourism destination image.
With the development of modern communication society, the media has become an important force to participate in the construction of the destination image. This research attempts to identify the differences of image representation of Shaolin Temple between Chinese and American newspapers. Representative newspapers were chosen as the sample and the content about Shaolin Temple on those newspapers were collected. The Grounded theory and Chi-square analysis was used to analyze the characteristics of the image of the Shaolin Temple. Finally, we got four main categories: historical culture, modern development, main characters and overall cognition. The results suggested that American newspapers focus on the history and culture, internationalization and commercialization, highlight the main character images that are inconsistent with social norms and try to shape a complicated and contradictory image of Shaolin Temple. Chinese newspapers focus on the modern development of Shaolin Temple, highlight the long history, rich and diverse culture. In addition to focusing on internationalization and commercialization, Chinese newspapers are also concerned about the tourism development of Shaolin Temple. There are both praise and criticism of the main characters in Chinese newspapers. As a whole,Chinese newspapers try to shape a Shaolin Temple image with a long history,rich culture and high popularity. This difference is summarized as the media's subjective expression of the tradition and innovation of Shaolin Temple. The media has an important influence on the formation of the organic image of the destination. The research about the media representation provides a reference for shaping the tourism destination image.
引文
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[24]马秋芳.旅游地媒体符号的内容分析——以陕西省为例[J].旅游科学,2011,25(3):35-44.
[25]刘彩凤.内蒙古旅游形象构建与传播的创新研究[J].黑龙江民族丛刊,2017(1):65-69.
[26]周永博,沈敏,魏向东,等.遗产旅游地意象媒介传播机制——苏州园林与江南古镇的比较研究[J].旅游学刊,2012,27(10):102-109.
[27]刘佳,吴晋峰,吴宝清,等.中国人距离远近的感知标准及群体差异[J].人文地理,2015,30(6):34-39.
[28]邵培仁,杨丽萍.媒介地理学:媒介作为文化图景的研究[M].北京:中国传媒大学出版社,2010:212.
[29]曾海芳.美国报业的数字化发展研究[D].上海:上海大学,2011.
[30]凯西·卡麦兹.建构扎根理论:质性研究实践指南[M].边国英,译.重庆:重庆大学出版社,2009:3.
[31]吕桓宇.嵩高连太宇禅净汇群圣[N].河南日报,2007-05-15:16.
[32] French, Howard W. So Many Paths. Which Shaolin Is Real? The Reply:Yes.[N]. New York Times, Late Edition(East Coast),2015-02-10.
[33]汤传稷.少林寺的新入世传奇[N].河南日报,2008-11-18013.
[34] Tatlow, Didi Kirsten. What Chinese Media Mustn't Cover at the'2 Sessions'[N]. New York Times(Online), New York:New York Times Company,2016-03-09.
[35]樊霞.文武推手论太极[N].河南日报,2008-06-24013.
[36]鬼今.和尚的屁股该坐在哪[N].南方周末,2008-08-07C30.
[37]陈阳.媒体地域、媒体级别、媒体导向与专业主义媒介表现——基于全国五城市媒体的内容分析报告[J].国际新闻界,2012(7):45-51.
[2] Stepchenkova S, Kim H, Kirilenko A. Cultural differences in pictorial destination images:Russia through the camera lenses of American and Korean tourists[J]. Journal of Travel Research, 2015,54(6):1219-1223.
[3] Stepchenkova S, Morrison A M. The destination image of Russia:From the online induced perspective[J]. Tourism Management, 2006, 27(5):943-956.
[4] Choi S, Lehto X Y, Morrison A M. Destination image representation on the web:Content analysis of Macau travel related websites[J].Tourism Management,2007,28(1):118-129.
[5] Jeoushyan H, Chentsang T. Government websites for promoting East Asian culinary tourism:A cross-national analysis[J]. Tourism Management, 2010, 31(1):74-85.
[6] K Ltringer C, Dickinger A. Analyzing destination branding and image from online sources:A web content mining approach[J].Journal of Business Research,2015,68(9):1836-1843.
[7] Hu T, Marchiori E, Kalbaska N, et al. Online representation of Switzerland as a tourism destination:An exploratory research on a Chinese microblogging platform[J].Studies in Communication Sciences,2014,14(2):136-143.
[8] Gyehee Lee, Liping A. Cai, Joseph T. O’Leary. WWW.Branding.States.US:An analysis of brand-building elements in the US state tourism websites[J]. Tourism Management, 2006, 27(5):815-828.
[9] Hunter W C. The social construction of tourism online destination image:a comparative semiotic analysis of the visual representation of Seoul.[J]. Tourism Management, 2016, 54(2):221-229.
[10] Hudson S, Wang Y, Gil S M. The influence of a film on destination image and the desire to travel:a cross-cultural comparison[J]. International Journal of Tourism Research, 2011,13(2):177-190.
[11] Xiao H G, Mair H L."A paradox of images":representation of China as a tourist destination[J].Journal of Travel&Tourism Marketing,2006,20(2):1-14.
[12] Hammett D. Tourism Images and British Media Representations of South Africa[J]. Tourism Geographies,2014, 16(2):221-236.
[13]马秋芳.国家旅游形象变迁:基于LP China的视觉符号文本分析[J].商业研究,2014,56(3):180-185.
[14]冯捷蕴.北京旅游目的地形象的感知——中西方旅游者博客的多维话语分析[J].旅游学刊,2011,26(9):19-28.
[15]黄燕,赵振斌,褚玉杰,等.互联网时代的旅游地视觉表征:多元建构与循环[J].旅游学刊,2015,30(6):91-101.
[16]程德年,周永博,魏向东.微电影与宣传片:旅游形象视频表征内容分析与结构研究[J].旅游学刊,2015,30(10):109-121.
[17]朱竑,韩亚林,陈晓亮.藏族歌曲对西藏旅游地形象感知的影响[J].地理学报,2010,65(8):991-1003.
[18]马秋芳,孙根年,张宏.基于Web的省域旅游地品牌符号表征比较研究[J].旅游学刊,2011,26(3):43-49.
[19]肖亮,赵黎明.互联网传播的台湾旅游目的地形象——基于两岸相关网站的内容分析[J].旅游学刊,2009,24(3):75-81.
[20]陈幺,赵倩倩,赵振斌.网络论坛与机构网站对西藏旅游形象传播的差异性[J].资源开发与市场,2013,29(3):314-316.
[21]王晓辉.互联网传播的西藏旅游形象研究——基于中文旅游网站文本的语义网络分析[J].贵州民族研究,2014,35(10):165-168.
[22]郭风华,王琨,张建立,等.成都“五朵金花”乡村旅游地形象认知——基于博客游记文本的分析[J].旅游学刊,2015,30(4):84-94.
[23]肖璟.西安旅游地映像构成:幻象与印象——从当代网络游记分析入手[D].上海:复旦大学,2008.
[24]马秋芳.旅游地媒体符号的内容分析——以陕西省为例[J].旅游科学,2011,25(3):35-44.
[25]刘彩凤.内蒙古旅游形象构建与传播的创新研究[J].黑龙江民族丛刊,2017(1):65-69.
[26]周永博,沈敏,魏向东,等.遗产旅游地意象媒介传播机制——苏州园林与江南古镇的比较研究[J].旅游学刊,2012,27(10):102-109.
[27]刘佳,吴晋峰,吴宝清,等.中国人距离远近的感知标准及群体差异[J].人文地理,2015,30(6):34-39.
[28]邵培仁,杨丽萍.媒介地理学:媒介作为文化图景的研究[M].北京:中国传媒大学出版社,2010:212.
[29]曾海芳.美国报业的数字化发展研究[D].上海:上海大学,2011.
[30]凯西·卡麦兹.建构扎根理论:质性研究实践指南[M].边国英,译.重庆:重庆大学出版社,2009:3.
[31]吕桓宇.嵩高连太宇禅净汇群圣[N].河南日报,2007-05-15:16.
[32] French, Howard W. So Many Paths. Which Shaolin Is Real? The Reply:Yes.[N]. New York Times, Late Edition(East Coast),2015-02-10.
[33]汤传稷.少林寺的新入世传奇[N].河南日报,2008-11-18013.
[34] Tatlow, Didi Kirsten. What Chinese Media Mustn't Cover at the'2 Sessions'[N]. New York Times(Online), New York:New York Times Company,2016-03-09.
[35]樊霞.文武推手论太极[N].河南日报,2008-06-24013.
[36]鬼今.和尚的屁股该坐在哪[N].南方周末,2008-08-07C30.
[37]陈阳.媒体地域、媒体级别、媒体导向与专业主义媒介表现——基于全国五城市媒体的内容分析报告[J].国际新闻界,2012(7):45-51.