【2010.02 博客uselesstree】软实力的形式和内容

zhongdong_wang

【原文标题】The Form and Content of Soft Power
【中文标题】软实力的形式和内容
【来源网址】http://uselesstree.typepad.com/useless_tree/2010/02/the-form-and-content-of-soft-power.html
【原文库链接】http://bbs.m4.cn/thread-221913-1-1.html
【译者】Zhongdong_Wang
【翻译方式】人工翻译
【特别声明】本翻译供Anti-CNN使用，未经AC或译者许可，不得转载
【译文】
I am working on a paper, which I will present in Beijing and Shanghai in March, on the limitations to using Confucianism as a tool of the PRCs "soft power." (I am building upon, and extending beyond, this post from last fall).  So, I am thinking about soft power....
我正在着手一篇论文，这篇论文我将在三月在北京和上海提交，内容是关于使用儒家思想作为中华人民共和国“软实力”的局限性的（我正在根据去年去年秋天这篇帖子建立和扩展那篇论文）。因此，我正在考虑有关软实力的问题......
So, it was with some interest that I noticed a translation of an op-ed in the Chengdu Commericlal Daily, by journalist Chen Jibing, over at China Media Project. Chen argues that, if the PRC government really wants to gain in terms of global soft power, it is not enough to simply build up the technological capacities of Chinese media.  Content matters:
因此，出于某种兴趣我注意到了陈季冰记者在“成都商报”上关于“中国传媒研究计划”上一篇撰文的专栏译文。陈辩论说，如果中国政府真正地想要在全球软实力方面有所收获，那么只是简单地加强建设中国媒体的技术能力是不够的。内容与下述情况相关：
      
       Objectively speaking, the influence of Western media has been determined not just by an advantage in assets and technology translating into broad geographical coverage. To a large extent, it derives also from the high quality of their news content.
       客观地说西方媒体的影响力不仅决定于转化为地理覆盖面的资产和技术的优势。在很大程度上，这种影响力还源自于它们新闻内容的高质量性。
       …
       Making the world hear the voice of China is not difficult. It is partly a matter of how much money we put in.But the difficulty lies in making the world accept China’s viewpoints. In the final analysis, the origin of the influence of the media or any cultural product lies in the true and credible nature of the facts of the news and in moral values with appeal.
       让世界听到中国的声音并不难。这在一定程度上只是我们投入多少财力的问题。而问题存在于让世界接受中国的观点。归根到底，媒体或者任何文化产品影响力之根源在于新闻事实的真实和可靠性本质以及所呼吁的道德价值。

Now, we can argue about the biases and failures of the Western media.  But Chen has a point, in that the more overt, and often clumsy, political regulation of news content in the PRC does put it at a disadvantage in terms of global credibility.  Indeed, what might save Western media in this regard is not the credibility, or lack thereof, of any particular source, but the profusion of many, many different sources.  So, not only does content matter, but lots of diverse content matters even more.
现在，我们可以就西方媒体的失败和偏差辩论。但是，陈有一个这样的观点那就是在中国对新闻内容公然的通常是拙劣的政治管制确实使中国在全球信誉方面陷入了不利境地。实际上，在这点上可能拯救西方媒体的不是信誉，或者说因此导致的任何特殊资料来源的缺乏，而是很多东西的过于丰富，许多不同来源的资料。所以，不仅和内容相关而且更多地是和大量的不同内容详情有关系。
Freedom of content matters.  And, of course, the CCP limits the range of published opinion in an effort to bolster its own narrative and power.  Without greater freedom of expression and publication, Chinese soft power is likely to be constrained.
内容的自由度有关系。而且毫无疑问地，中国共产党限制发表主张的范围力图支持它自己的说法和政权。没有更大的言论和出版自由，中国的软实力可能会受到压制。
But soft power is not only about content.  It is about form.  This, at least, is an idea that came to my mind when I saw this article: "How China is using art (and artists) to sell itself to the world."  It considers how various forms of contemporary art - painting, sculpture, film, etc. - can project a new, and more appealing image of China to the world.  And there is likely a certain truth in that.  China is more culturally creative and vibrant and attractive (and "attraction" is what soft power is all about) than it was thirty, or even twenty, years ago.
但是软实力不仅和内容相关。它还和形式相关。这至少是我在看“中国是怎样用艺术（和艺术家）向世界推销自己的”这篇文章时出现在我头脑中的念头。这个念头就是我在考虑各种不同形式的当代艺术绘画、雕塑、电影等等如何得以向世界设计提供了一个崭新的更吸引人的中国形象。这其中可能存在着某种真理。比之于30甚或20年前，中国的确是更具有文化创意、活力和吸引力了（而“吸引力”正是和软实力相关的全部内涵）。
The question, though, is whose soft power is being served here?  The forms of much of Chinese contemporary art are drawn from international, including American, influences.  These pieces can move from galleries to museums to exhibitions all around the world.  They have a Chinese aspect to them but they are recognizable, their form is familiar, to Western audiences.  They are not exclusively and singularly "Chinese."  They are cosmopolitan.  And I wonder, does the diffusion of such avant garde art forms serve the soft power interests or China or the US?  Are they attracting "us" to become more like "them."  Or are "they" becoming more like "us"?
尽管如此，问题是这里为之服务的是谁的软实力？中国当代艺术的多种样式是提取自包括美国的具有国际性影响的事物的。这些东西可以从画廊搬到遍布世界各地的博物馆或者展览会。它们有一个中国外貌，但是它们是认得出的，它们的样式是为西方受众所熟悉的。它们并非排外地无法理解地“中国式的”。它们是世界性的。因此我感到疑惑，如此“前卫”的艺术样式的传播难道是服务于中国或者美国的软实力利益？它们正在吸引“我们”变得更加像“他们”还是“他们”正变得更像“我们”？
To be clear, I think Chinese soft power is growing.  But I am not sure it is a function of "art" and "culture" (including philosophy).  I suspect it has more to do with economic performance and politics.  If the PRC's economy keeps growing, and political turbulence is kept in check, then the attractiveness of the "Beijing Consensus" is likely to gain globally.  But if the economy declines, and/or protests and demonstrations increase, then the China model may appear rather less attractive, regardless of media or art or philosophy...
需要明确，我认为中国软实力正在成长。但是我不能确定这是“艺术”和“文化”（包括哲学）的功能。我怀疑这更多地和经济表现及政策有关。如果中国的经济保持增长，而且政治动荡受到制止，那么“北京共识”的吸引力就会使全球受益。但是如果经济倒退，并且/或者如果抗议和示威游行增加，那么中国模式就会显得相当缺乏吸引力，不管媒体或者艺术或者哲学…怎么样。

和解团结

辛苦了，顶一下

zhongdong_wang

谢谢

krypton

膜拜你，大哥太厉害了！

耳冉子

这篇博文无非在说，不答应类似信息帝国主义国家情报谷放开网络审查的限制这样一些要求，中国的软实力就永远不会被西方所认可


还是一派鼓吹西式言论自由的陈词滥调

音乐盒

所以，硬实力正是是软实力的基础。

另外，儒家博大精深，作为输出的软实力内容，不差。

koobobo

确实，我们的媒体和文化产品，所呼吁的道德价值可能很难有足够的影响力，一是需要时间，二是需要技巧，三是需要信誉。