Investigation On Chinese Culture Promotion Events In African Confucius Institutes

The Confucius Institute has been developing rapidly on a global scale in recentlyyears. By the end of2013, the Confucius Institute Headquarters (Hanban) had built440Confucius Institutes in115countries all over the world. This new age has posed anew demand for the Confucius Institute, except for the expansion of its scale. In herSpeech at the Opening Session of the8thConfucius Institute Conference, Liu Yandong,the Vise Premier of the State Council and the Chair of Board Directors of ConfuciusInstitutes, pointed out that “Frequent and engaging of culture events are the hallmarkof a successful Confucius Institute” Organizing various intercultural events andspreading the Chinese culture has become one of the most important missions of theConfucius Institute. Recently, based on the specific situations of the countries wherethey are located, combining the elements of both the Chinese culture and the localones, the Confucius Institutes have conducted several cultural events which appeal tothe local people and have won a good reputation from a wide public. Meanwhile,problems still exits. This thesis, based on the investigation into the current situation ofthe Chinese culture promotional events in theAfrican Confucius Institutes with theConfucius Institute at University ofAntananarivo, Madagascar as a case, aiming tostudy the current situation of the Chinese culture promotional events of theAfricanConfucius Institutes and give efficient suggestions for the solutions of the existingproblems so as to enhance the effects of these promotions.This thesis is divided into five parts. The first part is the introduction, trying toillustrate and analyze the put-forward of the subject, the significance of the study, thestudying method and the previous researches.The second part is to generalize theAfrican Confucius Institutes,ConfuciusInstitute at University ofAntananarivo, Madagascar and the Chinese culturepromotional events in theAfrican Confucius Institutes. Expounds Lesswell`s "5W"model to analyze the Chinese culture promotional events of the Confucius Institute atUniversity ofAntananarivo in Madagascar. By means of questionaires to collect thedata to analyze necessary its current situation from the five aspects: To Whom, Who, Says What, In Which Channel, With What Effect.The third part is to promote a new model-The Chain of Theme, of the Chineseculture promotional events in theAfrican Confucius Institutes. Analysis thebackground、advantages and strategy of this new model, and also provide sometargeted suggestions for the Chinese culture promotional events taking the SpringFestival as an example.The fouth part is rethink the Chinese culture promotional events in theAfricanConfucius Institutes and give efficient suggestions expounds the controllableelements:Who, Says What, In Which Channel in Lesswell`s "5W" model.The fifth part is the conclusion, pointing out the author’s awareness of thelimitations of this research.