Evaluation And Analysis Of The Effects Of Chinese Cultural Communication At The Confucius Institute In The Hassan ? University In Morocco

This paper draws on the Chinese cultural influence assessment framework and the dimensional theory of communication effect evaluation,selects the Hassan II University Confucius Institute(Casa Confucius Institute)as the object,and utilizes the questionnaire as a tool to evaluate the effects of Chinese cultural communication.Based on the "5W" communication procedure,the communicator,content,media,audience and the communication effect are hypothesized to be correlated.Through follow-up interviews with the audiences to verify the hypothesis,this paper proposes feasible suggestions for the Chinese culture communication of the Confucius Institute.The results of the survey show that the audiences hold positive view on Chinese culture and have inclination to learn about it.Therefore,the Chinese culture communication of Casa Confucius Institute has achieved a significant accomplishment.However,there exist differences among variables and the underlying reasons are worth studying.Further,the communicator(Chinese teacher volunteer),the content of communication,the media and the audience are correlated with the communication effect.What influences audience's impression on the Confucius Institute and China are linked to the satisfaction with the communicator,the audience's interest in the dissemination of content and the availability of the media.The highly-motivated audiences prefer to participate in cultural activities than the others,and they are more likely to serve as an "Opinion Leader" who helps Chinese cultural "Second Dissemination".Finally,based on the survey results and analysis,the author proposes suggestion on the Chinese culture communication of the Confucius Institute:(1)From the perspective of the communicator,a long-term resume files will be needed to choose eligible Chinese teacher and better match the prospective Institute.The communicator who achieves high proficiency level of the foreign language and has ample cultural knowledge and personal charism are preferred by the audiences in general.In addition,native-language teachers could also aid cultural communication;(2)as for the content of communication,we'd better pay attention to ancient culture and modern society at the same time,integrate resources and balance the relationship between language and culture relatively;(3)speaking of the media,overseas cultural communication should take advantages of film,audiovisual resources,and expand communication channels."Opinion leaders" deserve the attention;(4)it's necessary to tailor our cultural communication framework to satisfy the needs of the audience and to broaden the Chinese teaching path,and offering the professional courses that highly-demanded also helps to attract audiences and promote cultural communication;(5)building up a feedback and long-term evaluation mechanism will function well and should be attached importance to.