The Research Of Cultural Transmission Strategy Of Academic Confucius Institute

After 13-year mass construction,Confucius Institutes have now entered a transition period which features localization to foreign culture.Among all the Confucius Institutes,research-oriented Confucius Institutes,as emerging ones,are unique since they advance high-level Chinese cultural and academic events and focus on organizing academic exchanges,thus serving as an academic platform for sinology.Research-oriented Institutes grow fast.However,it is still unclear whether the communication model of such institutions promote the spreading of Chinese culture.London Confucius Institute,established in 2005 and jointly run by Beijing Foreign Studies University and SOAS,UCl since 2013,is the only research-oriented Confucius Institute in the U.K..The branding events of LCI--the Chinese Forum and the Language Exchange--have a history of 5 years and have great communication effects in local community.In such a Confucius Institute focusing on academic promotion,the China Forum has long invited home and abroad scholars to share their research results.Since its debut in 2015,it has been over 70 sessions.The Forum is committed to high-level cultural and academic exchanges.While the Language Exchange is mainly an introduction of popular culture.At the same time,the Language Exchange is an important means for the Confucius Institute in London to promote itself.There are a large audience in the local area.Many people have known LCI because of the Language Exchangye,and then participated in other activities of the Confucius Institute.Therefore,the two activities complement each other and enhance the cultural communication effect of London Confucius Institute.First and foremost,the thesis states the condition of research-oriented Confucius Institutes and their communication characteristics besides the introduction of the branding events of LCI according to the 5Ws model in Communication Studies.The result shows that the China Forum has gained certain communication effects.However,there are still problems such as insufficient Western participation,uneven quality of every session,and changeable scale of publicity.The Language Exchange has gained relatively better communication effect.Nevertheless,London Confucius Institute fails to fully explore the potential audience of the Language Exchange.Therefore,relevant suggestions are made to contribute to the growth of LCI,or to some extent,all other research-oriented Confucius Institute.The full text is divided into six partsChapter One is the introduction of the research background,significance and predecessor research.It also includes the research ideas,research contents and research methods.It summarizes and sorts out the culture spreading,the construction and development of Confucius InstitutesChapter Two gives a brief introduction to the development background and general situation of the research-oriented Confucius Institute taking five typical research-oriented Institutes as examples.Besides,it also summarizes the communication characteristics of researching characteristics based on above researching Institutes.From the content of communication,the cultural communication content of the research-oriented Confucius Institute is mainly based on humanities and social sciences,supplemented by culture and art;the mode of communication is mainly based on cultural and academic exchange activities,supplemented by the output of cultural products.Scholars and students of Chinese studies are the main communication objectChapter Three analyzes the communicators,communication content,communication channels,audiences and communication effects of the two major brand activities:the China Forum and the Language Exchange of London Confucius Institute according to the"5 W" model theory.Among them,the analysis of the communication effect of LCI's two iconic activities uses three aspects of the effect of Confucius culture communication offered by Chen Yu in his book Intercultural Communication Management of Confuius Institutes(2016).They are the effect of communication arrival,the effect of disseminating cognitive memory,and the communication attitude change effectChapter Four summarizes the cultural communication model of the London Confucius Institute,including experience and existing problems.Finally,some suggestions for the cultural communication of the research-oriented Confucius Institute are put forward In terms of communication content research-oriented Confucius Institutes should establish brand awareness,enhance academic quality,take advantage of foreign institutions in research characteristics,and issue relevant publications and make physical records of activities.As to communication channel,it is necessary to establish a global network of research-oriented Confucius Institute,utilize both old and new media and deepen external cooperation.In terms of the communication team,it is necessary to enhance the team's cross-cultural communication capability,while making appropriate use of foreign talents and international students resources.Chapter Five is the conclusion part,including the summary of the full text and the reflection on the lack of research.