从传媒学角度分析耶鲁大学宣传片在中国的成功

耶鲁大学与北京大学宣传片之争事件引发众多学者媒体关注和讨论，众多评论报道也从宣传片内容、风格及反映的大学理念等方面分析总结了耶鲁大学宣传片成功唤询中国观众的原因。但众多分析研究均忽视了宣传片的传媒特性，也未从传媒学这一专业角度出发，探究其成功的一般性规律，从而使其成功具有可复制性，即为中外大学制作真实而有吸引力的宣传片给以启发借鉴。因此，本文从传媒学角度出发，探究耶鲁大学宣传片成功唤询消费者的原因，为未来中外大学宣传片制作提供一点参考意见。
本文重点介绍符号学、意识形态、表征和跨文化传播等传媒学的相关理论。符号学研究作为传媒学研究的基础，可以研究一切用传播的东西，本文采用“能指”与“所指”，“表面意义”及“引申意义”进行宣传片分析。意识形态的分析关注媒介如何协助观点和信仰的维系。表征可以再现所有的表意活动，其主要途径即“符号学”和“意识形态”。跨文化传播理论作为阐释全球社会中不同文化之间社会关系与社会交往活动的知识系统，对本文的研究必不可少。论文随后将理论与宣传片内容相结合，具体详细的分析和讨论耶鲁大学宣传片成功唤询中国观众的原因，并通过与北京大学宣传片进行对比分析，得出耶鲁大学宣传片在中国成功的原因：
耶鲁大学宣传片强调“以学生为中心”，运用符号学、意识形态、表征、跨文化传播等理论，展现耶鲁大学先进的教学理念，满足中国观众的心理预期，得到好评。
耶鲁大学宣传片的成功为大学制作宣传片提供了一定得理论依据及实际范例。大学宣传片的制作应在确保真实性的基础上选取适当角度，并巧妙运用传播学理论。此外，宣传片作为大学教育理念与民族文化的载体，成功的宣传片也需要其大学教育理念的不断更新与进步。这也是世界大学应该为之努力的方向。

关键词：宣传片；符号学；意识形态；表征；跨文化传播
Analysis of the Success of the Publication for Yale University in China from the Perspective of Media Studies
Abstract: The comparison between publications for Yale University and Peking University has aroused heated attention and discussion. However, all the analyses overlooked the fact that publications belong to media texts. Consequently, they failed to explore the general rules for its success from the perspective of media studies. In order to help more universities to produce genuine and attractive publications, this paper, based on related reference and thorough studies, tries to probe into reasons for its successful interpellation with media studies, and intends to make a little practical contribution for university publication- making in the future.
This essay focuses on the introduction of the related media studies, including semiotics, ideology, representation and cross-cultural communication. Semiotics is the study of everything that can be used for communication, and this essay specifically adopts ‘signifier’ and ‘signified’ as well as ‘denotation’ and ‘connotation’. Ideological approaches to the media are concerned with revealing the ways in which the media assist in the maintenance of ideas and beliefs. All signifying practices are capable of, indeed are concerned with, representation, and semiotics and ideology are two dominant approaches to representation.Cross-cultural communication is also inevitable in explaining incidents beyond boundaries of various cultures. Then this essay applies theories with details in Yale’s publication, and with the contrast of the publication for Peking University, this essay makes following conclusions about the reasons for Yale’s success:
With the focus on ‘student-oriented’ concept, Yale’s publication applies semiotics, ideology, representation and cross-cultural communication successfully. This presents advanced educational concepts in Yale University, which meets expectations of audience in China.
The success of the publication for Yale University offers examples for other universities in making publications. In sum, the successful publication is expected to employs media studies cleverly from a proper perspective. In addition, since publications are reflections of hidden educational concepts of a university or a country, universities across the world should give developing educational concepts top priority.

Keywords: publication; semiotics; ideology; representation; cross-cultural communication
 

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】