创新孔子学院日文化品牌

第十届孔子学院大会
孔子学院 总第42期 2016年1月 第1期
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院长论坛4Directors'Forum
来自美国、英国、日本、俄罗斯、加拿大等10国的13位孔子学院院长在“创新‘孔子学院日’文化品牌”的论坛上发言，就如何策划“孔子学院日”活动和利用媒体扩大影响等议题介绍了各自的经验和做法，并对孔子学院未来创新“孔子学院日”文化品牌，促进双方的文化交流提出了建议。

现场350名参会者与发言代表进行了热烈的讨论和互动。

“孔子学院日”应搭建世界文化交流互鉴的平台
与会代表表示，“孔子学院日”是开放、包容的全球性节日，应体现文化、人与自然和谐相处的全球文化村概念。

各国在开展“孔子开放日”活动的过程中要注意与当地文化的结合，增强当地人对中国文化的了解，实现双方活动的互动交流。

“孔子学院日”活动应因地制宜进行专业策划
与会代表强调，“孔子学院日”应根据受众的年龄、性别、教育程度、社会等级等，有针对性地设计研讨会、讲座、体育比赛、当代艺术和庆典等不同类型的活动。

有的代表认为，“孔子学院日”要利用虚拟网络社区把更多的人连接起来，使得其他的文化与元素也参与其中。

部分代表从尊重原创、保护版权、双向交流三个方面阐释了“孔子学院日”文化艺术活动的效果，提出需要专业策划，更好地融入大学与社区。

“孔子学院日”应加强品牌建设和媒体宣传
来自巴西孔子学院的代表认为要通过丰富、创新的内容，吸引和加强与媒体和高级政府部门的合作，把“孔子学院日”变成宣传中国文化在圣保罗市，甚至圣保罗州的重要文化庆典活动。

日本孔子学院院长代表表示，“孔子学院日”应注重亲和性和媒体曝光度，提升孔子学院在当地的知名度。

英国孔子学院代表强调在与媒体合作时，要注意尽量为他们提供详尽的、真实的素材，避免给予过多的创作空间而导致歪曲报道。

与会代表一致认为“孔子学院日”是全球孔子学院展示集体形象和个性化特色的重要平台，已逐渐成为向当地宣传孔子学院，介绍中国文化的创新文化品牌。

创新孔子学院日文化品牌
Thirteen Confucius Institute directors from 10 countries, including the U.S.A., the UK, Japan, Russia and Canada, spoke at the forum for building a more creative brand for Confucius Institute Day. They shared their experiences on planning for Confucius Institute Day and ways to expand its influence by making use of the media. They also gave suggestions on innovating the cultural brand of Confucius Institute Day and how the Day could promote bilateral cultural exchange. More than 350 delegates and speakers were involved in animated discussion at the forum.
Confucius Institute Day should become a platform for international cultural exchange
The delegates suggested that Confucius Institute Day should be an open and inclusive international festival, and it should embody the concept of a global village of cultures in which culture, people and nature coexist harmoniously. When staging Confucius Institute Day, we should pay attention to combining Chinese and local culture, so as to enhance the local people’s understanding of Chinese culture and promote two-way interactions.
Confucius Institute Day should be organised professionally according to local conditions
The delegates stressed that Confucius Institute Day should incorporate seminars, lectures, sport competitions, and various contemporary artistic activities and celebrations, which are tailored to the age, gender, level of education and social class of prospective participants. Some delegates believed that Confucius Institute Day should utilize online social networks to connect more people, so that the festival can include other cultures and different elements. Other delegates demonstrated the effect of respecting original work, protecting copyright and encouraging two-way exchange in organising Confucius Institute Day activities. They suggested that the event should be organised professionally to better integrate the event into the local community and the university.
The Confucius Institute Day brand should be
strengthened and it should be promoted more through Building a more creative brand of “Confucius Institute Day”
Confucius Institute VOLUME 42 | NO.1 JANUARY, 2016
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various media channels
Delegates from Brazil said that they would use rich and innovative content during Confucius Institute Day to attract the attention of the media and high-level government departments, and will strengthen cooperation with them so that the Day can become an important celebration to publicise Chinese culture in the city or even the state of São Paulo. Directors from Confucius Institutes in Japan said that Confucius Institute Day should focus on strengthening its affinity with the local people and its media exposure to enhance the visibility of Confucius Institutes. Delegates
from Confucius Institutes in the UK stressed that Confucius Institute Day organisers, when cooperating with the media, should provide as many details and facts as possible, so as not to give the media too much room for creative reporting to avoid misreporting.
Delegates all agreed that Confucius Institute Day is an important platform to present the collective image and individual characteristics of Confucius Institutes worldwide, and it is becoming an innovative cultural brand to introduce Chinese culture as well as Confucius Institutes to communities abroad.
英国伦敦商务孔子学院院长 Nick Byrne
Nick Byrne, Director of Confucius Institute for Business London, U.K. said
‘孔子学院日’与欧洲语言日重合，这是机遇也是挑战，只强调“语言”无法引起公众兴趣，但是把语言与商业、与活生生的事例结合起来，让人们理解学习汉语会给他们的生活带来新的机遇和变化。

Confucius Institute Day coincides with the European Day of Languages, which is an opportunity as well as a challenge. Emphasizing language alone cannot arouse the public’s inter-est. However, if language is combined with real examples of business, it will make people see the new opportunities and changes to their lives brought about by learning Chinese.
孟加拉国南北大学孔子学院院长Dilara Afroz Khan
Dilara Afroz Khan, Director of Confucius Institute at North South University, Bangladesh, said
孔子学院日应该是一个包容性的，开放性的，就是让不同的利益有关方都能够参与到活动中，不仅仅是文化研究者、艺人，还有社区、媒体和政府都要参与其中，体现文化、人
与自然和谐相处的全体文化村概念。

Confucius Institute Day should be open and inclusive to involve all the stakeholders in the activities, not only artists and those studying culture, but also communities, media and government organisations. It should embody the concept of a global village of cultures in which culture, people and nature coexist harmoniously.
美国圣地亚哥州立大学孔子学院执行院长刘丽容Lilly Cheng, Executive Director of Confucius Institute at San Diego State University, U.S.A., said
圣地亚哥州立大学将以“新思路，新丝路”为题，将“孔子学院日”与巴拿马运河开通100周年、六艺体验、儿童文化大使、纪录片等活动结合起来，用充实丰富的内容团结社区，打造品牌，吸引媒体。

San Diego State University will bring Confucius Institute Day together with the 100th anniversary of the opening of the Panama Canal, experience of the Six Arts, children’s cultural ambassador and the showing of documentaries under the banner of “New idea, new Silk Road” to create rich and substantial content to rally local communities, build a brand name for Confucius Day and attract the media.。