研究方案 Research Proposal

 

該研究是關于海外中國媒體的發展與影響 On Development & Impact of Overseas Chinese Media

 

1 理論研究 Rationale for the Research

 

1.1.前言 Introduction  
此次的研究課題是根據中國經濟的快速增長和國際地位不斷提高而選定的，它剖析國外中國媒體的發展歷程及對中國的國際影響的。在當今全球化的背景下不斷升級的華語熱潮，研究者渴望能通過海外中國媒體去增進中國與世界的交流。本研究著重于探討overseas中國媒體的發展，分析它是如何推進海外中國文化與文明的傳播空間，并探索有效途徑簡介海外中國媒體，發揮其對中國和其他國家在不同領域，特別是在不同的文化和文明的的領域的交流產生積極的影響。

1.2背景 Background                                                                                                                                                               

該研究課題是由研究者閱讀了大量的書籍，期刊及海外中國媒體文件后才完成。背景讀數顯示如下一些比較有用的背景信息。在全球化和國際化的背景下，國際化的時代幾乎已經滲透到所有領域的社會在世界各地的所有領域的。全球化和國際化的大環境激發了更廣泛，更進一步的經濟，政治，文化，文明和社會的國際交流。在這樣一個全球化的大家庭里，作為一名擁有人口最多的成員，中國已經意識到走向國際化，并積極與其他國家交流的重要性。它已經開始采取行動，以加強其國際地位和影響力，其中擴大媒體宣傳的力量是最有效的方法之一。截至目前，海外中國媒體已經在存在了190年，但是，根據研究者在國外的觀察而學習發現，仍有很多問題尚未解決，例如海外中國人的不團結，和東道國的不和諧，這些東道國大大限制overseas中國媒體和部分中國的閱讀市場的發展。對于海外中國媒體來說，要想真正改變這一社會惡習還需要很長的路要走。期待與現實之間的差距激發了研究人員分析深層次原因，并探討解決方案。研究這樣的范圍內，然后收窄，以專注于更具體的主題領域。
 

The research topic of analyzing overseas Chinese media’s developing process and its impact on China’s internationalization has been selected according to China’s rapid economic growth and rising international status, the escalating Mandarin fever in today’s context of globalization, and the researcher’s desire to enhance China’s communication with the world by overseas Chinese media. The research focuses on discussing the development of overseas Chinese media, analyzing how it advances the spread space of Chinese culture and civilization abroad and exploring effective ways to guide overseas Chinese media to exert a positive impact on the communication of China and other countries in different fields, especially in cultures and civilizations.

The research topic was composed after the researcher read a large number of books, journals and papers on overseas Chinese media. The background reading reveals some quite useful background information as follows.  In an era of globalization and internationalization, to be internationalized has penetrated into nearly all fields of society all over the world. The context of globalization and internationalization inspires wider and further international communication of economics, politics, culture, civilization and society. In the global family, as a member with the largest population, China has already realized the importance of moving toward internationalization and communicating with other countries actively. It has started to take actions to enhance its international status and influence, among which enlarging the media publicity strength is one of the most effective methods. Till now, overseas Chinese media has already over existed 190 years, but, according to the researcher’s observation while studying aboard, there are still lots of problems unsolved, such as the disunity among overseas Chinese and the disharmony with the characteristics of host countries which greatly restrict the development of overseas Chinese media and segment the Chinese reading market. It is still a long way for the overseas Chinese media to melt into the local main social soil really. The gap between anticipation and reality inspires the researcher to analyze the deep reasons and explore the solution. Thus the range of research was then narrowed down, in order to focus on a more specific topic area.

 

In such a highly globalized context, it is necessary for different cultures, and civilizations to communicate with one another, and in the process of this cross-cultural communication, the media acts as a necessary role, being one of the most effective methods for a country to promote its soft power, and the overseas media can greatly enhance the international image of a country. Therefore overseas Chinese media is an important bridge for China to connect with the world. Though recently, overseas Chinese media has developed sustainably and till now the number of printed media has reached 500, its developing way is always full of hardships and constraints. Now it is facing new challenges and has not really melted into the local mainstream of society. Therefore it is worth analyzing the developing situation of overseas Chinese media and exploring how it can create a new situation, transcend the differences of thinking patterns and cultural ideas and be really identified with by the local mainstream cultures.#p#分頁標題#e#

 

2. 研究的目的及目標 Aim and Objectives of Research                                                                                                                                          

This research aims to reveal the significance and promotion of overseas Chinese media to China’s internationalization, analyze its real situation, and explore the effective ways to promote it to melt into local mainstream cultures really and serve as the frontline to spread the voice of China and a real bridge to advance China’s communication with the world. 

本研究的目標包括以下這些

The objectives of the research include these following ones:

1. 揭示推動海外中國傳媒對中國全球化的重要性

to reveal the significance and promotion of overseas Chinese media to China’s globalization.

2. 評估目前海外中國媒體的發展形式

to evaluate the development and present situation of overseas Chinese media.

3. 分析存在的問題，找出合適的解決方法

to analyze the existing problems that hinder the development of overseas Chinese media and find out appropriate solutions.

4.探索新的途徑來拓展傳統overseas中國媒體的發展領域和應用新媒體，創造新渠道，以拓展中國的國際通信。

to explore new ways to expand the developing area of traditional overseas Chinese media and apply new media to create new channels to  extend China’s international communication.

 

3 文獻綜述 Literature Review                                                                                                                                      

The first published book on overseas Chinese media emerged in the1980s. The History and Current Situation of Overseas Chinese Newspapers & Periodicals (Fang & Hu, 1989) stated from macroscopic view the aims and meanings of the researches on overseas Chinese journals, and discussed its development and prospect. This book inspired the researcher to form the desire for research. Wang (1998) recalled the history of overseas Chinese journalism. In recent years, several more books with similar research topics were published. Study on Overseas Chinese Media (Cheng, 2001) was the first treatise to introduce and study overseas Chinese media thoroughly and historically, from a panoramic viewpoint. This book helped the researcher understand the development of overseas Chinese media completely. Peng (2007) discussed the spreading characteristics, cultural heritage and political participation of overseas Chinese media. This book guided the researcher to further the research from the viewpoint Chinese’s living conditions, geography, political and cultural systems. Li (2009) applied the angle of cross-culture and theories of communication to study the social factors and cultural background which influenced the development of the overseas Chinese network. This book presented a new way of thinking about studying overseas Chinese media. Zhao (2010) analyzed how the development of overseas Chinese media promoted to build the national image of China. Guo etc. (2012) not only discussed the history and current situation of overseas Chinese media but also analyzed the relationship between overseas Chinese media and the overseas Chinese, and its transmission to Chinese culture.   #p#分頁標題#e#
 

There are also many articles on this research topic. Ye (2010) points out that overseas Chinese media is an important participant in establishing the international image of China. Han (2012) pointed out that overseas Chinese media was the business card of China’s national soft power, and she declares that the overseas Chinese education market is a huge creative, attractive market that the media industry can grasp. Xiao and Ji (2013) stated that in the early 21st century the overseas Chinese media had already become an important civic media in international cooperation. They also pointed out how it kept its fine and steady development and became the main channel of cross-cultural communication among countries and that public diplomacy was worth studying.  
 

There is little literature written about overseas Chinese media in non-Chinese. Dilinghasi (1999) analyzed the deep impact of new media technologies on the Chinese media in the United States. The deficiency stimulates the researcher to do further research on this research topic.    

                                                

4.方法及時間表 Methodology & Timescale

 

4.1 方法 Methodology

 

Methodology is a specialized terms to show what research methods the researcher is going to select to conduct the research. To do the research work well, several methods will be used, and the research will integrate quantitative analysis and qualitative study organically.

 

1. 文本樣品及指標分析

text sampling and index analysis

 

The concrete methods of text analysis and sampling include: First to make the range of choices to select several representative and typical standard samples from the overseas Chinese media all around the world in the last decade; Second within the range of choices, to draw samples from six days a year, and the drawing times are limited to the 15th day of a single month. If the sample on that day cannot be drawn, the nearest to the date can be drawn. Third, the selected samples will be analyzed and classified into six aspects: the total, the contents, the sources, types, tendency and repercussions.

 

2. 案例研究 case study

 

在考慮到研究海外中國媒體在21世紀的重要性，以及海外中國媒體具體研究的不足之處，新加坡海外中國媒體的發祥地之一，研究者會選擇新加坡“聯合早報”在21世紀初作為研究案例，分析混亂和海外中國文化焦慮和文化根源是“聯合早報”傳遞的感覺。具體的案例研究是由開拓海外中國媒體的發展在世界各地的可能性和方向#p#分頁標題#e#

On account of the importance of the research on overseas Chinese media in the 21st century, the insufficiency of specific study on overseas Chinese media, and Singapore as one of the cradles of overseas Chinese media, the researcher will choose Singapore’s “Lianhe Zaobao” in the early 21st century as a case study, analyzing the feeling of confusion and anxiety of overseas Chinese culture to identity and cultural heritage that “Lianhe Zaobao” transmits. The specific case study is made to explore the possibility and direction of the development of overseas Chinese media all over the world.

 

3. 問卷調查 questionnaire

 

了達到研究目標，研究人員需要從基礎研究定性和定量數據的集合，而問卷是主數據的主要來源

To achieve the research objectives, the researcher needs a collection of qualitative and quantitative data from primary research, and the questionnaire is the main source of primary data.

 

4.2Timescale 

Due to the complexity of searching for, collecting and analyzing data from both first-hand and secondary sources, the research will be conducted over a period of 6 months, and to ensure the research tasks are completed on time, a timescale is made. 

Tasks Month 

1 Month

2

Month 

3 Month 

4 Month 

5 Month 

6

Complete secondary research

Create questionnaire

Pilot questionnaire

Send questionnaire

Receive questionnaires

Analyze data

Write up conclusions

Proof reading and binding research

  

                                                                           

5.總結 Conclusion

 

Though there are lots of literatures relating to the research theme as mentioned above, few is in non-Chinese. Forney (2011) thinks that though China has a long history, most foreigners still know little about China, so China should communicate her brand image symbol to the world. The fact shows that research on overseas Chinese media is far away from its road to internationalization. But this topic itself is an international one. Now in the era of globalization, overseas Chinese media is showing more and more superiority in “letting the world know China”, and its audience have not been restricted to overseas Chinese but extended to some natives. Therefore it is necessary to introduce the development of overseas Chinese media to the whole world and encourage more and more people to understand it better. In a word, there are both larger space and difficulties for the researcher to develop the research. In the research, different research methods such as organically integration of quantitative analysis and qualitative study, text sampling and index analysis, case study, questionnaire and so on will be used, and a timescale will be made so that the research work can be completed well and punctually.  #p#分頁標題#e#

 

6.參考文獻 References

 

Cheng, Manli. (2001). Study on overseas Chinese media. Beijing: Xinhua Publishing House.

Dilinghasi, Diana Siduofo. (1999). “The impact of new media technologies to Chinese media in the United States.” Journal of International Communication. 1993(03), p. 37-39.

 

Fang, Jigen & Hu, Wenying. (1989). The History and current situation of overseas Chinese newspapers & periodicals. Beijing: Xinhua Publishing House.

Forney, Michael. (2011). “Full release of the attractiveness of the traditional culture.” China Social Sciences Today. 3(29): 013.

Guo, Yan, etc. (2012). Inheritance and beyond. Beijing: China's International Broadcasting Publishing House.

Han, Yu. (2012). “Perspective between media and Chinese education.” Journal of Hubei University of Education. 29 (4), pp. 127-130.

Li, Dajiu. (2009). Overseas Chinese network media: Cross-cultural context. Beijing: Tsinghua University Press.

Peng, Weibu. (2007). An introduction to overseas Chinese media. Guangzhou: Jinan University Press.

Wang, Shigu. (1998). Study on history of overseas Chinese journalism. Beijing: Xinhua Publishing House.

Xiao, Hang & Ji, Xiusheng. (2013). “Ideas about establishing resource library of overseas Chinese media.” Journal of Beihua University. 14(1), pp. 19-22. 

Ye, Hu. (2010). “Overseas Chinese media and the China’s national image building.” Journal of Contemporary Asia-Pacific Studies. 2010(2), p. 134-137.

Zhao, Zhenxiang. (2010). Oversea Chinese media & the national image building. Philippines: Philippines Expo International Communication Company.