學(xué)者：北京標(biāo)語橫幅嚴(yán)重脫節(jié)

Beijing's big Chinese-character slogans, seen at many intersections and subway stations, have been criticized as creating confusion about the city's international image.

在北京很多十字路口及地鐵站，大字中文標(biāo)語比比皆是。這些標(biāo)語因影響到北京的國際形象而受到批評(píng)。

Adding to the confusion are the many foreign-language signs, mostly in English, that include mistakes, wrong information or words that might be misunderstood, said Xu Lin, the director of China's overseas Chinese-language teaching program who is among the nation's political advisers now meeting in Beijing.

全國政協(xié)委員、中國對(duì)外漢語教學(xué)項(xiàng)目負(fù)責(zé)人許琳表示，北京有不少外文標(biāo)志，多為英文標(biāo)志，上面的錯(cuò)誤、失當(dāng)信息和偏差詞匯容易引起誤解，為北京國際形象增添不少干擾因素。

Slogans painted in Chinese in public places stem from the political campaigns of half a century ago. They are usually ideologically charged and don't fit Beijing's current identity as an open, dynamic international city, said Xu, director-general of the Confucius Institute headquarters, or Hanban, and a member of the National Committee of the Chinese People's Political Consultative Conference.

許琳指出，公共場(chǎng)所的中文標(biāo)語源于半世紀(jì)前的政治斗爭(zhēng)。這些標(biāo)語大多充斥著某種意識(shí)形態(tài)，與北京當(dāng)前開放、活力四射的國際化都市身份不符。許琳是孔子學(xué)院總部(漢辦)總干事。

Xu, a scholar who has earned honorary titles from universities in many countries, said Beijing's slogans don't contribute to a good environment because they don't paint an international image true to the change in the Chinese people's everyday lives.

許琳身為一名學(xué)者，曾獲得多個(gè)國家大學(xué)的榮譽(yù)稱號(hào)。她認(rèn)為，北京的標(biāo)語沒能如實(shí)描繪中國人民日常生活變遷，樹立北京的國際化形象，因此不能營造良好的環(huán)境。

China's image depends heavily on Beijing because it is host to more than 100,000 foreign residents, more than 4.2 million overseas visitors, and many multinational corporations and international businesses.

北京住著超過10萬外國移民，接待420多萬外國游客，不少跨國公司和國際企業(yè)在此設(shè)立分公司。因而北京的形象很大程度上影響著中國的形象。

"Some of my foreign friends have said they felt uncomfortable seeing the red banners painted with words that have different, if not negative, connotations in their home countries.

“我的一些外國朋友曾說，那些紅色橫幅上的字在他們的國家雖然不算有負(fù)面含義，但意義可以說是截然不同，他們看著就覺得不自在。”

"Others have pointed out such confusing slogans seen in public as 'Chinese Dream, Subway Dream'. Posters and banners of this sort don't help others understand Beijing and the country," Xu said.

“我的其他外國朋友指出，公共場(chǎng)所里像‘中國夢(mèng)，地鐵夢(mèng)’一類標(biāo)語也常常讓人丈二摸不著頭腦。這種海報(bào)和橫幅難以讓人真正了解北京和中國，”許琳說。

Even worse, she added, some slogans send wrong messages, failing to convey the message about the freedom and democratic rights that the Chinese people have. Some of them even "make China appear as if it is a country pursuing international hegemony," Xu said.

更糟的是，一些標(biāo)語傳遞出了錯(cuò)誤信息，不能展現(xiàn)中國人民擁有的自由和民主權(quán)力。有一些標(biāo)語甚至還“讓中國看起來像是個(gè)追求國際霸權(quán)主義的國家，”許琳說。

She proposed that the Beijing municipal government should make rules and offer guidance regarding posters and banners in public places, phasing out those that are highly ideological or confusing. "We should learn from the successful experience of other international cities in the world."

她建議，北京市政府應(yīng)制定相關(guān)規(guī)定，指導(dǎo)公眾場(chǎng)合宣傳畫及橫幅展示，去除那些高度意識(shí)形態(tài)化及高度干擾性的宣傳畫及橫幅。“我們應(yīng)當(dāng)學(xué)習(xí)世界上其他國際化都市的成功經(jīng)驗(yàn)。”

Alistair Michie, adviser of the Foreign Experts Advisory Committee under the State Administration of Foreign Experts Affairs, said he agrees that the Beijing municipal government should improve the ways it boosts the city's image and communicates with the city's foreign residents and visitors.

國家外國專家局外國專家咨詢委員會(huì)委員阿利斯泰爾·米基說，他也認(rèn)為北京市政府應(yīng)當(dāng)改進(jìn)宣傳城市形象的方式，改善與外國移民、游客交流與溝通的方法。

"I have often thought that the use of campaigns in English to promote 'core socialist values' leaves a negative impression among foreign visitors," Michie said. "Those words make no sense to foreigners because they do not understand the context."

“我常覺得用英文提倡‘社會(huì)主義核心價(jià)值觀’的運(yùn)動(dòng)給外國游客留下了負(fù)面印象，”米基談道。“這些用語對(duì)外國人來說毫無意義，他們根本就不明白上下文背景。”

"Beijing, like China, has a great story to tell - but the lack of clever and creative communication means that foreigners cannot get to know the reality," Michie added.

“北京如同整個(gè)中國，歷史寓意豐富，但因交流方式不夠巧妙、沒有創(chuàng)意，導(dǎo)致外國人根本無法了解它的真實(shí)情況，”米基進(jìn)一步說道。

Ding Junjie, a professor with Communication University of China, said the problem is not only about slogans but, more important, about the way to express and communicate China's political ideas.

中國傳媒大學(xué)教授丁俊杰認(rèn)為，問題不僅僅在于標(biāo)語，更重要的是，在于表達(dá)和傳遞中國政治理念的方式。

"The root cause lies in communication skills," Ding said. "Some people simply use goals as content. For example, 'to build a harmonious society' is a goal, but you have to tell a story to convey this idea instead of simply putting those words on a banner."

“根本原因在于交流技巧，”丁俊杰說。“有些人干脆把目標(biāo)當(dāng)內(nèi)容了。舉個(gè)例子，‘建設(shè)和諧社會(huì)’是一個(gè)目標(biāo)，但你得講述一個(gè)故事來傳遞這個(gè)理念，而不是直接把這句話寫在橫幅上。”

Michie added that the Chinese capital should adopt a new approach to showcasing its qualities and attracting an overseas population.

米基補(bǔ)充道，中國首都應(yīng)采取新形式展示本土特質(zhì)，吸引外國移民。

"The municipal government should recruit a team of foreigners and let them advise it about what overseas visitors may be interested to learn," he said. "And that may be vastly different from what may appeal to domestic tourists."

“市政府應(yīng)當(dāng)招募外國咨詢團(tuán)隊(duì)，向他們征詢外國游客可能感興趣的內(nèi)容建議，”他道。“他們的興趣可能和國內(nèi)游客的興趣截然不同。”

Additionally, Michie said, "Greater attention is also needed in using foreign languages properly."

除此之外，米基補(bǔ)充道，“要更加注意外語的正確使用。”

Vocabulary

slogan：標(biāo)語，口號(hào)

ideologically：意識(shí)形態(tài)上地

connotation：內(nèi)涵

hegemony：霸權(quán)主義

core socialist values：社會(huì)主義核心價(jià)值觀