A study on the international communication strategies of Yung Wing’s image from the perspective of the 5W model——Based on a survey of international students in Zhuhai
5W视角下容闳形象的国际传播策略研究——基于珠海来华留学生的调查

摘要

作为中国近代留学教育的先驱，容闳不仅是珠海留学文化的重要历史符号，更是岭南文化的重要组成部分，其形象的国际传播对中华文化“走出去”具有重要意义。本文以传播学5W模式为理论框架，通过对珠海高校来华留学生的问卷调查，系统分析国际受众对容闳形象的认知特征、传播偏好及现存传播困境，在此基础上提出主体协同、内容优化、渠道融合、分层传播及反馈机制完善等传播优化策略，为中国历史名人形象的国际传播实践提供可借鉴的参考路径。

Abstract

As a pioneer of modern overseas education in China, Yung Wing is not only an important historical symbol of Zhuhai’s study-abroad culture but also a significant component of Lingnan culture. The international communication of his image is of great significance to the global dissemination of Chinese culture. Based on the 5W communication model, this study conducts a questionnaire survey among international students studying in Zhuhai universities to systematically analyze the cognitive characteristics, communication preferences, and existing dissemination challenges of international audiences toward Yung Wing’s image. On this basis, the study proposes optimization strategies including multi-actor collaboration, content improvement, channel integration, audience-oriented communication, and the enhancement of feedback mechanisms. The research aims to provide a reference path for the international communication of Chinese historical figures.