《英國(guó)文化協(xié)會(huì)2018年全球軟實(shí)力報(bào)告》（精粹）之一
Soft power superpower
譯文簡(jiǎn)介
全世界很多國(guó)家正在認(rèn)識(shí)到軟實(shí)力對(duì)于在21世紀(jì)中成功的重要性，而且，正如這份報(bào)告所陳述的，它們正在大舉投資，以擴(kuò)大其國(guó)際受眾數(shù)量和國(guó)際影響力。俄羅斯、中國(guó)以及其他國(guó)家正把多達(dá)幾十億的資金投在國(guó)際廣播和文化機(jī)構(gòu)上。
正文翻譯
原創(chuàng)翻譯：龍騰網(wǎng) http://www.ltaaa.com 翻譯：yzy86 轉(zhuǎn)載請(qǐng)注明出處
Soft power superpower
(原標(biāo)題)軟實(shí)力超級(jí)大國(guó)
Global trends in cultural engagement and influence
（副標(biāo)題）全球文化參與與文化影響力變化趨勢(shì)
Author: Alistair MacDonald
作者：阿利斯泰爾·麥克唐納
About the British Council
關(guān)于英國(guó)文化協(xié)會(huì)
We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Last year we reached over 65 million people directly and 731 million people overall including online,broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body.
我們?cè)谖幕囆g(shù)、英語(yǔ)語(yǔ)言、教育和公民社會(huì)領(lǐng)域和全世界一百多個(gè)國(guó)家開(kāi)展了合作。去年，我們的直接受眾超過(guò)了6500萬(wàn)人，包含線(xiàn)上、廣播和出版物的總受眾人口達(dá)7.31億。英國(guó)文化協(xié)會(huì)創(chuàng)立于1934年，是一家英國(guó)慈善機(jī)構(gòu)，經(jīng)皇家特許，由一家英國(guó)公共機(jī)構(gòu)管理。
Contents
目錄
Foreword 02
Executive summary 03
Introduction 04
The global presence of international cultural institutions 06
Leading nations’ approaches to soft power 13
Conclusion 37
Recommendations
前言
概要
導(dǎo)言
國(guó)際文化機(jī)構(gòu)的全球存在
全球主要國(guó)家構(gòu)建軟實(shí)力之路
結(jié)論
建議
Foreword
前言
（譯注：另類(lèi)事實(shí)（alternative fact）即在既定事實(shí)基礎(chǔ)上以另類(lèi)視角解讀出的另一種事實(shí)）
The UK has a strong national brand and powerful institutions, including the BBC World Service and the British Council. We are, currently, a ‘soft power superpower’. Yet that status is under threat. Severe financial pressures on the Foreign and Commonwealth Office have undermined the reach and capability of the diplomatic network, and has affected the work of the BBC World Service and the British Council at the very time other countries are seeking to increase their global influence and expand their international networks. These institutions are essential to the national interest.
英國(guó)擁有強(qiáng)勁的國(guó)家品牌和各種強(qiáng)大的機(jī)構(gòu)，包括BBC全球服務(wù)和英國(guó)文化協(xié)會(huì)。目前，我們是一個(gè)“軟實(shí)力超級(jí)大國(guó)”。但是，這種地位正遭受威脅。外交和聯(lián)邦事務(wù)部所承受的嚴(yán)峻財(cái)政壓力已經(jīng)殆害了覆蓋面和外交網(wǎng)絡(luò)的能力，也已經(jīng)影響到了BBC全球服務(wù)和英國(guó)文化協(xié)會(huì)的工作，而就在同一時(shí)間，其他國(guó)家正在尋求增強(qiáng)其全球影響力，并擴(kuò)張其國(guó)際網(wǎng)絡(luò)。這些機(jī)構(gòu)對(duì)于國(guó)家利益來(lái)說(shuō)是至關(guān)重要的。
By learning from the experiences of other leading soft powers and making the necessary investment and policy changes, we can retain and secure the UK’s influence and ensure that we remain one of the most connected and influential nations of the 21st Century. To not do so would be to place our international influence, prosperity and security in jeopardy.
通過(guò)學(xué)習(xí)其他軟實(shí)力大國(guó)的經(jīng)驗(yàn)、作出必要的投資、外加政策轉(zhuǎn)變，我們就能保住英國(guó)的影響力并使其免受傷害，并確保我們?nèi)匀皇?1世紀(jì)結(jié)交最廣泛、最有影響力的國(guó)家之一。如果不這么做，就會(huì)把我們的國(guó)際影響力、我們的繁榮與安全置于險(xiǎn)境。
Executive summary
概要
The UK’s soft power, its global influence and attractiveness, is crucial to the country’s international success. It underpins our security and prosperity both directly by fostering trust and increasing the UK’s ability to shape global events, attracting investors, tourists and international students to the UK but also by serving as a multiplying factor to the UK’s hard economic and military capacity. While over the past century the UK has seen its economic and military power decline relative to others, it is universally recognised as a leading soft power. It has even been described as a ‘soft power superpower’, coming first in the 2018 Portland Communications Soft Power 30 index ahead of other leading soft powers like France, Germany and the US. But just as the age of the British Empire has been consigned to the history books, the UK’s current status as a soft power superpower is no guarantee of future success in what is an ever more complex and fast changing world.
英國(guó)的軟實(shí)力、全球影響力以及吸引力，對(duì)于這個(gè)國(guó)家在全世界的成功是至關(guān)重要的。它鞏固了我們的安全與繁榮，既是直接通過(guò)培養(yǎng)信任以及英國(guó)影響國(guó)際事件、吸引投資者/游客/國(guó)際學(xué)生來(lái)英的能力，也是通過(guò)充當(dāng)陷于艱困的英國(guó)經(jīng)濟(jì)軍事能力的倍增器。雖然在過(guò)去的一個(gè)世紀(jì)中，英國(guó)的經(jīng)濟(jì)和軍事實(shí)力相對(duì)于其他國(guó)家出現(xiàn)了不斷下降的情況，但還是被普遍認(rèn)為是一個(gè)軟實(shí)力大國(guó)。它甚至被描述為“軟實(shí)力超級(jí)大國(guó)”，在2018年的波特蘭傳播軟實(shí)力30指數(shù)中位列首位，領(lǐng)先于其他軟實(shí)力大國(guó)，比如法國(guó)、德國(guó)和美國(guó)。但是，正如大英帝國(guó)的時(shí)代已然被打入了歷史書(shū)本，英國(guó)當(dāng)前的軟實(shí)力超級(jí)大國(guó)地位在一個(gè)越來(lái)越復(fù)雜且瞬息萬(wàn)變的世界中，是無(wú)法保證其未來(lái)的成功的。
（譯注：波特蘭傳播是一家政治咨詢(xún)和公共關(guān)系機(jī)構(gòu)，由蒂姆·艾倫于2001年創(chuàng)立，他曾是托尼·布萊爾[2]的顧問(wèn)和BSkyB的傳播總監(jiān)，其團(tuán)隊(duì)來(lái)自媒體、政治和政府最高層）
A state’s soft power can wax and wane over time, its influence can be strengthened or undermined by the words and deeds of governments. Hard power interventions can destroy in days and hours the trust, confidence and understanding that may have accumulated over years from a country’s soft power. For example, military interventions in Iraq and Libya have harmed the standing of the UK and other Western states in the Middle East and North Africa, but so too has perceived inaction over Syria. Domestic policy can also undermine soft power, the UK’s visa regulations can act as a barrier, undermining its ability to engage the leaders of tomorrow and to build the networks on which UK influence depends. But perhaps the greatest threat to the UK’s soft power is complacency, hubris and neglect. Other countries are increasingly recognising the importance of soft power to the realisation of their global ambitions and investing heavily to increase their reach and impact, to tell their stories and shape the international agenda. Russia and China in particular have been massively expanding their investment in the traditional stalwarts of soft power projection – international broadcasting and international cultural institutes and programmes.
一國(guó)的軟實(shí)力會(huì)隨著時(shí)間流逝而興衰輪轉(zhuǎn)，其影響力會(huì)因?yàn)檎难孕卸鰪?qiáng)或削弱。硬實(shí)力的干預(yù)，可以在數(shù)天甚至數(shù)小時(shí)內(nèi)摧毀一國(guó)軟實(shí)力經(jīng)多年積累而成的信任、信心和默契。舉例來(lái)說(shuō)，對(duì)伊拉克和利比亞的軍事干預(yù)已經(jīng)損害了英國(guó)和其他西方國(guó)家在中東和北非地區(qū)的地位和聲望，但這樣一來(lái)也讓人察覺(jué)出了其在敘利亞的無(wú)所作為。國(guó)內(nèi)政策也會(huì)削弱軟實(shí)力，英國(guó)的簽證條例可能形同一道障礙，削弱了吸引未來(lái)領(lǐng)導(dǎo)人以及構(gòu)建英國(guó)影響力籍以依托的網(wǎng)絡(luò)的能力。但是，對(duì)英國(guó)軟實(shí)力最嚴(yán)重的威脅可能是自滿(mǎn)、狂妄和疏忽。其他國(guó)家正日漸認(rèn)識(shí)到軟實(shí)力對(duì)于實(shí)現(xiàn)其全球野心的重要性，并正大舉投資以增加其受眾，提升其影響力，為的就是講述它們的故事并左右國(guó)際議程。特別是俄羅斯和中國(guó)，它們一直在大幅擴(kuò)大對(duì)投射軟實(shí)力的傳統(tǒng)支點(diǎn)的投資，也就是國(guó)際廣播，以及國(guó)際文化機(jī)構(gòu)和國(guó)際文化節(jié)目。
This report sets out to explore the major global trends in soft power today. For example, in the last five years alone, China’s network of Confucius Institutes has grown from 320 to 507. It is now by far the largest of the international cultural institutes. The network of the Russkiy Mir Foundation has doubled to 171 centres from just 82 in 2013. Other nations in Asia such as Japan and South Korea are also expanding their investment and activity in these areas. In contrast, the cultural institutes of European
nations are largely static or reducing their global footprint.
本報(bào)告將探索當(dāng)今軟實(shí)力消長(zhǎng)在全球范圍內(nèi)的主要趨勢(shì)。比如說(shuō)，僅在過(guò)去五年中，中國(guó)的孔子學(xué)院網(wǎng)絡(luò)已經(jīng)從320家增至507家。到目前為止，它是規(guī)模最大的國(guó)際文化機(jī)構(gòu)?！岸砹_斯世界”基金會(huì)的網(wǎng)絡(luò)已經(jīng)從2013年的82家中心翻倍為171家。其他的亞洲國(guó)家比如日韓，也正在這些領(lǐng)域中擴(kuò)大投資和活動(dòng)。對(duì)比之下，歐洲國(guó)家的文化機(jī)構(gòu)大都處于停滯狀態(tài)，或是減少了在全球的存在。
The British Council office network for example has by contrast shrunk by ten per cent over the same period.
例如，相比之下，英國(guó)文化協(xié)會(huì)的辦公室網(wǎng)絡(luò)在同一時(shí)段內(nèi)縮水了百分之十。
To maintain its leading position among the soft power superpowers, the UK needs an ‘open Brexit’, one that embraces an ambitious vision and strategy for UK soft power, backed by sufficient investment; a continued commitment to multilateral co-operation and development; and a renewed investment in the diplomatic network.
Becoming a truly global Britain of this kind can enhance rather than undermine the UK’s global influence, security and prosperity after the 29 March 2019.
為了在各大軟實(shí)力超級(jí)大國(guó)中維持住領(lǐng)先地位，英國(guó)需要的是一種“開(kāi)放式的英國(guó)脫歐”，這種脫歐須把一種雄心勃勃的愿景和促進(jìn)英國(guó)軟實(shí)力的戰(zhàn)略囊括在內(nèi)，須由充分的投資來(lái)支持，繼續(xù)致力于多邊合作和發(fā)展，并恢復(fù)對(duì)外交網(wǎng)絡(luò)的投入。成為一個(gè)諸如此類(lèi)的、真正意義上的全球化的英國(guó)，就能在2019年3月29日之后，強(qiáng)化而不是削弱英國(guó)的全球影響力、安全和繁榮。
（譯注：根據(jù)英國(guó)與歐盟的協(xié)議，英國(guó)將在2019年3月29日正式脫歐）
Soft power superpower
(原標(biāo)題)軟實(shí)力超級(jí)大國(guó)
Global trends in cultural engagement and influence
（副標(biāo)題）全球文化參與與文化影響力變化趨勢(shì)
Author: Alistair MacDonald
作者：阿利斯泰爾·麥克唐納
About the British Council
關(guān)于英國(guó)文化協(xié)會(huì)
We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Last year we reached over 65 million people directly and 731 million people overall including online,broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body.
我們?cè)谖幕囆g(shù)、英語(yǔ)語(yǔ)言、教育和公民社會(huì)領(lǐng)域和全世界一百多個(gè)國(guó)家開(kāi)展了合作。去年，我們的直接受眾超過(guò)了6500萬(wàn)人，包含線(xiàn)上、廣播和出版物的總受眾人口達(dá)7.31億。英國(guó)文化協(xié)會(huì)創(chuàng)立于1934年，是一家英國(guó)慈善機(jī)構(gòu)，經(jīng)皇家特許，由一家英國(guó)公共機(jī)構(gòu)管理。
Contents
目錄
Foreword 02
Executive summary 03
Introduction 04
The global presence of international cultural institutions 06
Leading nations’ approaches to soft power 13
Conclusion 37
Recommendations
前言
概要
導(dǎo)言
國(guó)際文化機(jī)構(gòu)的全球存在
全球主要國(guó)家構(gòu)建軟實(shí)力之路
結(jié)論
建議
Foreword
前言
（譯注：另類(lèi)事實(shí)（alternative fact）即在既定事實(shí)基礎(chǔ)上以另類(lèi)視角解讀出的另一種事實(shí)）
The UK has a strong national brand and powerful institutions, including the BBC World Service and the British Council. We are, currently, a ‘soft power superpower’. Yet that status is under threat. Severe financial pressures on the Foreign and Commonwealth Office have undermined the reach and capability of the diplomatic network, and has affected the work of the BBC World Service and the British Council at the very time other countries are seeking to increase their global influence and expand their international networks. These institutions are essential to the national interest.
英國(guó)擁有強(qiáng)勁的國(guó)家品牌和各種強(qiáng)大的機(jī)構(gòu)，包括BBC全球服務(wù)和英國(guó)文化協(xié)會(huì)。目前，我們是一個(gè)“軟實(shí)力超級(jí)大國(guó)”。但是，這種地位正遭受威脅。外交和聯(lián)邦事務(wù)部所承受的嚴(yán)峻財(cái)政壓力已經(jīng)殆害了覆蓋面和外交網(wǎng)絡(luò)的能力，也已經(jīng)影響到了BBC全球服務(wù)和英國(guó)文化協(xié)會(huì)的工作，而就在同一時(shí)間，其他國(guó)家正在尋求增強(qiáng)其全球影響力，并擴(kuò)張其國(guó)際網(wǎng)絡(luò)。這些機(jī)構(gòu)對(duì)于國(guó)家利益來(lái)說(shuō)是至關(guān)重要的。
By learning from the experiences of other leading soft powers and making the necessary investment and policy changes, we can retain and secure the UK’s influence and ensure that we remain one of the most connected and influential nations of the 21st Century. To not do so would be to place our international influence, prosperity and security in jeopardy.
通過(guò)學(xué)習(xí)其他軟實(shí)力大國(guó)的經(jīng)驗(yàn)、作出必要的投資、外加政策轉(zhuǎn)變，我們就能保住英國(guó)的影響力并使其免受傷害，并確保我們?nèi)匀皇?1世紀(jì)結(jié)交最廣泛、最有影響力的國(guó)家之一。如果不這么做，就會(huì)把我們的國(guó)際影響力、我們的繁榮與安全置于險(xiǎn)境。
Executive summary
概要
The UK’s soft power, its global influence and attractiveness, is crucial to the country’s international success. It underpins our security and prosperity both directly by fostering trust and increasing the UK’s ability to shape global events, attracting investors, tourists and international students to the UK but also by serving as a multiplying factor to the UK’s hard economic and military capacity. While over the past century the UK has seen its economic and military power decline relative to others, it is universally recognised as a leading soft power. It has even been described as a ‘soft power superpower’, coming first in the 2018 Portland Communications Soft Power 30 index ahead of other leading soft powers like France, Germany and the US. But just as the age of the British Empire has been consigned to the history books, the UK’s current status as a soft power superpower is no guarantee of future success in what is an ever more complex and fast changing world.
英國(guó)的軟實(shí)力、全球影響力以及吸引力，對(duì)于這個(gè)國(guó)家在全世界的成功是至關(guān)重要的。它鞏固了我們的安全與繁榮，既是直接通過(guò)培養(yǎng)信任以及英國(guó)影響國(guó)際事件、吸引投資者/游客/國(guó)際學(xué)生來(lái)英的能力，也是通過(guò)充當(dāng)陷于艱困的英國(guó)經(jīng)濟(jì)軍事能力的倍增器。雖然在過(guò)去的一個(gè)世紀(jì)中，英國(guó)的經(jīng)濟(jì)和軍事實(shí)力相對(duì)于其他國(guó)家出現(xiàn)了不斷下降的情況，但還是被普遍認(rèn)為是一個(gè)軟實(shí)力大國(guó)。它甚至被描述為“軟實(shí)力超級(jí)大國(guó)”，在2018年的波特蘭傳播軟實(shí)力30指數(shù)中位列首位，領(lǐng)先于其他軟實(shí)力大國(guó)，比如法國(guó)、德國(guó)和美國(guó)。但是，正如大英帝國(guó)的時(shí)代已然被打入了歷史書(shū)本，英國(guó)當(dāng)前的軟實(shí)力超級(jí)大國(guó)地位在一個(gè)越來(lái)越復(fù)雜且瞬息萬(wàn)變的世界中，是無(wú)法保證其未來(lái)的成功的。
（譯注：波特蘭傳播是一家政治咨詢(xún)和公共關(guān)系機(jī)構(gòu)，由蒂姆·艾倫于2001年創(chuàng)立，他曾是托尼·布萊爾[2]的顧問(wèn)和BSkyB的傳播總監(jiān)，其團(tuán)隊(duì)來(lái)自媒體、政治和政府最高層）
A state’s soft power can wax and wane over time, its influence can be strengthened or undermined by the words and deeds of governments. Hard power interventions can destroy in days and hours the trust, confidence and understanding that may have accumulated over years from a country’s soft power. For example, military interventions in Iraq and Libya have harmed the standing of the UK and other Western states in the Middle East and North Africa, but so too has perceived inaction over Syria. Domestic policy can also undermine soft power, the UK’s visa regulations can act as a barrier, undermining its ability to engage the leaders of tomorrow and to build the networks on which UK influence depends. But perhaps the greatest threat to the UK’s soft power is complacency, hubris and neglect. Other countries are increasingly recognising the importance of soft power to the realisation of their global ambitions and investing heavily to increase their reach and impact, to tell their stories and shape the international agenda. Russia and China in particular have been massively expanding their investment in the traditional stalwarts of soft power projection – international broadcasting and international cultural institutes and programmes.
一國(guó)的軟實(shí)力會(huì)隨著時(shí)間流逝而興衰輪轉(zhuǎn)，其影響力會(huì)因?yàn)檎难孕卸鰪?qiáng)或削弱。硬實(shí)力的干預(yù)，可以在數(shù)天甚至數(shù)小時(shí)內(nèi)摧毀一國(guó)軟實(shí)力經(jīng)多年積累而成的信任、信心和默契。舉例來(lái)說(shuō)，對(duì)伊拉克和利比亞的軍事干預(yù)已經(jīng)損害了英國(guó)和其他西方國(guó)家在中東和北非地區(qū)的地位和聲望，但這樣一來(lái)也讓人察覺(jué)出了其在敘利亞的無(wú)所作為。國(guó)內(nèi)政策也會(huì)削弱軟實(shí)力，英國(guó)的簽證條例可能形同一道障礙，削弱了吸引未來(lái)領(lǐng)導(dǎo)人以及構(gòu)建英國(guó)影響力籍以依托的網(wǎng)絡(luò)的能力。但是，對(duì)英國(guó)軟實(shí)力最嚴(yán)重的威脅可能是自滿(mǎn)、狂妄和疏忽。其他國(guó)家正日漸認(rèn)識(shí)到軟實(shí)力對(duì)于實(shí)現(xiàn)其全球野心的重要性，并正大舉投資以增加其受眾，提升其影響力，為的就是講述它們的故事并左右國(guó)際議程。特別是俄羅斯和中國(guó)，它們一直在大幅擴(kuò)大對(duì)投射軟實(shí)力的傳統(tǒng)支點(diǎn)的投資，也就是國(guó)際廣播，以及國(guó)際文化機(jī)構(gòu)和國(guó)際文化節(jié)目。
This report sets out to explore the major global trends in soft power today. For example, in the last five years alone, China’s network of Confucius Institutes has grown from 320 to 507. It is now by far the largest of the international cultural institutes. The network of the Russkiy Mir Foundation has doubled to 171 centres from just 82 in 2013. Other nations in Asia such as Japan and South Korea are also expanding their investment and activity in these areas. In contrast, the cultural institutes of European
nations are largely static or reducing their global footprint.
本報(bào)告將探索當(dāng)今軟實(shí)力消長(zhǎng)在全球范圍內(nèi)的主要趨勢(shì)。比如說(shuō)，僅在過(guò)去五年中，中國(guó)的孔子學(xué)院網(wǎng)絡(luò)已經(jīng)從320家增至507家。到目前為止，它是規(guī)模最大的國(guó)際文化機(jī)構(gòu)?！岸砹_斯世界”基金會(huì)的網(wǎng)絡(luò)已經(jīng)從2013年的82家中心翻倍為171家。其他的亞洲國(guó)家比如日韓，也正在這些領(lǐng)域中擴(kuò)大投資和活動(dòng)。對(duì)比之下，歐洲國(guó)家的文化機(jī)構(gòu)大都處于停滯狀態(tài)，或是減少了在全球的存在。
The British Council office network for example has by contrast shrunk by ten per cent over the same period.
例如，相比之下，英國(guó)文化協(xié)會(huì)的辦公室網(wǎng)絡(luò)在同一時(shí)段內(nèi)縮水了百分之十。
To maintain its leading position among the soft power superpowers, the UK needs an ‘open Brexit’, one that embraces an ambitious vision and strategy for UK soft power, backed by sufficient investment; a continued commitment to multilateral co-operation and development; and a renewed investment in the diplomatic network.
Becoming a truly global Britain of this kind can enhance rather than undermine the UK’s global influence, security and prosperity after the 29 March 2019.
為了在各大軟實(shí)力超級(jí)大國(guó)中維持住領(lǐng)先地位，英國(guó)需要的是一種“開(kāi)放式的英國(guó)脫歐”，這種脫歐須把一種雄心勃勃的愿景和促進(jìn)英國(guó)軟實(shí)力的戰(zhàn)略囊括在內(nèi)，須由充分的投資來(lái)支持，繼續(xù)致力于多邊合作和發(fā)展，并恢復(fù)對(duì)外交網(wǎng)絡(luò)的投入。成為一個(gè)諸如此類(lèi)的、真正意義上的全球化的英國(guó)，就能在2019年3月29日之后，強(qiáng)化而不是削弱英國(guó)的全球影響力、安全和繁榮。
（譯注：根據(jù)英國(guó)與歐盟的協(xié)議，英國(guó)將在2019年3月29日正式脫歐）
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