波蘭大叔鐘情重慶的國際傳播

◇ 文 |本刊記者 圖 |

“重慶就像一個灰姑娘，北京上海就是她的兩個姐姐?！焙朴顚χ貞c的比喻很新穎，“因為很多外國人知道北京和上海，重慶的知名度不一定有北京上海那么高，但是她卻很美，還很酷，是個相當(dāng)不錯的女孩。”

浩宇英文名叫Seamus，爸爸是波蘭人，媽媽是哈爾濱人。今年47歲的浩宇，自稱“波蘭大叔”。

浩宇從小生活在波蘭，五年前來到中國，來到重慶，完成了他的碩士學(xué)業(yè)。傳播學(xué)出身的浩宇認(rèn)為，如何向海外描述和推介重慶這個“灰姑娘”，需要把這個“灰姑娘”的故事講好，讓外國人接受。

“灰姑娘”的概念就是浩宇畢業(yè)論文《重慶城市品牌形象在歐洲社交媒體上的傳播》中的觀點。他信心滿滿地說，“只要讓更多的人知道重慶這個‘灰姑娘’，她就會大放異彩?！?/p>

“Chongqing is like a Cinderella, and Beijing and Shanghai shall be deemed as the elder sisters of her.” Haoyu’s metaphor on Chongqing is neoteric, “many foreigners are familiar with Beijing and Shanghai instead of Chognqing. Actually, the beauty of Chongqing is recognized by all, and it is absolutely like a girl with high reputation. ”

The English name of Haoyu is Seamus, his father is Polish, and his mother is a native of Harbin.With the age of 47-year old, Haoyu called himself “a middle-aged man from Poland”.

Haoyu grew up in Poland, and he came to Chongqing five years ago for taking the master's degree. As a student majored in Communication,Haoyu believes that the introduction and marketing of the so called “Cinderella” (Chongqing) is indispensable for more foreigners to acquaint themselves with the city.

The concept of “Cinderella” derives from his thesis titledCommunication of the Brand Image ofChongqing on Social Media in Europe. “The ‘Cinderella’will show extraordinary talents as long as it gets to be known by more and more people. ”

在重慶學(xué)習(xí)文化傳播

Learning Cultural Communication in Chongqing

2014年3月，浩宇初到重慶，總有重慶朋友問他從哪來。“不過，很多人并不了解波蘭，甚至都不知道波蘭在哪，當(dāng)我告訴他們波蘭是德國和俄羅斯之間的一個國家時，很多人會說，‘哦，這個國家位置不太好’?！?/p>

“后來，我問我的波蘭朋友們是否知道重慶，40多人里只有三個人聽說過重慶這座城市，具體如何卻完全不知道?！焙朴钫f，重慶與波蘭相互之間的了解還遠(yuǎn)遠(yuǎn)不夠，“而我可以作為一個‘bridge’，把重慶與歐洲連接起來?！?/p>

在重慶郵電大學(xué)學(xué)習(xí)一年中文后，浩宇在重慶師范大學(xué)攻讀文化與傳媒專業(yè)研究生。這期間，浩宇從自己的角度開始認(rèn)真思考，重慶應(yīng)該如何構(gòu)建起一套系統(tǒng)的國際傳播體系。

In March 2014, when Haoyu arrived in Chongqing for the first time, there were always friends from Chongqing asking where he came from.“But many people know little about Poland, and they don’t even know where Poland is. When I told them it is a country located near the Germany and Russia, most of them would say: ‘Oh, I know, the location is not very good.’ ”

“Later, I asked my Polish friends whether they knew about Chongqing. Only three of over 40 people told me that they heard of it, but they don't know the details of it.” Haoyu said that the communication between Chongqing and Poland is far from enough, “I would like to act as a bridge of communication for the both cities. ”

After an one-year Chinese study at Chongqing University of Posts and Telecommunications, Haoyu studied the major of Culture and Media at Chongqing Normal University as a postgraduate student.During his study here, he considered to construct a systematic international communication system for Chongqing.

構(gòu)建屬于重慶的“大熊貓”

Constructing A “Panda” of Chongqing

浩宇留意到了重慶的鄰居成都的一些舉動。

他發(fā)現(xiàn)，自2010年以來，成都在國際傳播中把重點放在了熊貓的品牌宣傳上，大熊貓的形象在國際品牌中被大量使用。2012年9月，成都發(fā)起了為期三個月的活動，尋找三名熊貓大使。此外，成都還在法國、韓國、日本和美國相繼建立了體驗中心。

“2012年倫敦奧運會時，成都在奧運場館周圍使用了50輛出租車，車身貼滿了熊貓的照片。另外，成都還贊助了一個長達(dá)三個月的‘熊貓跑車迎奧運’項目，熊貓出租車會在倫敦周邊巡游?！痹诤朴羁磥恚啥汲晒Φ貙⑿茇埮c城市連接起來。

他的審視重點，最終還是落在重慶。他覺得，重慶需要在歐洲樹立起一個特別響亮的標(biāo)志品牌?！耙蛔鞘?，可以由許多額外屬性來建立起獨特的形象，并迅速提高城市的品牌知名度?！焙朴钫J(rèn)為重慶品牌的創(chuàng)建不僅是可能的，甚至是必要的。

為此，浩宇提出建設(shè)一個強(qiáng)大的“麻辣世界”（Spicy World）子品牌。

Haoyu observed the initiatives proposed by Chengdu, the neighbor of Chongqing.

He found that Chengdu laid the emphasis of international communication on the brand promotion of Panda since 2010, and the image of Panda is extensively adopted in international brand. In September 2012, Chengdu launched a three-month event to find three Panda ambassadors. In addition,Chengdu has established experience centers in France, Korea, Japan and the United States.

“At the London Olympics in 2012, Chengdu arranged 50 taxis around the venues, and all of them were covered with pictures of pandas.Moreover, Chengdu also sponsored a three-month program named ‘Panda Sports Cars’ Welcoming of the Olympics, and the Panda taxis will cruise around London.” In the sight of Haoyu, Chengdu successfully connected the pandas to the city.

However, what he concerned is still the culture communication of Chongqing. In his opinion,Chongqing needs to establish a particularly distinctive brand in Europe. “The establishment of the unique image and the improvement of a city’s brand popularity can be realized with a number of additional attributes.” Haoyu believes that the establishment of Chongqing brand is both possible and indispensable.

For this purpose, Haoyu proposed to build a sub-brand called “Spicy World”.

麻辣世界的煙火味

The Atmosphere of Spicy World

浩宇覺得對于外國人來說，重慶最具吸引力的地方，就在于它的氣氛，“麻辣世界就是一種氣氛?！?/p>

在浩宇看來，重慶是一個很有自身顯著特征的城市，重慶的氣氛和其他的城市是不一樣的，這就是為什么重慶吸引越來越多外國人的原因。

“重慶人跟很多城市的不同，不管是說話還是生活方式，給我的感覺就完全不一樣。和重慶人交流是一個非常舒適的事情，友好、開放、熱情，我們可以在短時間內(nèi)就成為朋友?！焙朴畹竭^很多中國的城市，言語里透出他對重慶人特別的好感。

浩宇對電影《火鍋英雄》印象深刻，“電影并不是一個很好的關(guān)于火鍋的推廣手段，因為電影只描述了一個比較單一的故事，我覺得它沒有完全描繪出重慶人吃火鍋的那種煙火味。另一方面，它也有好處，就是讓更多的中國人了解了重慶?！?/p>

In the opinion of Haoyu, the atmosphere of Chongqing is the most attractive for foreigners, “Spicy world is an atmosphere. ”

In Haoyu’s view, Chongqing is a city with its own distinctive features. The atmosphere here is different from other cities, which is the reason why Chongqing attracts more and more foreigners.

“The residents in Chongqing are completely different from those in other cities in the speaking or living style. It is comfortable to chat with residents in Chongqing for their friendliness, openness and enthusiasm, and it is easy to develop a friendship with them.” Haoyu has been to many cities in China, and he has special favor to Chongqing.

Haoyu was impressed with the movie Chongqing Hotpot. “The film is not a good promotion method for hotpot, because it only describes a relatively simple story, and it is difficult to completely depict the atmosphere of eating hotpot. The great thing is that more people get to know Chongqing through hotpot.”

用火鍋架起橋梁

A Bridge Built by Hotpot

浩宇的研究并未停留在紙面上，他為“麻辣世界”的推廣設(shè)計了電影片段。

“電影講述的是一家老小在一起吃火鍋，把家庭和火鍋的概念連接起來，是我對‘麻辣世界’品牌推廣的一種嘗試。”浩宇的靈感源于他的重慶女朋友，一個大足姑娘。

每次和女朋友回家吃飯時，一家人都會選擇火鍋。浩宇覺得一家人吃火鍋的氛圍很融洽，也很熱鬧。

“麻辣世界的基礎(chǔ)是火鍋，但火鍋并不是簡單的一道菜，更重要的是一種生活方式。”浩宇覺得重慶人開放的性格包含在一鍋火鍋中，他要做的就是把它傳遞出去，讓更多的人了解火鍋，了解重慶，了解“麻辣世界”。

今年夏天，浩宇研究生畢業(yè)。雖然學(xué)業(yè)暫告一段落，他并未停止“麻辣世界”的實踐與推廣。

如今，他已經(jīng)在兩江新區(qū)創(chuàng)辦了一家文化公司，正在做重慶與波蘭文化的視頻傳播工作，“我希望自己能真正成為重慶與歐洲之間的一座橋梁。”

Haoyu designed a movie clip for the promotion of the “Spicy World”.

“The film tells a story of a family eating hotpot together, connecting the concept of family and hotpot is an attempt to promote the brand of ‘Spicy World’.” The inspiration of Haoyu derives from his girlfriend, a native of Dazu District.

Every time he went to the home of his girlfriend,the hotpot would be the first choice of eating. He likes the atmosphere of eating hotpot.

“The basis of the Spicy World is hotpot, but hotpot is not only a dish, more important, it is a way of life.” Haoyu believes that the openness of Chongqing people is embarked in the hotpot. What he has to do is to pass it out, letting more people know about hotpot, Chongqing and “Spicy World”.

Although Haoyu finished his postgraduate study this summer, the ending of his academic study never indicates the ending of promoting “Spicy World”.

Currently, he has established a cultural company in the Liangjiang New Area, and he is committed to the work on video communication of Chongqing and Polish culture. “I hope that I can truly become a bridge between Chongqing and Europe. ”

In the opinion of Haoyu, the atmosphere of Chongqing is the most attractive for foreigners,“Spicy world is an atmosphere. ”