在“世界海洋日”遇見《NIHAO》

6月8日，在“世界海洋日暨全國(guó)海洋宣傳日”的中國(guó)主會(huì)場(chǎng)——廣西北海，150位嘉賓都收到一份來自北海市政府的禮物——《空中之家》(6月刊)。這本由南航集團(tuán)旗下文化傳媒公司主辦的英中文雜志，通過對(duì)北海海洋文化的深度解讀，被選為海洋日官方“禮物”。南航也因此被稱作高空中的“一帶一路”文化宣傳使者。

帶著高度的責(zé)任感和自豪感，南航通過旗下的多種媒體，將“一帶一路”的文化內(nèi)涵和沿線風(fēng)情，傳播到全世界41個(gè)國(guó)家和地區(qū)，220個(gè)通航點(diǎn)。

1.我們乘坐飛機(jī)時(shí)對(duì)雜志上提到的一些美麗的地方格外留意?！犊罩兄摇菲肺遁^高，能更好地吸引飛機(jī)上乘客的注意力。

——袁媛 中國(guó)社會(huì)科學(xué)院人文教育局專家與職稱處副處長(zhǎng)

2.《空中之家》對(duì)北海的報(bào)道立意很好，體現(xiàn)了南航具備宣傳“中國(guó)優(yōu)秀文化”和“海上絲綢之路文化”的意識(shí)，具有央企責(zé)任感。

——梁思奇 北海市委宣傳部副部長(zhǎng)

3.普通人主要從海洋文化、城市特色、民風(fēng)、漂亮圖片、歷史文化等來了解北海，這剛好都是這本雜志里面有的，我覺得非常好，能貼近受眾的心理特點(diǎn)和需求。

——楊立敏 中國(guó)海洋大學(xué)出版社有限公司社長(zhǎng)

On June 8th, 150 honourable guests received a gift from the Beihai City Government- the June issue of NIHAO magazine - at the "World Ocean and National Marine Information Day" main venue in Beihai, Guangxi Province, China, This magazine is a bilingual magazine published by China Southern Air Media Co., Ltd. The magazine provides a comprehensive interpretation of Beihai. It is so highly recognised by the local government that China Southern Airlines is even considered "the cultural messenger in the sky". It also broadcasts cultural stories of "One Belt, One Road" cities through various media to 41 countries and regions in the world.

Beihai is not the only Maritime Silk Road city that was reported in Nihao. As a response to the call from the central government, Nihao launched a cover column called “Postcards from China” in 2014. Over the next two years, reporters visited nine Maritime Silk Road cities: Yangzhou, Nanjing, Fuzhou, Zhangzhou, Quanzhou, Guangzhou, Ningbo, Penglai, and Beihai. This series has built a unique gallery of maritime to present a cultural form that is drastically different from an inland civilisation for readers.

In recent years, China Southern Airlines has seized the opportunity generated by the Canton Route strategy to promote itself around the world. Now its international routes cover Europe, the Americas, Asia, Australasia and Africa. Those aircraft such as the A380, B787, B777-300 offer seven different in fl ight magazines, television and fi lms, as well as the CCTV-OUTLOOK Channel programs to spread excellent Chinese culture all over the world.

When the western world gets to know more and more about China, the Chinese also get to be proud of their cities and their cultural genes. The China Southern initiative of reporting continuously unique culture elements on different media platforms attracts tremendous attention and recognition from the society. For instance, after the Nihao Beihai report was “in the air”, the Beihai Daily, the Beihai Evening Paper, the Beihai Television and the Beihai Radio to interview China Southern in fl ight passengers . Popular mini-bloggers retweeted these reports and got over 10,000 readers online.

當(dāng)航空成為“一帶一路”文化傳播平臺(tái)

“在云端，我便看到一座干凈的城市?！眳⒓印昂Ｑ笕铡被顒?dòng)的中國(guó)文學(xué)藝術(shù)界聯(lián)合會(huì)國(guó)內(nèi)聯(lián)絡(luò)部副主任謝力，看完《空中之家》北海專題后如是評(píng)價(jià)。這期專題以《北海：海灣明珠》為題，用21版報(bào)道了這座“海上絲綢之路”始發(fā)港的人文風(fēng)情。正如南航集團(tuán)文化傳媒股份有限公司黨委書記、南方航空?qǐng)?bào)社總編輯蔣旭斌接受《北海晚報(bào)》訪問時(shí)所說，“將北海這些珍貴的資源報(bào)道出去，必能吸引國(guó)內(nèi)外游客閱讀，而北海的風(fēng)光及傳統(tǒng)文化也將乘坐南航各個(gè)航班飛往世界各地?！?/p>

北海也并非是《空中之家》報(bào)道的唯一一座海絲城市。在中央提出“一帶一路”倡議和“讓中國(guó)優(yōu)秀文化走出去”戰(zhàn)略之時(shí)，作為央企的南航，責(zé)無旁貸。2014年起，《空中之家》雜志專門開設(shè)“中國(guó)風(fēng)物志”封面欄目，兩年間，走遍揚(yáng)州、福州、漳州、南京、泉州、廣州、寧波、蓬萊、北海9座海絲城市，為讀者解讀一種中國(guó)式的海洋文明。南航是亞洲機(jī)隊(duì)規(guī)模最大和年客運(yùn)量最大的航空公司，2015年，客運(yùn)量超過1.1億人次。這些“一帶一路”的報(bào)道，也因而擁有著龐大的中外受眾。

“認(rèn)同感”從空中到地面

作為南航文化軟實(shí)力傳播單位，南航集團(tuán)文化傳媒公司旗下各媒體對(duì)“一帶一路”和中國(guó)優(yōu)秀傳統(tǒng)文化的報(bào)道，也引發(fā)各界的關(guān)注和肯定。北海報(bào)道“上飛機(jī)”后，吸引了《北海日?qǐng)?bào)》《北海晚報(bào)》和北海電視臺(tái)、北海電臺(tái)紛紛到客艙采訪旅客讀者。當(dāng)?shù)仡H具影響力的微信號(hào)公眾號(hào)也對(duì)報(bào)道進(jìn)行轉(zhuǎn)載。此前，《空中之家》揚(yáng)州專題（2014年4月刊）也曾被《揚(yáng)州日?qǐng)?bào)》《揚(yáng)州晚報(bào)》《揚(yáng)州時(shí)報(bào)》整版報(bào)道，并選為“揚(yáng)州國(guó)際煙花三月節(jié)”宣傳樣刊。與“一帶一路”百人論壇（由“一帶一路”研究專家、中央黨校趙磊教授發(fā)起）合作組織的“海上絲綢之路”討論專題，被列入論壇“年度大事記”，引起各大專家學(xué)者、政府機(jī)構(gòu)、跨國(guó)企業(yè)的關(guān)注。

現(xiàn)在，南航國(guó)際航線遍布?xì)W洲、美洲、大洋洲、非洲、亞洲，A380、B787、B777-300等戰(zhàn)略機(jī)型搭載著《空中之家》等7種航機(jī)刊物、機(jī)上影視和CCTV-發(fā)現(xiàn)之旅頻道節(jié)目，正將優(yōu)秀的中華文化遍灑世界各地。

WHICH KIND OF THE “ONE BELT AND ONE ROAD” REPORTS WILL YOU SEE IN INFLIGHT MEDIA?

坐南航，你會(huì)看到怎樣的“一帶一路”？

1. Nihao 《空中之家》：

Reports of 9 cities in the columns “Postcard from China” explained the“Maritime Culture” of Chinese style and interpreted the extraordinary traditions and historical sceneries of the cities along the Road with the topics“Spirits of Craftsmen” and “Cuisine Fashion in Folk Customs”.

通過《空中之家》，可看到對(duì)海絲申遺九座主要城市的深度系列報(bào)道，從工匠精神、食俗民俗切入，感受各地優(yōu)秀傳統(tǒng)文化和人文風(fēng)物，領(lǐng)會(huì)不一樣的中國(guó)式海洋文明。此后，計(jì)劃把系列報(bào)道延續(xù)到“一帶一路”沿線更多城市。

2. CCTV-OUTLOOK 發(fā)現(xiàn)之旅頻道:

The activity “Dialogue with ambassadors” made many ambassadors from several countries become members of the high-end elite club “Discover Club”. At the same time, it also invited representatives from other fields to join the dialogues with the ambassadors from the countries along influenced the Belt and Road.

CCTV-發(fā)現(xiàn)之旅頻道針對(duì)南航作為“一帶一路”頭號(hào)承運(yùn)人的戰(zhàn)略部署，努力搭建中外商旅文化互通平臺(tái)。南航定制類欄目《空姐新發(fā)現(xiàn)》《廣州之路》更成為南航航線覆蓋的“一帶一路”主要經(jīng)濟(jì)帶及輻射國(guó)家的展示窗口。 此外，“與大使對(duì)話”活動(dòng)使多國(guó)使節(jié)成為頻道旗下高端精英聯(lián)盟“發(fā)現(xiàn)會(huì)”會(huì)員，并邀請(qǐng)各行業(yè)代表同“一帶一路”經(jīng)濟(jì)帶上及輻射國(guó)家的駐華使節(jié)進(jìn)行面對(duì)面的溝通。

3. Air View《航空旅游報(bào)》:

In 2015, the 7th “new Silk Road” special column released a series of featuring reports on the countries and regions along the Silk Road, from Shanxi and Xinjiang, China, to the Five Mid-Asian countries: Afghanistan, India, Iran and Turkey. Among the inland medium, it was the most all round reportage on the radiating area around the economic belt of the Silk Road.

《航空旅游報(bào)》立足于新疆，利用國(guó)家對(duì)新疆“絲綢之路核心區(qū)”的定位，可看到絲綢之路沿線國(guó)家的自然景觀和歷史人文全方位展示。2015年，該畫報(bào)做了連續(xù)七期的“新絲綢之路”專題，從中國(guó)的陜西、新疆到中亞五國(guó)、阿富汗、印度、伊朗、土耳其等絲綢之路沿線地區(qū)和國(guó)家進(jìn)行系列專題報(bào)道，被稱作是“迄今為止國(guó)內(nèi)媒體中對(duì)絲綢之路經(jīng)濟(jì)帶所覆蓋地區(qū)的最系統(tǒng)也最全面的報(bào)道”。

MEET NIHAO ON "WORLD OCEAN DAY"

Text by Ge Rufeng&Yan Junling Translation by Tao Wenjia&Bian Jiajin Photos by Yang Zaizi&Zeng Jian