在“世界海洋日”遇见《NIHAO》

在“世界海洋日”遇见《NIHAO》

6月8日，在“世界海洋日暨全国海洋宣传日”的中国主会场——广西北海，150位嘉宾都收到一份来自北海市政府的礼物——《空中之家》(6月刊)。这本由南航集团旗下文化传媒公司主办的英中文杂志，通过对北海海洋文化的深度解读，被选为海洋日官方“礼物”。南航也因此被称作高空中的“一带一路”文化宣传使者。

带着高度的责任感和自豪感，南航通过旗下的多种媒体，将“一带一路”的文化内涵和沿线风情，传播到全世界41个国家和地区，220个通航点。

1.我们乘坐飞机时对杂志上提到的一些美丽的地方格外留意。《空中之家》品味较高，能更好地吸引飞机上乘客的注意力。

——袁媛 中国社会科学院人文教育局专家与职称处副处长

2.《空中之家》对北海的报道立意很好，体现了南航具备宣传“中国优秀文化”和“海上丝绸之路文化”的意识，具有央企责任感。

——梁思奇 北海市委宣传部副部长

3.普通人主要从海洋文化、城市特色、民风、漂亮图片、历史文化等来了解北海，这刚好都是这本杂志里面有的，我觉得非常好，能贴近受众的心理特点和需求。

——杨立敏 中国海洋大学出版社有限公司社长

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.

当航空成为“一带一路”文化传播平台

“在云端，我便看到一座干净的城市。”参加“海洋日”活动的中国文学艺术界联合会国内联络部副主任谢力，看完《空中之家》北海专题后如是评价。这期专题以《北海：海湾明珠》为题，用21版报道了这座“海上丝绸之路”始发港的人文风情。正如南航集团文化传媒股份有限公司党委书记、南方航空报社总编辑蒋旭斌接受《北海晚报》访问时所说，“将北海这些珍贵的资源报道出去，必能吸引国内外游客阅读，而北海的风光及传统文化也将乘坐南航各个航班飞往世界各地。”

北海也并非是《空中之家》报道的唯一一座海丝城市。在中央提出“一带一路”倡议和“让中国优秀文化走出去”战略之时，作为央企的南航，责无旁贷。2014年起，《空中之家》杂志专门开设“中国风物志”封面栏目，两年间，走遍扬州、福州、漳州、南京、泉州、广州、宁波、蓬莱、北海9座海丝城市，为读者解读一种中国式的海洋文明。南航是亚洲机队规模最大和年客运量最大的航空公司，2015年，客运量超过1.1亿人次。这些“一带一路”的报道，也因而拥有着庞大的中外受众。

“认同感”从空中到地面

作为南航文化软实力传播单位，南航集团文化传媒公司旗下各媒体对“一带一路”和中国优秀传统文化的报道，也引发各界的关注和肯定。北海报道“上飞机”后，吸引了《北海日报》《北海晚报》和北海电视台、北海电台纷纷到客舱采访旅客读者。当地颇具影响力的微信号公众号也对报道进行转载。此前，《空中之家》扬州专题（2014年4月刊）也曾被《扬州日报》《扬州晚报》《扬州时报》整版报道，并选为“扬州国际烟花三月节”宣传样刊。与“一带一路”百人论坛（由“一带一路”研究专家、中央党校赵磊教授发起）合作组织的“海上丝绸之路”讨论专题，被列入论坛“年度大事记”，引起各大专家学者、政府机构、跨国企业的关注。

现在，南航国际航线遍布欧洲、美洲、大洋洲、非洲、亚洲，A380、B787、B777-300等战略机型搭载着《空中之家》等7种航机刊物、机上影视和CCTV-发现之旅频道节目，正将优秀的中华文化遍洒世界各地。

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

坐南航，你会看到怎样的“一带一路”？

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”.

通过《空中之家》，可看到对海丝申遗九座主要城市的深度系列报道，从工匠精神、食俗民俗切入，感受各地优秀传统文化和人文风物，领会不一样的中国式海洋文明。此后，计划把系列报道延续到“一带一路”沿线更多城市。

2. CCTV-OUTLOOK 发现之旅频道:

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-发现之旅频道针对南航作为“一带一路”头号承运人的战略部署，努力搭建中外商旅文化互通平台。南航定制类栏目《空姐新发现》《广州之路》更成为南航航线覆盖的“一带一路”主要经济带及辐射国家的展示窗口。 此外，“与大使对话”活动使多国使节成为频道旗下高端精英联盟“发现会”会员，并邀请各行业代表同“一带一路”经济带上及辐射国家的驻华使节进行面对面的沟通。

3. Air View《航空旅游报》:

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.

《航空旅游报》立足于新疆，利用国家对新疆“丝绸之路核心区”的定位，可看到丝绸之路沿线国家的自然景观和历史人文全方位展示。2015年，该画报做了连续七期的“新丝绸之路”专题，从中国的陕西、新疆到中亚五国、阿富汗、印度、伊朗、土耳其等丝绸之路沿线地区和国家进行系列专题报道，被称作是“迄今为止国内媒体中对丝绸之路经济带所覆盖地区的最系统也最全面的报道”。

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