以當代法國形象為跨文化研究對象，從法國精神分析學者拉岡之鏡像理論發展出「他者」之概念，由科特勒行銷學理論分析國家形象之行銷策略，利用政策分析方法，析剖法國政府型塑法國形象之策略目標，根據李普曼之輿論原理探討刻板印象與大眾傳播媒體及社會心理之間的相互影響，以問卷調查分析方法得出台灣年輕人所認知的法國形象。根據布希亞的「符號消費」理論，形象透過影像在大眾媒介中產生意義，並且形成符號消費之流行文化；因此研究結果是：法國政府積極介入的作用，包括型塑國家正面形象，並輔以有效的文化政策；內容兼顧到文化全球化的環境，日常生活的後現代影像符號消費社會，以商業活動行銷等等。尤其是藉著軟實力之文化外交手段透過駐外單位，向世界推動法國語言文化，型塑國家認同。並且利用諸多正面形象，透過大眾媒介傳播影像，使法國形象產生符號化、形成流行文化，從而誘發認同及消費。 This thesis aims at an intercultural study to understand the formation of the image of contemporary France, and discover those strategies how the French government practice to modulate those characters of their citizens and then diffuse the positive national image to the worldwide. The studies adopt approaches from Jacques Lacan''s terms of mirror stage : the subject must negotiate his or her relationship with others. Philip Kotler''s strageties of marketing help to promote national image. Policy analysis makes understand French government''s policies to form the positive country image of France. Walter Lippman''s Public Opinion propose people''s stereotype applying in the fields of media studies and social psychology. By questionnaire analysis to students at senior high school and university, the image of France from Taiwanese young people will be acquired. For Jean Baudrillard, “To become an object of cunsumption, an object must first become a sign", so consumption is the main drive in capitalist society by the functional, exchange, symbolic, and sign value within a system of objects. We conclude that the image of the country France is formed by four concepts of image : stereotype, ideology, symbol and identity to diffuse a cultural brand, a marketing logo of “Made in France" in the postmodern symbolic consumption.
