印尼多元宗教语境中孔子学院品牌形象认知探讨

Abstract

Taking Indonesia as a typical research case, this paper explores local Indonesians’ overall perceptions of the brand image of Confucius Institutes under Indonesia’s unique diversified religious culture and complex indigenous social environment. It focuses on the localized cultural dilemmas that Confucius Institutes may encounter within this inclusive multi-religious society and proposes targeted suggestions to advance their localization and local social integration. The paper further analyzes the divergent interpretations of Confucius as a cultural symbol and traditional Confucian ideas among Indonesian native groups. This study uses materials from news reports and interviews with students and parents as key analytical sources. Combined with in-depth interviews with ordinary Indonesian citizens and local private Chinese training institutions, it systematically collects local stereotypes, genuine opinions and practical demands regarding Confucius Institutes and summarizes the underlying factors for cognitive deviations. The findings reveal that Indonesians have not rejected Confucius Institutes; they expect the institutes to serve as a fundamental matrix for cultural exchange and emphasize the necessity of localization. Empirical data from fieldwork enriches theories of educational brand construction in multi-religious cross-cultural contexts. The research outcomes can optimize daily operations of Confucius Institutes in Indonesia and other religiously diverse countries, reduce cross-cultural conflicts and improve intercultural communication in international Chinese language education. It also provides solid empirical references for the localized reform of Confucius Institutes and valuable insights to promote in-depth cultural exchanges and mutual learning between China and Indonesia.