海外孔子学院两大职能分别为汉语教学和文化推广。海外孔院不仅是一个汉语学习机构，更是一个中外文化交流平台，它以汉语教学为桥梁，推广传播中华文化，有利于促进中外文化沟通交流，提升中华文化国际影响力，建立良好的国家形象。因此，如何办好各类中国文化传播活动具有重要的研究意义。

国内外对于海外孔院中国文化传播活动已有不少调查研究，多为分析孔院中国文化传播活动现状，探讨其现存问题并提出解决方案。然而，大多已有研究未关注到孔院文化活动开展中的一项重要议题——文化活动设计的“本土化”，研究中文化对比意识不强，实现“本土化”目标的方法策略不够明确。

笔者于2019年8月作为国家汉办汉语教师志愿者，赴墨西哥尤卡坦自治大学孔子学院任教，为期一年，发现该孔院定期举办各类中国文化传播活动，且非常重视文化活动的开展。笔者亲身参与各类文化活动十余场，切身感受到文化活动对于中国文化在海外传播的积极作用，同时也发现了孔院在文化活动开展中存在的一些问题。因此，笔者对该孔院中国文化传播活动展开调查研究，分析其优点及不足，探讨其面临的问题，并结合“本土化”目标提出解决方案，为今后的活动开展提供借鉴，也希望能对其他海外孔院有参考意义。

本研究以拉斯韦尔“5W传播理论”为框架，从传播受众、传播者、传播内容、传播媒介及传播效果五方面对孔院文化活动进行分析。首先分析孔院文化传播活动的文化背景和活动参与者；继而通过访谈分析文化活动的组织者及其开展文化活动的目标和流程；接下来，对文化活动内容及形式进行分析；再而通过调查问卷对文化活动的效果进行分析，并提出改进方案；最后，总结文化活动现存问题并提出改进建议。

本研究加强了中外文化对比意识，对当地文化环境特点进行分析，力求探索中墨文化之间的契合点，探讨了实现“本土化”目标的对策。此为海外孔院中国文化传播活动调查研究中的一个创新之处，能对该研究领域进一步补充和完善。

Confucius Institutes’ two major functions are Chinese language teaching and cultural promotion. The Confucius Institute Abroad is not only a Chinese language learning institution, but also a platform for cultural exchanges between China and foreign countries. It uses Chinese language teaching as a bridge to promote and spread Chinese culture, which is conducive to promoting Chinese and foreign cultural exchanges, enhancing the international influence of Chinese culture, and enhancing the softness of Chinese culture. Strength and establish a good international image. Therefore, how to manage various Chinese cultural communication activities has important research significance.

There have been many investigations and studies on the Chinese cultural communication activities of the Confucius Institutes overseas, most of which are analyzing the current status of the Chinese cultural communication activities of the Confucius Institutes, analyzing existing problems and proposing solutions. However, there are insufficient discussions on the “localization of culture activities design”, an important topic in the development of the Confucius Institute’s cultural activities. In the research, the awareness of cultural contrast is not strong, and the methods and strategies to achieve the goal of “localization” are not clear enough.

As a volunteer Chinese teacher of Hanban, the author went to the Confucius Institute at the Autonomous University of Yucatan in Mexico to teach in August 2019. I found that the Confucius Institute regularly organizes various Chinese cultural communication activities and attaches great importance to the development of cultural activities. The author personally participated in more than ten cultural activities of various kinds, and personally felt the positive effect of cultural activities on the spread of Chinese culture overseas, and also discovered some problems in the development of cultural activities of the Confucius Institute. Therefore, the author conducts investigation and research on the Chinese cultural communication activities of the Confucius Institute, analyzes its strengths and weaknesses, discusses the problems it faces, and proposes solutions to provide reference for future activities, and hope that it will be of reference to other overseas Confucius Institutes.

This research uses Laswell's "5W Communication Theory" as the framework to analyze the cultural activities of the Confucius Institute from five aspects: audience, disseminator, dissemination content, dissemination medium and dissemination effect. First, analyze the cultural background and participants of the cultural communication activities of the Confucius Institute; then analyze the organizers of cultural activities and their objectives through interviews; next, analyze the content and forms of cultural activities; Analyze the effects of cultural activities and propose improvement plans; finally, summarize the existing problems of cultural activities and put forward suggestions for improvement.

This research has strengthened the awareness of Chinese and foreign cultural comparisons, analyzed the characteristics of the local cultural environment, and strived to explore the convergence between Chinese and Mexican cultures, and explored the countermeasures to achieve the goal of "localization of culture activities design". This is an innovation in the investigation and research of Chinese cultural communication activities of Confucius Institutes overseas, which can further supplement and improve this research field.