摘要
从文化接近理论、文化折扣理论和文化排斥理论出发,以“中国上海”城市图片为调查实验刺激物,考察了不同国家公众对不同文化标识符号和文本介绍嵌入的六组图片的反应,结果显示:(1)不同国家公众对同一城市图片的感知差异并不显著,真正发挥作用的是国家背后的人口学变量。(2)不同文化标识嵌入确实会显著影响各国公众对中国城市形象图片的评价,但是这种影响存在一致性而不存在国家差异,即一些符号嵌入,如强烈的中国文化标识嵌入会全面降低中国城市形象评价,但各自国家文化标识的嵌入并不会显著提升他们的评价。(3)中西文化交融的文本表达能显著促进美国公众对中国城市印象,而对于其他国家来说,简单介绍的文本表达效果更好。
Based on the cultural proximity theory,cultural discount theory and cultural exclusion theory,this study uses“Shanghai”city pictures as the stimulus for the survey,and examines the responses of the public of different cultural backgrounds to the six groups of pictures embedded with different cultures symbol and text.The results show:(1)The differences in public perceptions of images of the same city across countries are not significant;it is the demographic variables behind the countries that really come into play.(2)Different cultural logo embeddings do significantly affect publics’evaluation of Chinese city image pictures across countries,but there is consistency in this effect rather than country differences.That is,some symbolic embedding,such as strong Chinese cultural identity embedding,reduces the evaluation of Chinese city images across the board,but the embedding of the respective national cultural identity does not significantly enhance their evaluation.(3)Textual expressions of Chinese and Western cultures significantly contribute to the American public’s impression of Chinese cities,while for other countries,textual expressions of simple introductions work better.
作者
韩瑞霞
张洧珍
Han Ruixia;Zhang Weizhen(School of Media and Communication,Shanghai Jiaotong University,Shanghai 200242,China)
出处
《科学．经济．社会》
2022年第6期12-25,共14页
Science Economy Society
基金
国家社会科学基金“智媒时代中国形象‘元结构’测量及国际传播策略优化研究”(21BXW053)
上海市社科规划一般课题“‘上海文化’感知形象测量及国际传播策略研究”(2019BXW007)
关键词
文化接近理论
文化混搭
城市形象
国际传播
上海
cultural proximity
cultural mixing
city image
international communication
