跨文化传播中的文化抗体研究——以故宫星巴克咖啡传媒事件为个案  

Cultural Antibody in the Courses of Intercultural Communication:A Case Study on Starbarks Coffee Club in the Forbidden City

作　　者：李书文[1,2] 

机构地区：[1]四川大学文学与新闻学院 [2]山东大学研究生院

出　　处：《新闻与传播研究》2008年第6期64-71,共8页Journalism & Communication

摘　　要：西方的现代性已经扩展成文化发展的神话,大众传媒从一开始产生即为此而服务;但第二次世界大战以来,非西方经济的发展,借助大众传媒的力量,刺激了新一轮现代化进程中的文化自觉;而文化自觉的内在表达,就是文化抗体的产生及其对外来文化所发生的作用力。从现代公众媒体中,尤其是某些强烈的文化反应现象中,可以观察到这种文化抗体之产生进程和作用机制。本文即以故宫星巴克咖啡传媒事件为个案,探讨跨文化传播中,开启了文化自觉历程的中国,如何在朝向新知识生产的方向之前,伴随着问题意识的产生而在文化机体内部产生出文化的抗体以及这种文化抗体对中国文化发展的作用。The western modernity has turned to be a cultural myth and the mass media served this course at its born; but the modernity courses outside of the western states especially after the World War II raised the cultural consciousness with the help of mass communication. While the most specific characteristic of cultural consciousness is the born of cultural antibody and its counter power to cultures coming from outside. From those modern public mass media, especially those strong reactions to the outside culture by the nation state, one can see the system of the cultural antibody and how it works. This paper explains how the cultural antibody was born, and how it works in China with the case studies of the Starbarks Coffee in the Forbidden City.

关 键 词：跨文化传播 大众传媒 星巴克 抗体 个案 事件 咖啡 故宫 

分 类 号：F719.3[经济管理—产业经济]