从道家在美传播大众化倾向看中学西传策略  

Strategies of Chinese Cultural Output to the West in Considerating the Popularization of Taoism in America

作　　者：蔡觉敏[1] 

机构地区：[1]天津外国语大学国际传播学院,天津300221

出　　处：《中国石油大学学报（社会科学版）》2015年第5期71-75,共5页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：教育部人文社会科学青年基金项目(13YJC740053)

摘　　要：当前,文化输出是中国文化发展的重要目标,在这方面,《道德经》译本和读本在美国的大众盛行给了我们启示。当前美国的道家传播表现出强烈的大众化倾向,具体表现在:读物销售排行榜显示大众化的译本和读本整体排名更靠前;读物高频词表明畅销读物传播的多是大众化思想;读者评价显示读者对大众化的内容更为青睐。鉴于此,我们应该从如下方面加强中学西传工作:利用大众媒体的力量、适当的文化妥协与适应、针对不同目标受众群体设计传播内容。Cultural output is now an important goal of the cultural development of China.The popularity of the translation of Tao Te Ching and the books on Taoism remind us of the way of transmitting Chinese culture in the world, which showed as follows:popular lit-erature on Taoism ranking in the top, high-frequency words showing public thought, reviews showing the public thought more popular. In view of such tendency, we should promote Taoism communication as follows:to use the power of the mass media, moderately adapt to the culture of the importer, and write contents according to different target audiences.

关 键 词：道家读物 大众化 传播 受众 

分 类 号：H0[语言文字—语言学]