基于文化折扣理论的衡岳文化对外传播研究  

A Study on the External Communication of Hengyue Culture Based on Cultural Discount Theory

作　　者：谭雅雯[1] 王科瑛[1] TAN Ya-wen;WANG Ke-ying(School of Marxism,Hunan Polytechnic of Environment and Biology,Hengyang,Hunan 421005)

机构地区：[1]湖南环境生物职业技术学院马克思主义学院,湖南衡阳421005

出　　处：《岳阳职业技术学院学报》2024年第1期88-92,共5页Journal of Yueyang Vocational and Technical College

基　　金：2022年度衡阳市社会科学基金项目“基于文化折扣理论的衡岳文化对外传播研究”(2022D036)。

摘　　要：衡岳文化是中华优秀传统文化的重要组成部分,在对外传播中极具经济价值和文化价值。本文从文化折扣的视角,分析衡岳文化对外传播现状中内容触达质量差、话语认知损耗大、受众认同感低等问题,提出在传播内容、传播话语、传播途径等方面予以改进,以降低文化折扣对衡岳文化传播的影响,实现高质量、高效率的衡岳文化对外传播。Hengyue culture is an important part of Chinese culture,which is of great economic and cultural value in foreign communication.From the perspective of cultural discount theory,this paper analyzes the problems existing in the current situation of Hengyue culture's external communication,such as poor quality of content,great loss of discourse cognition and low sense of audience identity,and puts forward targeted improvements in three aspects:content,discourse and communication channels,so as to reduce the impact of cultural discount on Hengyue culture's external communication and realize high-quality and efficient Hengyue culture's external communication.

关 键 词：文化折扣 衡岳文化 对外传播 

分 类 号：G125[文化科学]