地球村的“洋春节”:中华文化的远程文化适应研究  

The“International Spring Festival”in the Global Village:A Study of the Telecultural Adaptation of Chinese Culture

作　　者：吴瑛[1,2] 施懿 WU Ying;SHI Yi

机构地区：[1]上海外国语大学新闻传播学院 [2]上海外国语大学国际传播研究中心

出　　处：《河北学刊》2025年第2期95-105,共11页Hebei Academic Journal

基　　金：2023年度教育部哲学社会科学研究重大课题攻关项目“中国式现代化的国际传播路径研究”(23JZD033);2023年度中央高校基本科研业务费资助项目“面向Z世代的中国式现代化国际传播”(23ZD012)。

摘　　要：在新媒体时代,与传统“文化适应”不同,地球村的人们可以借助社交媒体等全球化机制轻松接触“遥远”的异国异域文化,形成“远程文化适应”。通过分析YouTube平台上有关中国春节的视频,可以探索海外受众对中国春节的远程文化适应策略。经研究发现,海外受众在认知、态度、行为三个层面实现了对春节文化的“远程同化”和“远程融合”,同时也存在“远程争夺”策略。而影响海外受众远程文化适应的因素,包括文化全球化、媒介技术、传统文化适应行为和人际交往等。若想推动中国春节文化走向世界,要在保留“中国根”的基础上促进春节文化传承与传播,统筹借助传统文化适应与远程文化适应行为,打造杂糅化的春节文化产品,开拓融通中外的第三文化空间。在文明交流互鉴的进程中,推动中华文化更好地走向世界。In the era of new media,unlike the traditional“cultural adaptation”,people can come into contact with“distant”foreign and exotic cultures through globalization mechanisms such as social media,forming“remote acculturation”.Taking the international dissemination of Chinese New Year culture as an example,the study explores the remote acculturation strategies of overseas audiences and their influencing factors,and finds that overseas audiences adopt“remote assimilation”,“remote integration”and“remote assimilation”of Chinese New Year culture in the three levels of cognition,attitude and behavior.In addition,it is found that globalization,media technology,traditional Chinese New Year adaptive behaviors,overseas Chinese communities and other remote cultural adaptation facilitation mechanisms,as well as personal attributes of adapters,such as family environment and openness to new cultures,all affect the differentiated adaptive strategies of overseas populations.This paper seeks to provide a“Chinese sample”for the study of telecultural adaptation at the theoretical level,as well as new concepts and paths for Chinese culture to go global at the practical level.

关 键 词：春节 远程文化适应 跨文化传播 新媒体 

分 类 号：G03[文化科学]