跨文化沟通中的传媒因素刍议

On the Restrictive Factors in the Course of Cross-cultural Communication via Mass Media

在利用大众传媒进行跨文化沟通时，如何充分发挥大众传媒的积极作用而避免其负面效应是当前面临的主要问题。大众传媒的“铸模成见”和文化差异都对跨文化沟通构成制约。因此，当前必须重视我国大众传媒的发展战略，把握跨文化沟通中的文化背景因素和现实状况。

In the course of cross-cultural communication via mass media, there are two major issues that we must settle： how to give full play to the positive influence and avoid the negative ones. ＂Stereotyped prejudice＂ and cultural differences have posed great restrictions upon cross-cultural communication. Therefore, we should pay great attention to the developing strategy of mass media and have a good understanding of the cultural background and realistic situations in cross-cultural communication.