论国家形象跨文化传播中的身份认同与价值适应

Identity and Value Adaptation of the National Image in Intercultural Communication

通过东西之争及古今之争所确立的西方中心主义文化观,不可能经由西方自身对现代性的自我反思建立一种基于主体间性的跨文化交往模式来改变。为此,必须反思作为国家形象传播主体的"我者"文化,在异域文化圈中的身份建构和确立的问题,进而将"他者"对"我者"的身份认同,转变为"我者"在"他者"文化语境之中的价值适应。

The cultural view of Western centrism,which is established through East-West and ancient-present disputes,cannot change itself into a mode of intercultural communication based on inter-subjectivity via self-reflection on modernity.Therefore,we must reflect on how to establish the identity of the ＂self＂ culture-the communicative subject of the national image-in the exotic cultural circles so as to transform the identity of ＂other＂ with ＂self＂ into value adaptation of ＂self＂ to the cultural context of ＂other＂.