品牌跨文化传播中的空间关系处理:传播心理距离视角

Spatial Relations in Brand Intercultural Communication:A Perspective of Psychological Distance in Communication

品牌跨文化传播过程中,不仅需要跨越空间(地理)距离,更多的是要处理各种复杂的空间关系及由此导致的社会和心理问题。笔者从传播心理距离视角出发,从地理区位引发的空间关系(第一空间),心理距离引发的空间关系(第二空间)和社会文化因素引发的空间关系(第三空间)三个层面,阐述品牌跨文化传播中需要处理的主要空间关系,并从空间符号运用、把握适度心理距离、甄别隐含语境、确定传播基调等方面提出相应建议。

In brand intercultural communication, the company should not only handle spatial （geographical） distance, but also deal with complex spatial relations, as well as social and psychological issues. From the perspective of psychological distance in communication, the authors demonstrate three main spatial relations in brand intercultural communication, namely, spatial relations （the first space） caused by geographical location, spatial relations （the second space） caused by psychological distance, and spatial relations （the third space） caused by social and cultural factors. Some suggestions have been proposed, including implementing spatial symbols, holding moderate psychological distance,identifying implicit context and determining communication style, etc.