城市形象跨文化传播策略研究——基于对佛山市政府英文网的分析

Research on the Tactics of Cross-Cultural Communication of an Urban Image——Based on the Analysis of the English Website of the Foshan Municipal Government

从跨文化交际的角度看,城市形象源于民族文化,其跨文化传播的实质是民族文化的交融,因此,城市形象跨文化传播经历民族中心主义、民族相对主义和第三方文化构建三个阶段,这三个阶段需要有相应的语言策略、交际策略和目标策略支持,方可达到预期目标。根据基于关联理论、跨文化敏感度和第三方文化建设构建出的理论框架,对佛山市政府英文网进行的分析发现,佛山城市形象跨文化传播在策略应用上存在层次性不足、时效性不高和交互性不强的问题,对此提出了一些可行性建议。

From the perspective of cross-cultural communication,an urban image originates from a national culture,and its cross-cultural communication is fundamentally the integration of national cultures.Hence, the cross-cultural communication of an urban image undergoes the ethnocentric,ethnorelative and third cul-ture building stages,which need to be supported by corresponding linguistic,communicative and goal tac-tics so as to achieve the expected goals.Based on the theoretical framework constructed from the combina-tion of relevance theory,cross-cultural sensitivity and third culture building,the analysis of the English website of the Foshan municipal government has found that the cross-cultural communication of Foshan’s ur-ban image has encountered the problems of lack of levels,low time effectiveness and weak interactiveness in the application of the above-mentioned tactics.To deal with these problems,a number of feasible sugges-tions are put forward.