媒介视域下的乐山文化遗产跨文化传播

Cross-cultural Communication of Leshan's Cultural Heritages in Perspective of Media

"提升文化遗产知名度、增强文化遗产影响力"是乐山"提高文化软实力、建设国际一流文旅目的地"的重要组成部分。针对乐山文化遗产总体知名度不高、跨文化传播效应不显著的状况,基于跨文化传播理论,从两大主体媒介——语言翻译和大众媒介在文化遗产跨文化传播中的重要价值的维度,探讨了影响乐山文化遗产跨文化传播效应的语言翻译问题和大众媒介利用问题及对策,以促进乐山文化遗产的跨文化传播。

Promoting the popularity and impact of Leshan＇ s cultural heritages is an important part of Leshan＇ s goal of improving Leshan＇ s cultural soft power and constructing Leshan into a world class destination of culture and touring. Inthe light of the low popularity of Leshan＇ s cultural heritages, and the not remarkable effect of its cross - cultural communication as a whole, on the basis of the theory of cross - cultural communication, and according to the dimension of the important values of the two leading medium of language translation and mass media in the cross - cultural communication of cultural heritages, this paper discusses the problems of language translation in influencing the effect of the cross - culturalcommunication of Leshan＇ s cultural heritages and the problems and strategies of how to take the advantage of mass medium.