香云纱文化国际传播策略初探

Tentative Research on the Tactics of International Transmission of the Culture of Gambiered Canton Gauze

源自顺德的国家级非遗产品香云纱富含文化内涵,在当今全球化和消费文化盛行的今天,香云纱的可持续发展须以广阔的国际市场为基础,香云纱国际市场的开拓离不开香云纱文化的国际传播。从这一现实出发,运用美国学者Mc Cracken和法国学者布迪厄对文化传播的相关研究成果,提出了包括国际商业渠道传播,国际教育以及国际传播效果评估策略在内的香云纱文化国际传播基本策略。

Gambiered canton gauze, a traditional garment resulting from a national intangible cultural heritage in Shunde, contains rich cultural elements. Within the context of globalization and prevailing consumer culture, the sus-tainable development of the culturally loaded product calls for expansion of its international markets which in turn gives rise to the need for the international transmission of the culture of gambiered canton gauze . This tentative research draws on the findings by McCracken and Pierre Bourdieu on transmission of culture and attempts to propose tactics for international transmission which includes tactics in developing international education on gambiered canton gauze cul-ture, in commercializing such culture as well as in evaluating the effectiveness of the aforementioned tactics.