跨文化传播视域下吉祥物的符号学解读——以福娃与海宝为例

Thought on the Mascots in Cross-cultural Communication

文化是重要的国家基因。吉祥物福娃与海宝作为文化符号,向世人展示出中华文化的博大精深、璀璨夺目,传递出国人对世界人民的友好与善意。文章从符号学角度出发,通过对吉祥物的能指、所指以及编码共性的分析,认为只有当吉祥物成为一个民族文化特质与普世价值相结合的完美形象时,才具有全球性的文化魅力,才能在跨文化传播中担负起推广民族文化、促进地区间交流、重塑国家形象的重任。

Culture is one of the most important genes for a nation. As Cultural mascots, FuWa and HaiBao spread around the brilliant and long history of Chinese culture as well as friendship and goodwill from Chinese to the people all over the world. Through analyzing the denotation and connotation of mascot, founding the identical of coding, this article aims at revealing that mascot is charming when they connect the tradition characteristics and universal values together. And only in this way, the mascots will undertake the significant missions of transmitting the Chinese culture, boosting communication between different regions and reshaping the image of China in cross-cultural communication.