镜像理论视阈下的中国传统节日海外传播研究

Study on the Overseas Communication of Chinese Traditional Festivals from the Perspective of Theory of Mirror Phase

受到文化背景、成长经历以及信息传播途径等因素的影响,外国民众关于中国传统节日的认知呈现出较大的差异性。新媒体成为其重要传播途径,而海外华人群体则仍是中国传统节日海外传播的重要依托。本文结合相关调研,在镜像理论的研究视阈下探讨中国传统节日海外传播过程中出现的误读和偏差,主张文化背景决定了他者镜像生成的“欲望”,宣传形式和内容将极大地影响镜像形成的结果。因此,传统节日的海外传播应注重宣传节日文化中的普世价值观,重视传播途径和活动设计上的创新,尽量满足接受者在形成镜像过程中的“需要”和“要求”。

Under the influence of cultural background,personal growing experience and information dissemination ways,foreign people’s cognition of Chinese traditional festivals shows great differences.New media has become an important way of communication,while overseas Chinese groups are still the important support of overseas communication of Chinese traditional festivals.Based on the relevant investigate and survey,this paper discusses the misreading and deviation in the process of overseas communication of Chinese traditional festivals from the perspective of the mirror Phase,arguing that the cultural background determines the“desire”of the other’s mirror image generation,while the form and content of publicity will greatly affect the result of the mirror image formation.Therefore,the overseas communication of traditional festivals should focus on highlighting universal values,pay attention to innovation in communication ways and activity design,and try to meet the“need”and“demand”of recipients in the process of forming a mirror image.