新媒介环境下的跨文化传播——以讲述“美丽江苏”故事为例

Cross-cultural Communication in the Context of New media

在全球化时代,跨文化传播对于塑造自身形象、增进理解意义重大。新的国际格局和传播环境要求跨文化传播在传播主体、渠道、内容、受众意识等方面进行变革。本文以"美丽江苏"的跨文化传播为例,分析了这一品牌形象传播的现状和问题,提出"六结合"的理念和具体的传播策略。它们指向了这样一种对跨文化传播的理解:跨文化传播是一座"桥",连接了不同的群体,其价值不是为了传播自己,而是依靠对"自己"的传播,争取相互之间的理解。

In the era of globalization,cross-cultural communication is of great significance in shaping one’s own image and enhancing understanding.The new international situation and communication environment require that cross-cultural communication should be reformed in terms of communication subject,channel,content and audience awareness.This article takes the cross-cultural communication of "Beautiful Jiangsu" as an example and puts forward the idea of "six combinations" and specific communication strategies.All of them embody the understanding that cross-cultural communication is a "bridge" that connects different groups,and its value is not to spread themselves,but to strive for mutual understanding by relying on the spread of "themselves".