传播学视角下林语堂跨文化传播策略与途径

An Analysis of Lin Yutang’s Cross-cultural Communication Approaches from the Perspective of Communication

林语堂是中国文化传播先驱,他在跨文化传播领域取得的成功,与其正确的传播策略和顺畅的传播渠道密切相关。林语堂在充分考虑西方受众文化需求的基础上,采取贴近受众的选题策略,为作品在美国的畅销奠定了坚实的基础。与赛珍珠夫妇合作建立新型出版模式,解决了海外出版难题。同时,积极利用现代传播媒介进行营销宣传,为打开美国文化市场起到了推波助澜的作用。林语堂跨文化传播的成功案例,对于当前中国文化对外传播及构建中国软实力具有一定的借鉴意义。

Lin Yutang is a pioneer of Chinese cultural communication.His success in cross-cultural communication is closely related to his correct communication strategy and smooth communication channels.On the basis of fully considering the cultural needs of Western audiences,Lin Yutang adopted a topic selection strategy close to the audience,laying a solid foundation for the best-selling works in the United States.Cooperated with Pearl Bucks to establish a new publishing model and solved the problem of overseas publishing.At the same time,the active use of modern media for marketing and promotion has played a role in opening up the American cultural market.The successful case of Lin Yutang’s cross-cultural communication has certain reference significance for the current Chinese culture to the outside world and the construction of China’s soft power.