多模态认知话语分析视角下中国茶文化的跨文化传播--以李子柒茶文化视频为例

Cross Cultural Communication of Chinese Tea Culture from the Perspective of Multimodal Cognitive Discourse Analysis--Take Li Ziqi Tea Culture Video as an Example

随着新时期中华文化不断走向海外,如何更好地传播中国茶文化成为文化学者关注的话题。本文使用多模态认知话语分析对在海外文化传播中受到高度关注的李子柒的茶文化视频进行解读,发现其利用图像、符号、声音及颜色等多种模态手段映射中国茶文化的物质、行为及精神等三个层面,制造出包含丰富隐转喻的中国茶文化影像景观。在此基础上,笔者对中国茶文化的跨文化传播提出三方面建议:在传播内容上,积极挖掘中国茶文化的文化因素,吸引不同文化背景的受众;在传播手段上,根据海外受众情况使用更多的非语言模态,消除跨文化传播障碍;在传播角度上,从传播视角上建立多元的跨文化传播关系,借助情感机制激发对茶文化的认同。

As Chinese culture continues to move overseas in the new era,how to better spread Chinese tea culture has become a topic of concern for cultural scholars.Using the multimodal cognitive discourse analysis,this paper interprets Li Ziqi tea culture video which has attracted much attention in overseas cultural communication,and finds that it uses a variety of modal means such as image,symbol,sound and color to reflect the material,behavior and spirit of Chinese tea culture,creating an image landscape of Chinese tea culture with rich metaphor and metonymy.Based on the analysis,the author puts forward three suggestions for the cross-cultural communication of Chinese tea culture:in the communication content,actively tap the cultural factors of Chinese tea culture to attract audiences with different cultural backgrounds;In terms of communication means,more nonverbal modes are used according to the situation of overseas audiences to eliminate the obstacles of cross-cultural communication;From the perspective of communication,establish a diversified cross-cultural communication relationship,and stimulate the recognition of tea culture with the help of emotional mechanism.