中国文化产品的国际传播路径创新研究——以柳州螺蛳粉跨境电商直播为例

Research on the Promotion of International Communication Path of Chinese Cultural Products——Taking Liuzhou River Snails Rice Noodle Cross-Border E-Commerce Live Broadcast as an Example

随着融媒体的急速发展,柳州螺蛳粉等各类美食文化产品火爆网络,不仅在国内拥有大批美食爱好者,且风靡全球。取得这样瞩目的成绩直播社交媒体的传播效应功不可没。该文以中国文化产品的典型代表——柳州螺蛳粉为例,通过分析电商直播中场景布置、服装造型、接受心理等方面的典型案例,提出了行之有效的对策,指出强化语言符号和非语言符号策略对提升中国文化产品在跨境电商应用中的表现力,实现国际传播效应最大化,丰富了当前我国的整体国际传播战略。

With the rapid development of convergence media, Liuzhou River snails rice noodle and other kinds of Chinese cultural products are popular on the Internet, which not only has a large number of food lovers in China, but also is popular all over the world. The communication effect of live social media has made such remarkable achievements. Taking Liuzhou River snails rice noodle, a typical representative of Chinese cultural products, as an example, by analyzing the typical cases of scene layout, clothing modeling and acceptance psychology in e-commerce live broadcasting, this paper puts forward some effective countermeasures. It is pointed out that strengthening verbal and non-verbal symbol strategies can enhance the expressiveness of Chinese cultural products in cross-border e-commerce applications, maximize the effect of international communication, and enriches China’s international communication strategy.