文明的语言:Z世代国际传播的符号之旅——以三星堆国际传播平台为例

Language of Civilization:A Semiological Study on International Communication Targeting at The Gen-Z——with The International Communication of Sanxingdui Culture as An Example

Z世代群体随着年龄的增长,逐渐成为传播对象主体。他们在行为特点、价值取向、政治观点等方面均有独特之处,不同国家、地区的Z世代群体特征也有明显分化。三星堆作为一种具有强烈符号学特征的人类文化,在其国际传播的过程中,符号学的一些原理、推演、工具的运用,为提升传播效能提供了一种新的解决思路。本文从符号学隐喻、空框结构、社群行为等角度,研究以Z世代为主要对象的三星堆国际传播的底层逻辑、角色转换、可持续路径。

The Gen-Z has become the major communication object. They are unique in behavioral charactristics, sense of value, political ideas and other aspects, and the characteristics of different countries and regions of Gen-Z also have obvious differentiation. The international communication of Sanxingdui culture, a human civilization with semiological features, can be analyzed through the principles and deductions of semiology. This paper attempts to study the underlying logic, role transition, sustainable path of the international communication of Sanxingdui culture targeting at the Gen-Z from the perspective of the metaphor of semiotics, open texture, social behavior.