马来西亚华人文化价值观及其表达:以《星洲日报》华文广告为观察视角

Malaysian Chinese Cultural Values and Their Expression:A Look at the Chinese Language Advertisements in Sin Chew Daily

海外华侨华人是中华文明及其文化价值观在国际上存续和传播的重要载体,观察和研究华侨华人文化价值观的发展变化具有重要价值和意义。这种文化价值观的发展变化通过各种媒介得以表达和传播,华文报纸广告是其中一种重要媒介。本文通过分析马来西亚发行量最大的华文报纸《星洲日报》的广告形态和内容,发现马来西亚华文广告中最具主导性的5项价值观是经济(划算)、家庭、智慧、健康和集体主义,并据此讨论了马来西亚华人文化价值观的特殊性,提出需要进一步加强对华侨华人群体广告传播的针对性研究,找准“求同存异”的价值观平衡点,同时需要尊重传播对象的价值观与社会意识形态,稳健采用符合当地习惯的表达方式进行有效传播。

Overseas Chinese are an important group for the survival and dissemination of Chinese civilization and its cultural values in the wodd.It is of great value and significance to observe and study the development and changes of overseas Chinese cultural values.This development and change of cultural values can be conveyed and displayed through various media,including Chinese language newspaper advertisements.Therefore,this paper aims to study the development and changes of Malaysian Chinese cultural values from a specific perspective by analyzing the form and content of advertisements in Sin Chew Daily,a Chinese language newspaper with the latest circulation in Malaysia.The study found that the five most dominant values in Malaysian Chinese advertisements are economy(cost-effective),family,wisdom,health and collectivisni.Based on these five values,the authors discuss the specificity of Chinese cultural values in Malaysia,putting forward that there is a need to fir ther strengthen the research on the targeting of advertising communication among the Chinese diaspora,to find a balance of values of“seeking common ground while reserving differences”,and to respect the values and social ideology of the target audience,and steadily to adopt the local customary expression for elective communication.