南路边茶制作技艺“非遗”文化的国际传播现状与对策

Status and Countermeasures of International Communication of Intangible Cultural Heritage:Southern Route Dark Tea Processing Technique

南路边茶制作技艺是世界茶文化发源地四川省雅安市特有的传统制茶技艺,是人类非物质文化遗产。文章基于社会传播理论,对南路边茶制作技艺当前的国际传播进行了系统分析,认为其存在主体缺位、渠道有限、内容不足、对象不明,以及语言和文化障碍等问题。针对上述问题,提出了明确传播主体、统筹传播事务,制定传播策略、构建传播体系,拓展传播渠道、更新表达方式,突出语言差异、扩大传播范围,培养传播人才、破除传播障碍,精选传播内容、避免文化误解等一系列措施,以求进一步推动南路边茶制作技艺的国际传播,为深化中外文明交流互鉴,提高其国际知名度,进而提高相关产品的国际认可度和销售量提供理论依据。

The Southern Route Dark Tea Processing Technique is a traditional tea making technique in Ya'an,Sichuan Province,the birthplace of tea culture in the world.It is an intangible cultural heritage of mankind.Based on the theory of social communication,this paper made a systematic analysis of the current international communication of Southern Route Dark Tea Processing Technique,and believed that there were problems such as the absence of organizers,limited channel,insufficient content,unclear object and language and cultural barriers.In view of the above problems,a series of measures were put forward to improve the international communication of Southern Route Dark Tea Processing Technique.It provided a theoretical basis for deepening the exchange and mutual learning between Chinese and other civilizations,improving their international visibility,and then the international recognition and sales of related products.