中国文化符号在跨文化传播中的意义建构、传递与再塑——以冰墩墩为例

2022年北京冬奥会吉祥物冰墩墩在海内外社交媒体上走红,成为中国文化对外传播的符号载体。符号的意义寓于符号的使用中。符号与符号接受者产生的联系也成为符号在跨文化传播中不可忽视的重点。基于此,本文以符用学视角对涉及冰墩墩典型事件的相关报道与评论进行分析,对冰墩墩符号意义的建构、传递与再塑进行探究。研究发现,冰墩墩被塑造时充分考虑了萌文化、和平理念、公共价值观等全球共通框架,进而实现不同文化间意义的共通。冰墩墩在传播与互动中,在不同的语境下被赋予亲情、友情等新情感,进行文化再生产。通过对意义进行再建构与整合,进而实现互惠性理解,冰墩墩这一传播符号有效对外传递了可爱、可亲、可敬的中国形象,为其他中国文化符号跨文化传播提供了经验。

Bing Dwen Dwen,the mascot of the 2022 Beijing Winter Olympics,has gone viral on social media at home and abroad,becoming a symbolic carrier of Chinese culture to the outside world.The meaning of a symbol lies in its use.The connection between the symbol and the receiver of the symbol has also become the key point that cannot be ignored in the cross-cultural communication of the symbol.Based on this,this paper analyzes relevant reports and comments on typical events involving Bing Dwen Dwen from the perspective of pragmatic studies,and explores the construction,dissemination and re-shaping of the meaning of Bing Dwen Dwen symbols.The research finds that Bing Dwen Dwen fully considers the universal framework of cute culture,peace concept,public values and so on in the shaping,so as to realize the common meaning of different cultures.In the communication and interaction of Bing Dwen,Dwen is endowed with new emotions such as family affection and friendship in different contexts,and even evokes emotions to carry out cultural reproduction.By reconstructing and integrating the meaning to achieve reciprocal understanding,the communication symbol Bing Dwen Dwen effectively conveys the cute,amiable and respectable image of China to the outside world,and provides experience for the cross-cultural communication of other Chinese cultural symbols.