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id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/biyelunwen/fanwen/" title="論文范文">論文范文</a></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/usr/login.html" title="我要投稿">我要投稿</a></span> </div> <script type="text/javascript">s("content_top");</script> <div id="5vajrimf" class="content"> <div id="5vajrimf" class="excellent_articles_box"> <ul> <li id="5vajrimf" class="excellent_articles_title">相關(guān)推薦</li> </ul> </div> <p>論析文化勢能與跨文化廣告?zhèn)鞑?/p> <P>　　論文關(guān)鍵詞：文化勢能；背景文化(體)；對象文化(體)</P><P>　　論文摘要：文化勢能是跨文化傳播的動力來源，跨文化廣告?zhèn)鞑サ挠行哉侨Q于背景文化(體)對對象文化(體)積累的文化勢能的大小。提升跨文化廣告?zhèn)鞑サ男Ч仨毰U大和積累背景文化(體)的文化勢能。</P><P></P><P></P><P> 我們考察整個人類不同文化(體)之間的信息傳播史會發(fā)現(xiàn)這樣一個基本現(xiàn)象:在某一特定時期內(nèi)，不同文化(體)之間的信息傳播往往不是雙向的對稱性交換，通常情況下是以基于政治、經(jīng)濟、軍事等綜合實力上相對強勢的文化(體)向相對弱勢的另一文化(體)的信息輸出為主。而且，一般情況下，相對強勢文化(體)的信息輸出總量和信息輸出的有效性會隨著這兩種文化(體)之間綜合實力差距的擴大而擴大和提高。這就為我們提出了這樣的課題:到底是什么在影響不同文化(體)之間信息傳播的有效性?為什么相對強勢文化(體)的對外信息傳播會更有效?這對提高我們跨文化廣告?zhèn)鞑サ男Ч惺裁磶椭?</P><P> 俗話說，人往高處走，水往低處流。實際上不同文化(體)之間的泛信息傳播同樣也是這個道理。通常的信息傳播理論認(rèn)為，通信(信息傳播)就是信源與信宿之間的一種特定的關(guān)聯(lián)方式、一種系統(tǒng)現(xiàn)象或行為。其基本構(gòu)成要素有三:信源、信道和信宿。但關(guān)鍵在于，信息為什么能夠從信源傳到信宿，也就是它能夠在完全不需要任何動力(或能量)的情況下完成傳遞過程并被信宿順利接受嗎?尤其是作為具備強烈能動性的人和龐大的文化體系，他們之間的信息傳播如果沒有一種驅(qū)動力，信息憑什么能夠被傳播并順利為對象所接受或認(rèn)可的?筆者認(rèn)為，信息傳播也是一種特殊的物質(zhì)運動形式，而任何物質(zhì)運動都是需要能量的(我們姑且將這種信息傳遞的能量稱之為信能)。不論是拉斯韋爾的5W模式，還是香農(nóng)—韋弗模式，或者其它如環(huán)式模式、雙循環(huán)模式、韋斯特利—麥克菜恩模式等，Cycrss-sn無一例外地，傳統(tǒng)信息傳播理論都只看到了傳播過程及其主客體，而忽略了這樣一個重要因素—信能，即信息傳播的動力要素。信能正是來源于因不同文化間綜合發(fā)展實力的差距帶來的雙方相互吸引程度上的落差所形成的心理勢能—我們稱之為文化勢能。</P><P> 那么文化勢能到底是什么東西呢?筆者認(rèn)為，從本質(zhì)上講，文化勢能就是在特定時期內(nèi)，一個基于更強綜合實力或獨特文化異質(zhì)性而獲得相對強勢地位的文化(體)對其他相對弱勢的文化(體)在心理上產(chǎn)生的吸引、可信任和可接受程度的總和。它反映的是一個文化(體)對另一個文化(體)的一種模糊而綜合的心理認(rèn)可，是兩個文化(體)之間客觀存在的因綜合實力或文化異質(zhì)性而產(chǎn)生的相互認(rèn)可和接受程度的心理勢差。一個文化(體)對另一個文化(體)認(rèn)可程度越高，另一個文化獲得的文化勢能就越大，就越容易接受來自另一個文化(體)的相關(guān)信息。文化勢能的產(chǎn)生有其客觀的現(xiàn)實社會經(jīng)濟基礎(chǔ)，首先是世界經(jīng)濟社會發(fā)展的不平衡性提供了產(chǎn)生文化勢能的現(xiàn)實基礎(chǔ)。由于世界經(jīng)濟社會發(fā)展的不平衡，必然會導(dǎo)致不同國家或地區(qū)在同一時期形成不同文明程度和文明形態(tài)的文化，從而不可避免地會導(dǎo)致相對強勢文化(體)和相對弱勢文化(體)出現(xiàn)。這種文化上形成的相對強勢和相對弱勢必然導(dǎo)致兩個文化(體)之間出現(xiàn)文化勢差，從而形成文化勢能。同時，經(jīng)濟社會發(fā)展的不平衡造就了世界文化的豐富性和多樣性，使不同文化之間的異質(zhì)特征也會對對方產(chǎn)生一定程度的吸引力，從而形成各自文化的相對優(yōu)勢或相對優(yōu)勢的文化，使自己能夠獲得對方一定程度的認(rèn)可，奠定自己信息輸出所必需的信能—文化勢能。通常地，整體強勢的文化(體)其信息輸出無疑會獲得強有力的心理優(yōu)勢，體現(xiàn)出信息輸出的自覺和自信，而對來自相對弱勢文化(體)的信息往往伴有較強的懷疑和抵制J清緒。與此對應(yīng)，相對弱勢文化(體)的信息輸出無疑會處于心理劣勢，對信息輸出也通常表現(xiàn)出缺乏自信和消極，對來自相對強勢文化(體)的信息往往表現(xiàn)出較高程度的認(rèn)可、欣賞和向往。我們將因被認(rèn)可而獲得文化勢能的一方稱為背景文化(體)，對因認(rèn)可別人而失去文化勢能的一方稱為對象文化(體)。當(dāng)然，背景文化(體)與對象文化(體)只是相對的，因為一方面文化之間的認(rèn)可往往是相互的，只不過雙方相互認(rèn)可的程度和領(lǐng)域可能會不一致，雙方存在可能互為背景文化(體)和對象文化(體)的情況;另一方面，由于不同文化(體)之間的綜合實力消長和文化發(fā)展形態(tài)和速度是不斷變化的，文化的相對強勢或弱勢地位也會隨時間變化而發(fā)生轉(zhuǎn)化。中國這個文化體及其燦爛的文化曾領(lǐng)先整個世界上千年，對外一直是獲得文化勢能的一方，信息向外傳播和輸出長期占據(jù)主導(dǎo)地位，但現(xiàn)在相對于美國文化整體上是處于相對弱勢的。然而中國部分特有的文化異質(zhì)性對美國文化來說是有吸引力的，在一定范圍內(nèi)也能獲得相應(yīng)的文化勢能而取得信息輸出的局部優(yōu)勢，而且從長遠(yuǎn)和發(fā)展的觀點看，現(xiàn)在的整體文化弱勢并不等于中國文化弱勢就一直會長期存在下去。近年來世界各地興起的漢語熱就說明了這一點。<p 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