品牌跨文化传播理论的演进:基于文化心理距离的视角

发布时间：2018-03-06 23:26

本文选题：品牌跨文化传播　切入点：社会文化　出处：《当代传播》2017年05期 　论文类型：期刊论文

【摘要】：当今世界是一个多元文化并存的世界,这种多元并存的文化空间使跨文化冲突和交融暴露出的传播问题日益突出,跨文化的沟通与协调程度直接影响着品牌传播活动的效果。本文从文化心理距离理论的角度出发,梳理了品牌跨文化传播的理论渊源、框架模式、演进发展历史与现状,并结合国内外研究成果,通过阐述文化、文化差异、跨文化传播等相关概念,重点通过对文化差异的剖析,深入探究跨文化传播的深层意义,面对多重文化的挑战,笔者认为,应努力克服文化心理距离,调整传播模式;加强双向沟通,把品牌传播活动放置在全球的视野与语境中,从而达到实现有效开展跨文化传播活动的目的。
[Abstract]:Today's world is a world in which multiculturalism coexists. This kind of multi-cultural space makes the communication problems exposed by cross-cultural conflicts and blending increasingly prominent. The degree of cross-cultural communication and coordination directly affects the effect of brand communication. From the perspective of cultural psychological distance theory, this paper combs the theoretical origin, frame model, evolution history and present situation of brand cross-cultural communication. Combined with the domestic and foreign research results, through the elaboration of culture, cultural differences, cross-cultural communication and other related concepts, through the analysis of cultural differences, in-depth exploration of the deep significance of cross-cultural communication, facing the challenges of multi-cultural, the author believes that, We should try our best to overcome the cultural psychological distance, adjust the communication mode, strengthen the two-way communication, put brand communication activities in the global vision and context, so as to achieve the goal of effectively carrying out cross-cultural communication activities.
【作者单位】：北京工商大学艺术与传媒学院;中国人民大学新闻学院;
【基金】：2012年度国家社科基金项目“中国品牌跨文化传播战略研究”阶段性成果,编号:12BXW038 2017年度北京市教委社科一般项目“‘互联网+’视阈下的北京老字号品牌海外传播策略研究”阶段性成果,编号:19005757056
【分类号】：G206

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