(上海体育学院 体育科学研究院,上海 200438) 摘 要:从中华武术跨文化传播视角出发,采用文献研究、逻辑分析法对中华武术跨文化传 播过程中“文化折扣”现象进行梳理、分析,归纳其原因并提出解决理路,以期为优化中华武术 跨文化传播实践提供新思维与新方法,为当下中华武术跨文化传播的话语体系建构开拓新的向度。 研究认为:(1)中华武术文化传播“文化折扣”现象产生的原因有 3 方面:一是武术文化信息触达 呈现“碎片化”特征,传统媒体的“渠道霸权”被“万物皆媒”解构;二是中西方语言障碍,导 致武术文化“信息解码”出现偏差;三是武术文化话语权缺失,导致武术文化信息无法实现认同。 (2)中华武术跨文化传播过程中“文化折扣”现象的治理方略具体表现为:坚持理论创新,建构系 统完整的中华武术文化外译话语体系是叙事之要;创新传播策略,建构独具中国特色的中华武术 文化传播矩阵是发展之基;坚持守住武术文化之“魂”,尽快完成中华武术现代化转型为创新之核; 坚持深耕用户,满足用户需求,讲好中华武术故事为行动之标。 关 键 词:体育文化;中华武术;跨文化传播;文化折扣 中图分类号:G852 文献标志码:A 文章编号:1006-7116(2022)02-0026-06 |
LI Xinhou
(Institute of Sports Science,Shanghai University of Sport,Shanghai 200438,China) Abstract: From the perspective of cross-cultural communication of Chinese Wushu, this paper systematically analyzes and interprets the phenomenon of “cultural discount” in the process of cross-cultural communication of Wushu by using the methods of literature research and logical analysis, analyzing the reasons and putting forward addressing solutions, in order to provide new ideas and new methods for optimizing the practice of cross-cultural communication of Chinese Wushu, which exploits a new dimension for the construction of the discourse system of cross-cultural communication of Chinese Wushu. The conclusions are as follows:(1) There are three reasons for the phenomenon of “cultural discount” in the dissemination of Chinese Wushu culture:at first, the touch of Wushu cultural information presents the characteristics of “fragmentation”, and the “channel hegemony” of traditional media is deconstructed by “everything is media”; secondly, the language barriers and cultural differences between China and the West leads to the deviation of “information decoding” of Wushu culture;thirdly, the lack of discourse power and communication power of Wushu culture leads to the lack of recognition of Wushu cultural information. (2) The governance strategy of “cultural discount” in the process of cross-cultural communication of Chinese Wushu is as follows: Adhering to theoretical innovation and constructing a systematic and complete discourse system for the translation of Chinese Wushu culture is the key of narration; Innovating communication strategies and constructing the communication matrix of Chinese Wushu culture with unique Chinese characteristics is the basis of development; sticking with the “soul” of Wushu culture and complete the transformation of Wushu modernization into the core of innovation as soon as possible; adhering to deeply cultivate users, resonate, tell the story of Chinese Wushu as the target of action. Keywords: sport culture;Chinese Wushu;cross-cultural communication;cultural discount |
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