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世界正进入移动互联网时代,催生了大量新兴传播媒体,为人际传播、组织传播和大众传播实现无缝对接提供了一个前所未有的平台。用好这个平台,把中华文化、核心价值理念进行包装并提升到营销高度,与海外大众进行互动、沟通与传播,是当前中华文化走出去一次难得的机遇和重大的战略选择。为此,需要构制多层次的话语圈子,并主动处理好三个关系,即文化海外营销与文化安全的关系、文化海外营销与文化霸权的关系、文化海外营销与心理认同的关系。
The world is entering the era of mobile Internet, has spawned a large number of emerging media and has provided an unprecedented platform for interpersonal communication, organization communication and mass communication. Making good use of this platform to package and upgrade the Chinese culture and core values to the marketing level and interact, communicate and disseminate with the overseas public are a rare opportunity and a major strategic choice for the current Chinese culture to go global. Therefore, it is necessary to construct a multi-level discourse circle and take the initiative to handle the three relations: the relationship between cultural overseas marketing and cultural security, the relationship between cultural overseas marketing and cultural hegemony, and the relationship between cultural overseas marketing and psychological identity.