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文明传播是最高层级人类社会之间的传播活动。借用现有的传播理论来考察文明传播,不仅有益于我们对文明传播活动的理解,而且有益于传播理论的发展和完善。西方文明在近代中国传播的“西学东渐”运动,是典型的文明传播案例。从传播的视野来看,是西方文明的传播方式激发了近代中国的富强中心观,而在寻求富强的动机主导下,处于受众身份的中国文明通过选择性认同与特色式解码的方式,深刻影响了西方文明在近代中国的传播效果,充分体现了受众的主动性,但也不可避免地对西方文明产生了某种程度的误读。今天的中国,需要适时调整动机,才能更理想地实现中西文明传播的真正价值。这一案例也启示我们,传播效果优劣的标准要远比现有理论设想得复杂,传播理论的推进有赖于传播研究打破建立在大众传播研究基础上的学科藩篱。
Civilized communication is the highest level of communication between human beings. To use the existing theory of communication to examine the spread of civilization is not only beneficial to our understanding of the activities of civilization but also beneficial to the development and improvement of the theory of communication. The “Westward Learning” movement of Western civilization spread in modern China is a typical case of civilized dissemination. From the perspective of communication, it is the mode of communication of Western civilization that has stimulated the concept of wealthy and powerful in modern China. Under the motive of seeking prosperousness and strongness, the Chinese civilization in audience status has a profound influence through the way of selective identity and characteristic decoding The dissemination of Western civilization in modern China, the full effect of the audience reflects the initiative, but also inevitably have a certain degree of Western civilization misunderstanding. In today’s China, it is necessary to adjust its motivation in a timely manner so that the true value of the spread of Chinese and Western civilizations can be more satisfactorily realized. This case also shows us that the criterion of the effect of communication is far more complicated than the existing theory. The promotion of communication theory depends on the dissemination of research to break the disciplinary barrier based on mass communication research.