Research On Cultural Communication Strategy Under The Perspective Of Globalization

The current age of globalization offer reachers a context to go into cultureal communication.Under the age of globalization,Some issues need to be solved urgently,such as the interpritation,the nationality and cosmopolitanism of the cultural communication.The practice of cultural communication which characterized the way of existance and development of human beings set up a new platform under the rapid evelopment of science&eechnology and global exansion of capital.There are lots of questions need to be studied.Such as,what is the nature of cultural communication from the perspective of globalization,what is the western cultural communication strategy,what kind of cultural consciousness and cultural awaken should Chinese have,what is the fuction of the cultural communication strategy for the cultural renaissance of china,what attitude shoud chinese keep and what shoud chinese do when we face the global cultural communication.Systematically,this paper study on the strategy of cultural communication under the contrasting of history and reality,international and interal situation,theory and practice under the perspective of Marx’s "World History" theory.This paper consists of five chapters:The first chapter mainly discusses the essential conception about cultural communication strategy.It focus on the basic conception of culture,culture communication,and the elements of the cultural communication strategy,which is the ground work to future studing.This chapter reveals that culture is the product of human practice,which is created and accumulated by all nations in the practice of transforming the target world.It indicate the practical nature of communication,the subjectivity of people and the propeling of productivit through the analysis of the concept of communication in the category of historical materialism.It is pointed out that cultural communication strategy refers to a nation making an overall strategy which point is to developing its domestic culture through the way of facilitating culture interchange among different nations,based on the analyzing of the international and interal situations in a certain period of time.From the construction of the cultural communication strategy,the core of the strategy is the starting point and destination of making this nation’s cultural communication strategy,the principle of the strategy is the embodiment of destination of making this nation’s cultural communication strategy,the measures of cultural communication is the approach and insurance of cultural communication strategy.The second chapter is mainly about the interpretaion of globalization and history of cultural communication.These questions are focused on.Such as,what is the ideas of Marx and Engels’ globalization,what is the development trend of globalization,what is the history of cultural communication,what is the internal mechanism of cultural exchange under Marx and Engels’ globalization,etc.These study is about the exploration of understanding the globalization,but also a study about the cultural communication practice.This chapter points out the development of productivity,the social division of labor and communication provides the necessary material basis for globalization.The promotion of capital and capitalism makes globalization a reality,and communism is the ultimate destination of globalization.Now,the development of globalization has experienced three stages which is formation,expansion and contemporary development.Correspondingly,world cultural communication have experienced cultural communication and industrial capitalism under the leadership of “mercantilism”in the era of commercial capitalism.cultural communication under the leadership of "free trade" in the era and cultural communication under the leadership of "neoliberalism" in the era of financial capitalism.The value-added and expansion of capital on a global scale laid the foundation for the formation of cultural communication;the historical generation of human world has accelerated the process of cultural communication;the use of advanced means of transportation and communication technology has provided conditions for the realization of cultural communication;The need for political communication constitutes the driving force for the development of cultural communication.The third chapter is mainly about the theoretical interpretation of the cultural communication strategy under the perspective of globalization.It tries to explain and analyze the strategic theory of cultural communication among different nations,which is taken as the core issue of theoretical basis related to the whole research from the academic level.This chapter reveals that Western developed countries use their dominant position in globalization,seek universalization of Western culture with cultural universalism as the guiding principle,advocate Western cultural superiority theory by taking cultural centralism as value orientation,aim at cultural homogenization,and finally realize strategic ideas that aim to achieve cultural expansion.Due to the passive position in globalization,adhere to the uniqueness of national culture with the principle of cultural relativism,advocate the locality of national culture by valuing cultural conservatism,and aim to realize culture with the goal of cultural heterogeneity.The strategic theory of self-protection is adopted.No matter the strategy of cultural exchange expansion in western developed countries or the self-protection strategy of cultural communication adopted by developing countries,both of them are bipolar ways to deal with the issue of cultural communication,which not only do they go against the original meaning of cultural communication,but also hinder and destroy the normal development of world cultural communication.With the features of peace,development,cooperation,and win-win as the trend of the times,the cultural communication among nations should be our theoretical consciousness,which make it necessary to pursue the harmony of culture with the principle of "harmony and difference";to get the symbiosis of culture guided by cultural progressiveism;and to achieve the goal of cultural win-win by cultural integration.The fourth chapter is mainly a realistic examination of the cultural exchange strategies of western developed countries under the perspective of globalization.This chapter is based on the era of globalization entering the development stage dominated by neo-liberalism.It focuses on the cultural exchange strategies and implementation strategies among western developed countries,revealing the purpose s of their main cultural communications and the impact on the development of Chinese culture.The research and analysis on these issues are not only directed by the need to recognize the strategic nature of cultural communication in western developed countries,but also provide useful experiences and enlightenment for exploring the strategy of contemporary Chinese cultural communication.The strategy ofcultural communication in western developed countries serves as a strategy to maintain international monopoly capital and to expand hegemonic rights.Its strategic strategy is based on "universal values",the ultimate goal of conquering the world,and cultural output as an important means.With their dominant position in world cultural communication,western developed countries pursue Cold War mentality in cultural communication,follow the rules of the jungle,and advocate zero-sum game,which leads to the prevalence of cultural hegemonism,the loss of cultural nationalism,the destruction of cultural diversity and the crashing impacts on cultural security of the weak nation countries.While promoting the development of human society,globalization has also triggered a series of problems that have brought great challenges it,including the challenge of “reverse globalization”,the challenge of global issues,and the challenge of the big deficit,these challenges have also made the cultural exchange strategies in the western developed countries in trouble.The fifth chapter is about the study on strategic choosing in contemporary Chinese cultural communication.Mainly focus on the long-term goals,basic principles and promotion measures of contemporary Chinese cultural exchange strategy.The exploration of these issues is not only an active sublation of the cultural exchange expansion strategy of western developed countries,and the self-protection strategy of cultural communication in developing countries,but also a theoretical reflection and practical construction of the new global cultural exchange strategy.The strategy of contemporary Chinese cultural communication will serve as a long-term goal for laying the spiritual foundation for the great rejuvenation of the Chinese nation,providing support for the improvement of the country’s cultural soft power,and contributing to the progress of human civilization.The contemporary Chinese cultural exchange strategy should follow the principle of adhering to the Chinese cultural standpoint,highlight the nationality and subjectivity of the cultural exchange strategy;firmly believe in the Marxist cultural concept,ensure the scientificity of the cultural exchange strategy;firmly grasp the ideological work leadership principle,master the dominance and discourse power of cultural communication;adhere to the principle of “harmony and difference”and actively build a new ecological culture of global culture.The contemporary Chinese cultural exchange strategy should reflect the times and conform to the demands of the development of the times;it must contain the world and conform to the trend of world development;it should be guided by Xi Jinping’s new era of socialism with Chinese characteristics,to ensure the nature and direction of socialist culture in cultural communication and To rely on the concept of “community of human destiny”,to ensure that cultural communication not only conform to the general trend of globalization,but also to meet the fundamental interests of the all people of different nations in China.It is necessary to take "One Belt,One Road" strategy as a carrier,ensure that cultural communication truly make a difference,make more contributions to the realize the Chinese dream,the great rejuvenation of the Chinese nation,and the prosperity and development of world culture.