Study On Differentiation Of Cultural Cognition Between China And America From The Perspective Of Cross-culture

Under the background of globalization and the frequent exchanges between cultures, the intercultural communication becomes more and more important.However, there are huge differences between different cultures, which are the main obstacles to influence the intercultural communication, so that it is inevitable to cause the cultural conflicts and misunderstanding. Therefore, it becomes significant to have a better understanding on a country’s cultural cognition. China and the United States as the typical representatives of Eastern and Western cultures, it is meaningful for the cultural exchanges to study the differentiation of cultural cognition between China and America.With regard to this background, the present study is carried out within the theoretical framework of cross-culture and Hofstede’s model of cultural dimensions by taking Sino-US clothing brands as examples. By combining quantitative and qualitative study as well as induction and comparative analysis, the author attempts to explore the general situation of cultural cognition in Sino-US and its differentiation from the perspective of cross-culture; the differentiation reflected in clothing brand cognition; the significance of cultural cognition in the intercultural communication; finally, some corresponding methods are proposed to improve the level of cultural cognition and the competence of intercultural communication. In the study, 150 subjects are chosen to participate in the questionnaire; following the Statistical Package for Social Science(SPSS) is employed to help make a descriptive analysis in the questionnaire investigation. Simultaneously, some of the subjects are interviewed to further analyze the situation of the Sino-US cultural cognition.The research findings can be summarized as follows: the degree of the Sino-US cultural cognition stays at a medium level. Hofstede’s model of cultural dimensions can be reflected in the Sino-US clothing brand cognition; the embodiment of the differentiation in the choice of clothing brand are clarified in collectivism-individualism,power distance, uncertainty avoidance and long term-short term. Base on the oneness of the methods of the understanding on cultural cognition, some corresponding strategiesare put forward, which includes culture teaching, culture understanding, analog communication and true interaction so as to improve the level of cultural cognition and the competence of intercultural communication.The successful intercultural communication requires people have comprehensive understanding on the cultural differences and cognition between the two countries.People should treat the differentiation of cultural cognition in Sino-US with the correct and positive attitudes in order to deal with the conflicts in the communication. Thus,people can conduct the intercultural communication in the effective and successful way.