Subjective Image Vs Objective Embodiment: Comparison Of Cultural Contexts Between Sino-US Television Products

With the development of science and technology, Trans-Culture communication of television products is not only conjunct with objective tendency in our society, but also reflects its historic course. This paper focuses on the Trans-Culture exchange and communication of audiences who live in different countries.First, this study makes a comparison of Sino-US television cultural products: American people belong to low-context—the background information tends to be explicit, so much of the background information needs to be made implicit in the trans-culture communication. Chinese people belong to high-context, implicit of the background information, much of the background information needs to be made explicit in the communication. Then, the paper makes analysis of the culture, structure and the way of expression between Sino-US television cultural products caused by different cultural contexts. This article used qualitative analysis and quantitative analysis to study the different ways of communication between these two countries.The classification of cultural context of television cultural products is the basis of Trans-Culture communication. From the angle of culture, categorized as being either of high-context or low-context, Chinese audiences belong to high-context and audiences of America obtained by low-context. However, with the development of our society, people can watch television products from other countries, which make a certain influence and exchange of both high-context culture and low-context culture.Different cultures of Sino-US television products mainly include three aspects. First, it includes philosophy aspect, namely belief and morals. Secondly, it also covers spirit aspect, called independence and innovation. Finally, it contains esthetic aspect, namely emotion and boundary.Moreover the differences of category of Sino-US television products have been researched by the author mainly from its nature, function and structure. The style of television products contains public and business. Its function is comprised of propaganda and entertainment. And its structure includes sole and multi-dimensional ones.In addition, the differences of indication of Sino-US television products mainly manifest two forms, the image indication and the embodiment indication. The characters of image indication are rationality and pure perception. The characters of embodiment indication are doctrine and plot.The communication of Sino-US television cultural products has undergone a process, which crosses misunderstanding to exchange and finally till acceptance. Because of the obvious differences between contexts of Sino-US television cultural products, the products from these two countries have shown their different nature, function and structure when making Trans-Culture communication. As a result, the television viewers of different contexts have shown their gradually acceptance to the exchange of contexts of television cultural products.