The Strategy Research On Chinese Culture To The World Under The Perspective Of Cross-cultural Communication

The 18 th CPC National Congress report notes that the world today is undergoing major developments, changes and adjustments, and that multi-polarization, economic globalization and cultural diversity of the world have had in-depth development, resulting in more frequent exchanges of various ideas and cultures, more prominent position and role of culture in the competition of the comprehensive national strength, and more urgent demands to enhance the international influence of the Chinese culture. the Third Plenary Session of the 18 th CCCPC puts emphasis on expanding cultural exchanges, strengthening international communication capacities and discourse systems for foreign countries, and promoting Chinese culture to the world. Therefore, in this context, the strategy of Chinese culture going to the world has become one of the important foreign strategies.With the rapid increases in current China’s comprehensive national strength and the major transition of economic and social developments, it is practically significant to build a socialist cultural power and implement the strategy of Chinese culture going to the world. Firstly, with the trend of globalization, various worldwide ideas and cultures are exchanging in a more obvious way, and the culture security of our country is facing a grim situation. The strategy of Chinese culture going to the world has become China’s positive response to the protection of cultural security. Secondly, peace, development and cooperation have become the theme of the age today. Chinese culture going to the world can offset China Threat Theory by enhancing cultural soft power and the country’s image. Thirdly, in the international arena, backwardness in a country’s cultural influence means deficiency and insufficiency of the invisible spiritual elements in the comprehensive national strength. Chinese culture going to the world helps win international voice and improve China’s ability to participate in the international system. Fourth, the strategy of Chinese culture going to the world is a comprehensive national strategy based on the overall interests of national development, complying with the law of development of the global economy and culture and determining our country’s status and international influence in the world today. At the same time, Chinese culture going to the world aims at promoting human progress and civilization beyond the differences in social systems and ideologies, shaping a new image of Chinese modern civilization, and contributing the wisdom of Chinese culture to the world cultural prosperity and the progress of human civilization.Research in this dissertation adopts two paths: one is the theoretical support path, and the other is the practical research path. For the theoretical support path, the dissertation explores and sorts out Marxist theories of world cultures and world culture exchanges and CPC leaders’ ideas of cultural openness and dissemination, and analyzes the theories of cultural globalization and cross-cultural communication, to build a theoretical base for the strategy of Chinese culture going to the world. For the practical research path, the dissertation analyzes the overall implementation framework for Chinese culture going to the world. In a general sense, cross-cultural communications originates from communications, so the guideline of this part is from communication modes and functions to cross-cultural communication modes and functions—from the "5W" mode of Lass well’s communication process( that is, who, what to say, through what media channels, to whom and what effect) to Brad lock’s seven-element mode( "under what circumstances" and "for what purpose" are added to the 5W mode). As a cross-cultural form of communication, culture going to the world has its hybridity. Therefore, this dissertation adopts such a way of research: From the perspective of cross-cultural communication, the dissertation researches into the theoretical basis for Chinese culture going to the world, and analyzes strategic objectives, implementation subjects, communication carriers, communication objects and strategic meausures for promoting Chinese culture to the world. Based on the perspective of cross-cultural communication, the dissertation ponders how to promote Chinese culture to the world more effectively, face the challenges from cultural globalization and cultural hegemony, and use communication ways to improve the effects of culture to the world, forming the strategic guiding ideology—cultural self-confidence is the reliance, comprehensive national strength is the foundation, and government support is the guarantee. As a result, the strategic guiding ideas for communication subjects, methods, objects, contents and objectives are figured out.The sections and content arrangements of the dissertation are as follow:The introduction section and the first chapter is a theoretical analysis. The introduction section deals with the origin and significance of this research topic, along with a reseach review, research ideas, contents, methods, and academic innovations and shortcomings.The first chapter introduces the basic theory of Chinese culture going to the world under the perspective of cross-cultural communication. Marxist cultural theory is both the basic theory and principles for cultural development and the fundamental sources for international cultural communication and the implementation of outgoing cultural strategy. The theories of world culture and world communication in Marxism implies the ideology of cultural exchange and dissemination, and the Chinese Communist Party leaders also have a related discussion about cultural propaganda and cultural transmission. Cultural globalization has offered development opportunities for Chinese culture, and Chinese cultural development has met unprecedented new situations and new changes. Cross-cultural communication theory and the theory of cultural exchanges are the core theoretical basis for Chinese culture going to the world.The second chapter analyzes the strategic objectives of Chinese culture going to the world under the perspective of cross-cultural communication. Chinese culture going to the world focuses on the protection of traditional cultural heritage and modern transformation, and on the construction of modern core values and cultural spirits. It has the construction of cultural contents as the basis and soul, respects differences, promotes Chinese culture to go out in multi-channel, multi-level and multi-form ways, and enhance the international influence of Chinese culture, so as to achieve such objectives as safeguarding national cultural security, establishing a good image of the country, improving the country’s soft power, winning the international voice, and contributing wisdom to the world’s cultural prosperity and progress of human civilization.The third and fourth chapters analyze the communication subjects and carriers of Chinese culture going to the world under the perspective of cross-cultural communication. In cultural exchanges and communication, the implementation subjects and dissemination carriers play a very important role. The implementation subjects are about who is going to spread, and the dissemination carriers are about how to spread.The fifth chapter analyzes the target audience of Chinese culture going to the world under the perspective of cross-cultural communication. Target audience are the information receivers, objects of information dissemination, and the "pass-through" process can be completed only when the receivers accept the information. Therefore, the target audience are the central role of cultural transmission. World culture has various new features, and the target audience of Chinese culture going to the world are also diverse, pluralistic, of different faiths, from different nationalities and different regions. Additionally, even different levels of economic development can result in different cultural patterns, which leads to very different ways in cultural acceptance habits and value identity. Hence, differentiated communication strategies should be adopted in promoting Chinese culture to the world.The sixth chapter analyzes the overall strategies of Chinese culture going to the world under the perspective of cross-cultural communication. Based on the analysis of the problems and their causes in the implementation of Chinese culture going to the world, this chapter constantly perfects the strategic ideas: cultural self-confidence is the strategic reliance for Chinese culture going to the world. General Secretary Xi Jinping said: "It is cultural soft power that can reflect a country’s core and top-level comprehensive strength, and it is related to a nation’s spiritual cohesion. We must keep to path self-confidence, theory self-confidence, system self-confidence, and above all, cultural self-confidence.” China’s cultural self-confidence is to maintain self-confidence about the nation’s long traditional culture, about the guiding ideology of contemporary Chinese Marxism, and about socialist culture with Chinese characteristics formed since the reform and opening up. Government attention and support are the strategic guarantee for Chinese culture going to the world. As can be seen from foreign governments’ attitudes on culture spreading, Western cultures can quickly become strong cultures in the world also due to the unignorably important factor of governments’ attention and support. It is because of this powerful support from the national government that China can spread her own culture more quickly and take the strong comprehensive national strength as the strategic foundation of Chinese culture going to the world. Only by realizing truly peaceful rise and demonstrating a prosperous, mature, civilized image to the world, can Chinese culture get attention and appreciation in the international community. Mass media take new media and we media as carriers, which can "immediately" change people’s "knowledge and attitude", and the factors and forces affecting international relations are more extensive, complex, direct and personal than before. Therefore, more importance should be attached to the general public influence.In short, it has been a short time since the formulation and implementation of the strategy of Chinese culture going to the world, and the study and exploration of the issue have just started in the theoretical and academic communities. As China is currently in an important period of strategic opportunities to comprehensively deepenreform and opening up and to construct an all-round well-off society, how to better implement the strategy of Chinese culture going to the world is a worthwhile subject for further research in both theory and practice.