The International Promotion Of Huizhou Culture:a Perspective Of Intercultural Communication

In the world we live in, which Marshall McLuhan has termed a "Global Village," every ethnic culture that evolved in the long forming historical period of its nationality has its irreplaceable characteristics, though American culture has occupied a strong position in the present world. The communications among the multiple nationalities and cultures in current human society have witnessed an increasing momentum of conflicts and minglement. World culture has become an interdependent and inalienable whole of diverse cultures, the essence of which can be stated as "harmonious and diversified" and "multi-ethnic integrity". The human races and cultures need mutual understanding, tolerance to co-exist in harmony, at the same time, only through sharing and communicating with other nationalities in the world can one ethnical culture survive and grow stronger. Thus, every nation has put emphasis on the inheritance and enhancement of the advantages and characteristics of the domestic culture so as to maintain the independence of its own ethnic spirit, and then to promote its national cultures further onto the world.As an important subculture in China, Huizhou Culture is one of the best representations of Chinese traditional culture, as it is a manifestation of Confucian philosophy, which has actually been the core of traditional ethnic culture in China for thousands of years. The promotion of Huizhou Culture from the perspective of Intercultural Communication, in essence, is a process of inheriting, advocating, optimizing and developing the traditional culture of the Chinese nation.With the upgrading of China’s comprehensive national power, the social and economic prosperity, the influence of Chinese culture has greatly improved when compared to that in the past. The worldwide promotion of Huizhou Culture as a representation of Chinese ethnic and traditional culture also gains momentum along with the economic and social development of China. Nevertheless, just like other superstructures in present Chinese society, the international promotion of Huizhou Culture is still in its initial phases, where culture itself is occasionally misunderstood due to restraints of the outdated or self-centered promoting strategies. Based on the case study of the present situation of international promotion of Huizhou Culture, and on Intercultural Communication theories, this paper has pointed out the developing trends and potential problems of the current promotional patterns. Some strategies like cultural adaptation and target-audience segmentation are expected to produce a unique and respectable image of modern China easier for the world to accept. Considering the great diversity of world cultures, Huizhou Culture needs to be newly interpreted in accordance with the modern social conceptions, according to the shared culture generality in the process of intercultural communications, so that to enhance the international appreciation of Chinese traditional culture spirit. In order to reap the benefits of advertising, integrated marketing is also advocated, while new media, such as blogs and social networks are having a noticeable impact on this promotion.This paper first introduces the concept of "Intercultural Communication" and the practical approaches to improving "Intercultural Competence." Secondly, the essence of Huizhou Culture and the recent research on cultural globalization are displayed in the part of literature review. Chapter Three focuses on the current strategies to promote Huizhou Culture and Chinese culture internationally in general as well as their problems existing in the process of development. In order to overcome the obstacles in the process of intercultural communication, Chapter Four discusses specific strategies to promote Huizhou Culture internationally. At last, the current problems existing in the international promotion of Huizhou Culture and practical strategies derived from theories of Intercultural Communication are outlined in the conclusion.Being an indelible part of society, culture is always related to the economy of a certain community. Therefore, the study of cultural promotion is also based on the research of the social soil that it grew up from. How to promote regional culture properly and effectively based on the economy growth gains more attention.