The Research On The Red Cross Culture Communication In China (1874-1949)

The red cross cultural communication in China profited from the internationalbackground of modern Chinese opening and Western learning spreading to the East, andwas also closely related to the integration of Chinese and western charity culture andChinese people’s practical needs. The red cross cultural communication in China hadexperienced three stages of beginning, development and transition. The initial stage withpropaganda as the characteristic, in which the westerners in china and the gentry merchantsbore the responsibility of cultural transmission. In the development stages, the Chinese RedCross actively carried out propaganda cultural undertakings. With the Anti-Japanese Waroutbreak, the red cross culture communication entered the transition phase,which mainlyreflected in the concept change of replacing utilitarian responsibility and the practice ofsubstituting the ambulance service. In order to promote the red cross culturalcommunication, Chinese Red Cross had taken the strategy of being attached to Chinesetraditional culture, catering to Chinese utility psychology, paying attention to theinformation publicly transparent and using celebrity effect. On this basis, the Chinese RedCross applied press propaganda, recreational activities, recruitment of movement andspeech broadcast to weave a red cross cultural communication network. Nevertheless, thered cross culture communication effect was not just as one wishes.This was mainlyenslaved to the interlacing influence of subjective and objective factors including the lowlevel of productivity development, negative events which will damage the credibility of theRed Cross emerged in an endless stream and thin communication concept. Generallyspeaking, the red cross culture communication process refraction was a kind of interactiverelationship between the red cross culture localization and the internationalization oftraditional charity culture.