A Study On Cultural Value Orientations In Picture Books Based On Hofstedean Cultural Theory

Picture books, popularly known as illustrated books in English, are gaining unprecedented popularity in China now. Combining verbal and visual narratives in the form of books, picture books usually aim themselves at the readers of young children. With both pictures and easy vocabulary, picture books are easy to understand and are believed to be useful in developing children’s reading skills, verbal and cognitive ability, and socialization.Due to the above strengths, picture books are warmly accepted by Chinese publishing organizations, creators, kindergartens, primary schools, and most importantly, parents. Introducing, translating and creating of picture books spring up throughout China. But popular as they are, picture books are rather new to Chinese eyes. Parents are usually in puzzle before large shelves of picture books and the selection of proper picture books is very often hard work. Reference or guide books are mostly about picture book creation, translation or interpretation skills or strategies. Academic studies on picture books focus themselves on publishing scale and creating procedure and strategies. In a word, an intercultural phenomenon as the picture books is, there is rarely any study on picture books from intercultural perspective. It remains a problem for the parents or education organizations to choose proper picture books for children with specific personalities, characteristics at different ages because of the absence durable and concise references.Based on practical need, this essay tries to explore the core essence of picture books with the cultural value dimension framework by Hofstede. The research purposes are firstly to find out whether picture books from different countries or regions reflect cultural value orientations of their origin places, and then, if the answer is yes, to make clear what characteristics they bear under their value orientations.The research is carried out mainly in case study. Picture books are classified into American and European, Japanese and Korean, and Chinese original ones.American and European picture books reflect short term, low power distance, individualism, low uncertainty avoidance and masculinity. The stories usually take place in nuclear families about daily chaos or imaginary adventures. Children and students initiate discussions and they are encouraged to achieve success with personal efforts. In their families it is usually the mother who takes care of the children and cook while the father works to support the family. Picture books are for them to enjoy in leisure time or to enhance child-parent love so hardback ones are preferred.Chinese original picture books reflect long term, high power distance, collectivism, low uncertainty avoidance and masculinity value orientations. Picture books are viewed as an educational tool, so the topics and themes are very often about knowledge in science, history, literature, or affection cultivation. Parents, seniorities and teachers are respected and they can decide children’s self concept and even destination. People define themselves as members to certain groups and are willing to sacrifice their own benefits for the group they belong.Japanese and Korean picture books share the same characteristics with Chinese ones except that they are influenced by high uncertainty avoidance orientation and they produce lots of science picture books to prepare their children for future challenges.