| With the proposal of the "Belt and Road" initiative,the Silk Road has gained new vitality at a new historical node,and the long historical and cultural memory of the ancient Silk Road is intertwined with the practical needs of the "Belt and Road" initiative,which is in line with the common development of economic and trade cooperation and people-to-people exchanges among countries,but the "going out" of incense culture is still a problem,and the number of incense,spices,incense,etc.is far less than the number of perfumes imported from abroad.The study found that on the world stage,we have always emphasized the cultural characteristics in external communication,and indicated that "the more Chinese,the more world",but ignored the universality of innovation diffusion,the five characteristics of incense culture diffusion,communication channels,diffusion types,recipient degrees,etc.all have a significant impact on the recipients of incense culture,and the characteristics of incense culture external communication are also applicable to traditional culture.Based on Rogers’ innovative diffusion theory,this paper conducts an in-depth study of the diffusion of incense culture through the Silk Road,and the first two chapters of the article review what incense culture is and its development process,and it can be found that the growth of incense population conforms to the S-shaped curve in the innovation diffusion theory over time,and uses text analysis to dig deep into the diffusion channels and flows in the process of innovation and diffusion of incense culture,as well as the tipping point caused by opinion leaders and critical majorities in the diffusion network of incense culture.According to the diffusion channels of incense culture,four diffusion types were summarized.The third chapter of the article is mainly from the perspective of recipients,mainly divided into three categories:innovators,early recipients and early followers,so as to better provide ideas for the accurate dissemination of incense culture.Chapter 4 discusses the dilemma of the external dissemination of traditional culture from the perspective of the "Belt and Road" initiative and puts forward the strategy of external communication of incense culture in the context of innovation diffusion theory,which is convenient to provide a certain reference for the external communication of traditional culture.This research mainly re-examines the exchange of incense culture on the land and sea Silk Road in the discourse logic of the "Belt and Road" initiative through qualitative research such as text analysis,comparative research,and case analysis,and combines innovation and diffusion theory,which helps to break through the previous research paradigm based on spices,expands the scope of the theory,and adds a new angle to the study of incense culture,which has good theoretical significance. |
