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《Journal of Yunnan Normal University(Teaching and Research on Chinese as a Foreign Language Edition)》 2014-01
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Overseas Popularization of Chinese Culture

ZHANG Chun-yan;College of Chinese Language & Culture,Beijing Normal University;  
In the field of mass communication,Katz,Blumler and Gurevitch proposed a theory called "Uses and Gratifications"(UG),which is an audience-centered approach.This approach can also be used in the popularization of Chinese culture in the world.In different countries and regions,audience' s demands and requirements for Chinese language and culture are quite different.Therefore when people are teaching the Chinese language or culture overseas,they should first consider the audience's social and psychological needs at different levels.Secondly,the popularization of Chinese culture is also an encoding and decoding process.Whether the culture can be understood and interpreted correctly influences the effects of its popularization.Consequently,Stuart Hall's"Encoding and Decoding"approach can also be used for reference in the popularization of Chinese culture.Before introducing Chinese culture,people should conduct a profound research on the local culture,be aware of the influence of audience's cultural difference on the interpretation of Chinese culture,and introduce Chinese culture through a comparative approach.
【CateGory Index】: G125
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