跨文化交際 網(wǎng)絡(luò)征婚廣告中美文化差異

《跨文化交際 網(wǎng)絡(luò)征婚廣告中美文化差異》由會(huì)員分享，可在線閱讀，更多相關(guān)《跨文化交際 網(wǎng)絡(luò)征婚廣告中美文化差異（16頁(yè)珍藏版）》請(qǐng)?jiān)谘b配圖網(wǎng)上搜索。

1、 Contents Chinese Abstract………………………………………………………2 English Abstract………………………………………………………3 1. Introduction………………………………………………………4 2. Literature Review…………………………………………………5 2.1 Researches on Cross-cultural Theory at Home and Abroad……………………5 2.2 Researches on the Online Dating Advertising at Hom

2、e and Abroad…………6 3. Comparison of the Characteristics of Chinese and American Online Dating advertisements………………………………………7 3.1Personal Conditions……………………………………………………………8 3.2 Personal Needs……………………………………………………………9 4. The Reasons for the Differences Between China and the United States………………………………

3、…………………………………11 4.1Power Distance……………………………………………………………12 4.2Individualism vs. Collectivism…………………………………………12 4.3Uncertainty Avoidance……………………………………………………13 4.4 Long-term vs. Short-term Orientation…………………………………14 5. Conclusion…………………………………………………………14 References……………………………………………………………16

4、 跨文化視角下中美網(wǎng)絡(luò)征婚廣告對(duì)比研究 摘 要 征婚廣告是人們通過(guò)雜志、報(bào)紙和其他媒體發(fā)布個(gè)人信息、尋找伴侶的一種廣告形式。征婚廣告直接地反映了人們?cè)趽衽紭?biāo)準(zhǔn)的態(tài)度差異，同時(shí)也反映出了不同國(guó)家的文化價(jià)值觀差異。本文通過(guò)對(duì)中美網(wǎng)絡(luò)征婚廣告的對(duì)比研究發(fā)現(xiàn)，雖然中美兩國(guó)都有許多的網(wǎng)絡(luò)征婚廣告，但是他們?cè)谶x擇伴侶時(shí)傳達(dá)的信息、考慮的方面、觀念和目的卻表現(xiàn)出了不同的特征，更多中國(guó)征婚者在描述自己時(shí)，都提到自己的外表、經(jīng)濟(jì)條件、教育背景以及職業(yè)等方面，然而在美國(guó)網(wǎng)絡(luò)征婚廣告中，他們描述自己時(shí)很少提及自己的經(jīng)濟(jì)情況以及教育背景，他們更多地描述自己的性格和興趣，因此這與中國(guó)征婚廣告的特征有所差異，而中

5、美文化差異正是導(dǎo)致這些不同特征的根源。通過(guò)理解不同的文化價(jià)值觀，我們可以更好地理解中美兩國(guó)的婚戀觀，更有效地進(jìn)行跨文化交流。 關(guān)鍵詞：跨文化交際； 網(wǎng)絡(luò)征婚廣告； 中美文化差異 A Contrastive Study on Chinese and American Online Dating Advertisements from the Cross-cultural Perspective Abstract Dating advertisement is a form of advertisement in wh

6、ich the prospective person publishes personal information and seeks a partner through magazine, newspapers and other media. Dating advertisements intuitively reflect people’s different views on the criteria of spouse selection, and it also reflects the cultural values of different countries. This th

7、esis, through a comparative study of online marriage advertisements between China and the United States, finds that although there are many online marriage advertisements in both countries, the information, considerations, ideas and purposes they convey in choosing a partner show different character

8、istics. More Chinese marriage seekers mention their appearance, economic economic condition, educational background and occupation when describing themselves. However, American marriage seekers seldom tell about their own economic situation and educational background, and they describe their persona

9、lity and interests more often. Cultural differences between China and the United States are roots of these different features. Through comprehending different cultural values, we can better understand the concept of marriage and love between China and the United States, and carry out cross-cultural

10、exchanges more effectively. Key words: Intercultural communication; Online dating advertisements; Cultural differences between China and the United States 1. Introduction Dating advertisement is a kind of means by which those females or males who want to get married ca

11、n seek their mates. People intend to find an ideal companion and they want to start from friendship firstly. They want to know more about each other. As to whether they will get married finally, it is determined by the mutual feeling about each other during the interaction (孫亮, 翟華祥, 1997). With the

12、advancement in network technology, more and more people begin to issue dating advertisements on the Internet as the so-called online dating advertisements. The online dating advertisement has a great advantage over the traditional paper media, and Internet marriage has become the first choice for pe

13、ople in modern times, for it can not only provide the relevant information of the solicitor and the expectation of the ideal partner, but also reflect the the individual’s cultural value orientation. In recent years, scholars at home and abroad have carried out extensive researches on advertisements

14、 from different angles, including discourse, grammar, vocabulary and so on. However, few studies have been conducted on online dating advertisements, not to mention those with cross-cultural insights. As a result, this paper attempts to explore different cultural values between Chinese and American

15、in their current online dating advertisements with the qualitative research approach, combining the Hofstede’s value dimension theory from collectivism, individualism, uncertainty avoidance, power distance, long-term vs. short-term orientation and other dimensions of the corpus. One hundred adverti

16、sements have been selected mainly from two of the biggest online dating sites home and abroad: J and M. J is the number one online dating website in China, committed to providing users with a full range of online dating services. It is also the first online dating platform to be listed in China. By

17、May 2020, the total number of registered J users exceeded 190 million. J has been leading the industry in market share, user registration, user stickiness, user activity and user browsing time for many years. Match is the founder of the online matchmaking mode of search system and the largest dating

18、 website in the world. Match’s website serves more than 50 countries in 12 languages. In the first quarter of 2020, the number of paid members of match group exceeded 9.9 million. Through the comparative study between China and the United States, this paper examines their differences in marriage-s

19、eeking in terms of cultural value.This study found that the Chinese pursue the stability of life, while the Americans are willing to accept new things to take risks; Chinese see marriage as a responsibility, while Americans prefer to see marriage as a right; Chinese culture puts family interests fir

20、st, while America pursues personal pleasure. 2. Literature Review In order to better understand the behavior of people in other countries and to conduct cross-cultural communication more effectively, this paper mainly refers to the theories of cross-cultural communication in related fields. Th

21、e following part will introduce the research results of intercultural communication theory. 2.1 Researches on Cross-cultural Theory at Home and Abroad 2.1.1 Current Research Status of Cross-cultural Theory at Home The cross-cultural research in China began in the 1980s. After China’s reform

22、and opening up, intercultural communication has gradually prove to be a outstanding topic (戴曉東, 2011). He Daokuan and Yan Zhuang (1986) proposed that cultural differences often caused two types of mistakes:the first is the error of language itself, and the second is the error of social language. Li

23、n Dajin (1996) put forward his own opinion according to D. Hymes’ theory. He believed that intercultural communicative competence could be explained from the three levels of behavior, knowledge structure and moral principles. Gao Yihong (1998) interpreted the connotation of cross-cultural communicat

24、ion by using “Dao” and “instrument” in Chinese culture, and criticized the defects of studying “efficacy” as the center. Xu Lisheng (1997, 2000) believed that in terms of language level, communicative competence includes the competence of four aspects of grammar, social language, utterance and strat

25、egy; in cross-cultural communication, grammatical and strategic competence are of prominent importance because they are more cross-cultural than the other two. Gao Yongchen (2003, 2005) pointed out that cultural empathy ability was the most important component in the elements of intercultural commun

26、icative competence; cultural empathy should follow the principle of moderation. Jia Yuxin (2009) pointed out that globalization is the key factor in cross-cultural communication today, which means cultural diversity; in this context, people should carry out dialogue with the concept of “harmony but

27、difference”, the premise of dialogue is listening rather than persuasion. 2.1.2 Current Researches on Cross-cultural Theory in Foreign Countries Cross-cultural communication is an applied subject that refers to many subjects. It was born in the United States in the late 1950s and early 1960s. In

28、 1956, in his article Aspects of the Theory of Syntax, Chomsky first proposed the concept of “l(fā)anguage competence” and defined it as “an autonomous user’s knowledge of his language”, stressing the regulations of language use. However, the use of language was inseparable from social culture. The foun

29、dation work of this subject is Silent Language written by Hall in 1959. Two monographs on culture and communication appeared in the 1960s. The American sociolinguist Hymes firstly used “communicative competence” to criticize Chomsky in 1967, and he believed that the definition of “competence” has li

30、mitations. Hymes (1972) put forward four constituents of communicative competence: probability, practicability, suitability and performance. Among them, appropriateness emphasized that language use should conform to the specific social and cultural context. Then many scholars continue to explore in

31、this field. After half a century’s journey, the theoretical framework of intercultural communication has become more specific and has gradually developed into an independent discipline. Gudykunst et al. (1977) explained communicative behavior from a psychological perspective and proposed the theory

32、of anxiety and uncertainty management. He pointed out that successful intercultural communicators interpret their behavior patterns from the perspective of a third party rather than their cultural norms. In the 1970s, a large number of textbooks for undergraduates and postgraduates came out one afte

33、r another. In the 1980s, new books paid more attention to the theoretical construction of discipline. At the moment, “cross-cultural communication research” at home and abroad has the tendency of not clear subject nature, such as ignoring the pan cultural research of specific communication behavior,

34、 as well as the general behavior research of insufficient revealing of deep cultural factors. Hofstede’s (2008) cultural dimension theory is a framework for measuring cultural differences in different countries. Power distance refers to the degree to which people of low status in a society accept

35、the unequal distribution of power in the society or organization. Uncertainty avoidance refers to whether a society can avoid and control uncertainty through formal channels when faced with uncertain events and unconventional environmental threats. The individualist vs. collectivist dimension measur

36、es whether a society as a whole is concerned with the interests of the individual or the interests of the group. The long-term orientation and short-term orientation dimensions refer to the extent to which members of a culture can accept delayed gratification of their material, emotional, and social

37、 needs. 2.2 Researches on the Online Dating Advertising at Home and Abroad 2.2.1 Current Researches on the Online Dating Advertisements in Foreign Countries In 2010, Elizabeth et al. in their article Comparing narratives of personal and preferred partner characteristics in online dating advert

38、isements analyzed the three characteristics of individuals and preferred partners based on the sex, sexual orientation, age and ideal relationship type of advertisers. It also discussed the characteristic similarity between personal partner narrative and preferred sex partner narratives, finding a s

39、ignificant correlation of the three variables, supporting the matching hypothesis in terms of dating partner characteristics. In 2017, Liat Ayalon and Ateret Gewirtz-Meydan used open-ended coding for a qualitative content analysis followed by grouping of codes into major themes in their article Se

40、nior, mature or single: A qualitative analysis of homepage advertisements of dating sites for older adults. Dating sites for older adults were identified through the Google web-search engine. All oral information provided on the homepage of the website was used for analytical purposes. The first the

41、me was “how are older adults described?”, addressing the traits of the target population. The elderly were portrayed in positive-neutral terms and negative terms. The second theme was “What do the elderly want?” The main purpose of each site was to promote long-term relationships, even marriage and

42、companionship or flirting. The advertising mode of the elderly and the dating website clearly reflects the contradictory psychology of the elderly. 2.2.2 Current Researches on the Online Dating Advertisements at Home According to Lin Xin’s Comparative Study of Online Dating Advertisements Based o

43、n Hofstede’s Cultural Dimension, with the rapid development of social economy, people’s values have changed. From the cross-cultural perspective, with the help of Hofstede cultural dimension theory of the six dimensions as a theoretical framework, variables including appearance, revenue, occupation,

44、 interest and other factors were analyzed and concluded. Liu Yuan’s Comparative Study of Cultural Values in Chinese and English Online Marriage advertisements, using quantitative and comparative analysis methods, selected a number of iconic advertisements from L and other advertising sites for mar

45、riage, also involved different variables (appearance, income, house, car, home rank, housework, nationality, interest,education, temperament quality, whether to have children, etc.), and got the value orientation of domestic marriage advertisements. Li Leiting’s research on the development of Chin

46、a’s marriage website, was based on the empirical data collected through multiple channels, through literature, interview, case analysis and other research methods, the development of our country’s marriage website, pairing mode, marriage information dissemination and so on, to explore its similariti

47、es and differences with the traditional marriage and love model. It reveals the reasons for young people to choose a mate through marriage website and the difficulties of the development of marriage website. At present, although there are some cross-cultural studies in China, there is still a lot

48、of research space. The form of cross-cultural marriage advertising reflects the status quo of different forms of marriage. From the content of the advertisement, it shows the standard of mate selection of men and women in many countries, which is caused by the effect of different regional cultures.

49、 Data from advertisements for marriage in the United States and China show that China has higher requirements for age, character, appearance, economy, occupation and education than the United States. America focuses on the interests of its spouses in their daily lives. 3. Comparison of the Chara

50、cteristics of Chinese and American Online Dating advertisements Online dating advertisements tend to reflect people’s view of marriage, family and cultural values, etc. Therefore, this paper collects 100 pieces of dating advertisements from J and M, the number of men and women seeking marriage in

51、 China and the United States are evenly split. The thesis specifically analyzes online dating advertisements in China and the United States from personal condition and personal needs. 3.1 Personal Condition In Chinese advertisements for marriage, women and men put material conditions such as wor

52、k, economic conditions and educational background first, while mental conditions such as “interests and personality” are rarely mentioned. American dating advertisements rarely refer to the requirements of material conditions, they put spiritual conditions such as “interest and personality” first. T

53、his shows that China pays more attention to the material basis to support their family, while the United States emphasizes individual spiritual enjoyment. 3.1.1 Physical Appearance It is not hard to see from the Table 1, both Chinese and American online dating advertisers regarded physical appear

54、ance as one of the main considerations of choosing an ideal mate. But the difference was mainly manifested in the way of self-description. Among Chinese advertising publishers, women tend to use words such as “beautiful and kind”, “gentle at home” and “diligent and thrifty” to describe themselves. M

55、en use the words “considerate”, “responsible” and “mature” to describe themselves, which helps to improve the success rate of marriage, but also leaves a vague impression on people. By Contrast, the words Americans use are objective and concrete. Most of the words are used to describe their appearan

56、ce, such as “big eyes”, “l(fā)ong hair”, “5.6 feet tall”, etc. Even when they use adjectives, they only use “beautiful”, “elegant” and “handsome” to describe themselves. 3.1.2 Material Conditions In Chinese advertisements, almost all women and men have introduced their jobs. The percentages are seven

57、ty-eight percent and eighty-four percent. In fact, most of the jobs mentioned are decent, such as “civil servant”, “doctor” and “teacher”, which are symbols of high income and stable work. However, only fifteen percent of women and seventeen percent of men talk about their jobs in the United States.

58、 In China, as many as ninety-four percent of women and ninety-seven percent of men like to show off their economic conditions. Economic conditions relate to the following: income, cars, housing and family background. In modern society, cars and houses have become very important criteria for choosi

59、ng the ideal mate. House, in particular, has become a must-have option for women in the selection of the ideal mate. In China, a person with good economic conditions will be preferred. Compared with Chinese, Americans didn’t value this variable. The words used to describe economic conditions are als

60、o very vague and abstract, which are easy to be misunderstood, such as “a house with a high salary”, “an annual salary of one million” , “many luxury houses”, “many luxury cars” and so on. In the United States, only five percent of the women mention financial conditions, but they all think money is

61、not so important. In short, what they really care about is a pleasant and simple lifestyle rather than the income, housing, cars and family background that Chinese people care about. Because of the rapid development of society and the better cultivation of the next generation, Chinese marriage see

62、kers pay more attention to the educational background of ideal partners. In Chinese wedding advertisements, eighty-five percent of men and fifty-six percent of women describe their educational background when introducing themselves. Chinese marriage seekers usually use “graduated from a famous unive

63、rsity”, “master’s degree” , “doctor’s degree” and so on to show their advantages. However American marriage seekers rarely mention their educational background. Only four percent of men and two percent of women describe their education background. 3.1.3 Hobbies In Chinese dating advertisements, w

64、hen refers to their interests, marriage seekers usually use broad and general words such as “versatile” and “wide range of interests” to describe their interest. In American dating advertisements, most Americans will clearly indicate their interests, such as “singing”, “swimming”, “traveling”, etc.

65、They are more concerned about whether their interests are congenial to each other. It is not hard to see from the figure, American pay more attention to personal hobbies than China. 3.2 Personal Needs In the past, Chinese marriages were arranged by their parents. They attach great importance to th

66、e social status of both men and women. In the traditional Chinese family, love is not a crucial or even necessary factor in marriage. Therefore, marriage without love is the main reason for many women’s unhappy marriages. Although the situation is now different from the past, the online dating advertisements still reflect the requirements of parents. While American parents have little or no interference in their childre