摘要
为探索中国服饰品牌出海直播中隐含的文化意义及其在跨文化传播中的误读与失效机制,从文化隐喻和多模态理论视角出发,以TikTok平台的中国服饰直播视频为研究对象,对3个代表性品牌的20个直播片段进行了质性分析。研究发现:文化隐喻的误读与失效主要源于视觉符号解码失败、审美文化错位、沟通编码语言偏差及互动语境文化隔阂,提出了视觉双重编码、审美包容性重构、沟通去语境化等本土化传播策略,对中国服饰品牌构建有效的跨文化传播策略具有启示意义。
To explore the implicit cultural meanings in the overseas livestreaming of Chinese apparel brands and the mechanisms of their misinterpretation and failure in cross-cultural communication,this paper,from the perspective of cultural metaphor and multimodal theory,conducts a qualitative analysis of 20 livestreaming clips from three representative brands on TikTok.The research finds that the misinterpretation and failure of cultural metaphors primarily stem from the failure of visual symbol decoding,the misalignment of aesthetic cultures,deviations in communicative language encoding,and cultural barriers in interactive contexts.Therefore,it proposes such localized communication strategies as visual double coding,inclusive aesthetic reconstruction,and communication decontextualization,providing insights for Chinese apparel brands to construct effective cross-cultural communication strategies.
作者
陈丽丽
褚艳
刘奕
CHEN Lili;CHU Yan;LIU Yi(School of Humanities and International Communication,Ningbo University of Technology,Ningbo 315211,China)
出处
《宁波工程学院学报》
2026年第1期71-77,共7页
Journal of Ningbo University of Technology
基金
浙江省教育厅“十四五”第二批本科省级教学改革项目(JGBA2024577)
浙江省高校重大人文社科攻关计划项目(2024QN037)
浙江省大学生创新训练计划项目(S202511058105)。
关键词
中国服饰品牌
TikTok出海直播
文化隐喻
误读
失效
跨文化传播
Chinese apparel brand
overseas TikTok livestreaming
cultural metaphor
misinterpretation
failure
cross-cultural communication
