The Research On The Characteristic And Effect Of Intercultural Communication Of Shanghai World Expo

As the affection of digital era, which makes the politics, economics and culture of the whole world blend faster and faster. Every country regards how to involve the issue and competition around the world actively by grasping the development of digital era as the most important mission for developing. Therefore, as a ceremony for one city, which plays a role of "gatekeeper", expo attracts great attention from all over the world unprecedented. Expo is a combination of every symbol and become an organized, structured, regulated system. It supports us a platform of comprehensive intercultural communication which is to demonstrate the promotion and application of new technology, new production and new material, spread new idea and conception. Shanghai World Expo 2010 is not only a pageant for human being to exchange idea, but also a splendid activity with lasting the longest time, the most countries participated and the most visitors remembered by the whole world.Base on the view of Semeiology, taking Shanghai World Expo 2010 as sample, this article is on purpose of finding out how to construct a symbol system which could share culture and the normal regular of intercultural communication, taking the Integrated Marketing Communication way as a research method, and combining with the results of the questionnaire survey, using the Communication theory to investigate the construct, way and effect of communicating during the course of intercultural communication, in order to give experience and sample for the other pageants that will be hold in our country in the aspect of intercultural communication.