Study On The Cultural Interaction In Reception Behavior

In the background of Chinese social transition, the development of cultural industries should be observed from the perspective of the cultural consumers. Therefore, based on the reception of cultural products, this thesis will try to find the general discipline of cultural interaction in it. Micro-perspective from semiotics combining with cultural philosophy, popular culture theory, and reception aesthetics and other theories will be used to get the result. Comprehensive perspective and individual deviation lead to the field of cultural traits and its symbolic expression ,which attempt to build a theoretical system about the cultural interaction in cultural products' reception behavior by way of analyzing some related concepts and its foundation, process, and function.Cultural product contains the internal properties of commodity and culture. Its symbol system has the signification which is stabilizing and mutative. Recipients' behavior of cultural products is a process of cultural interaction, which is derived from recipients' subject and cultural property. A cultural interaction is the change within cultural structure schema and based on the communication of cultural traits which is its intermediary foundation.Cultural trait exists in the both participants of reception behavior with its empirical differences of symbol, and perceived by them through the symbolic form which can combined into a cultural structure schema. Recipients' subject property, the symbolic expression and differences of cultural trait become the philosophical basis of cultural interaction. Additionally, cultural consumption caused by industrial civilization whose forms turn material into symbol, constitute its background. When a process of cultural interaction occurs, firstly, the recipients have an attitude preparation included subject or others culture towards to the cultural trait belongs to the cultural products and that will lead to an intentionally or unintentionally misreading. Secondly, in the three stages of reception behavior, recipients transform four kinds of relationship intentions and use the method of questions, analogy, combination and encompassing to read and produce the signification of cultural products. And finally, that kind of signification will change recipients' cultural structure schema. In this process, the reception of cultural products contains positive and negative function.The positive functions include filling the distance between subject and object, producing the signification of cultural products, and satisfaction of recipients' spiritual needs. However, the negative functions involve the lost of truth, rationality and humanity which are caused separately by the intermediary form, open structure and popular consumption of symbol. In the end, Nike's television advertising called "Chamber of Fear" will be used as a case study to examine the theory discussed above and summarizing the characteristic of this case.