| With the acceleration of the globalization, the interaction between the world andchina is becoming increasingly frequent and close. Chinese people’s demand fordiverse culture of different countries are continuously rising, which makes thecross-culture communication a challenge to the media: on one hand media has to meetthe demand of the audience, on the other hand has to consider the significance ofcultural instruction, meanwhile avoid being dominated by the western culture andsecure native culture. By means of systematically sampling based on the contentanalysis researching method, the paper has taken393pieces of foreign culture reportsfrom Southern Weekly culture edition(2008-2012) as sample, quantitatively analyzingthe genre, topic, way of reporting, information source and readers’ attitude of it,deeply studying the efforts it has made and the problem it has faced. The researchturns out that Southern Weekly has reported on such widely fields as film, art, history,politics, media, education and so on, among which the abundant scientific reports hasenlightened the reader on science. Moreover, the reports of Southern weekly are fromabout50countries in five continents, actively concerning sub-culture of westernculture, admitting the existence of diverse culture. The reports on western culture hastaken75%plus of the entire foreign cultural reports, of which authors are mostlyagree to western culture, this triggers readers’ worry about the cultural identity that itmay contribute to the western cultural hegemony. It is certain that Southern weeklyis inclined to report western culture in spite of the influence from western culture,spreading utilitarianism and writers’ cultural background and so on, however in orderto meet readers’ information demand, protect cultural diversity, and resist westerncultural hegemony, Southern weekly should pay more attention to culture ofvulnerable countries from Asia, Africa and Latin America, and improve the way ofreporting western culture. In the last part of research, based on the cross culturecommunication theory, the paper has raised advice for improvement on reportingforeign culture to Southern weekly, in the aspect of improving the spreadingconsciousness, changing the way of understanding, guaranteeing authors’ dominantposition and so forth. |
