The Inspiration Of Dolce&Gabbana Advertisement Event To Intercultural Communication Competence Cultivation Of Chinese Volunteer Teachers In Italy

With the rapid development of globalization and the Internet,the breadth and depth of intercultural communication is increasing among groups from different cultural backgrounds.Intercultural communication events appear frequently,affecting the communication in politics,economy,education and other fields in various countries.In order to adapt to the overseas environment and accomplish Chinese teaching successfully,international Chinese teacher volunteers should acquire good intercultural communication skills.This study selected Dolce&Gabbana Advertisement Event to describe its full picture and domestic and foreign views.This study explored the causes of intercultural conflict and analyzed the typical differences between domestic and foreign netizens by conducting qualitative investigation and quantitative analysis,through five aspects language and culture,values,ways of thinking,emotional expression and media.According to the results of the data,five Chinese volunteer teachers were taken in-depth interviews to investigate their intercultural communication competence.The results show that:(1)When reporting the Dolce&Gabbana event,the overseas media focus on "racial discrimination" and the measures taken by Chinese companies,while the domestic media report the full picture of the event with the analysis and comments from all parties.The two sides have obvious differences in values and ways of thinking,but tend to express their feelings outwards.(2)As for the comments on the Dolce&Gabbana event.overseas netizens mostly discussed topics such as "racial discrimination","cultural differences" and "eating habits",while domestic netizens mainly expressed their attitudes and emotional catharsis.The two sides showed similar values and ways of thinking,with certain differences in emotional expression.(3)There are five reasons of intercultural conflicts:D&G company made mistakes such as uneven translation of advertising words and lack of cultural understanding;The individualistic values of Italian designer are in contrast with the collectivist values of Chinese people;The linear thinking of D&G company and the spiral thinking of domestic netizens cannot reach a consensus;The netizens of two sides have stereotyped impressions on each other.The Italian brand tends to be cultural hegemonist,while domestic netizens also have ethnocentrism;D&G's response and attitude on social media platforms at home and abroad are totally different.(4)Most netizens at home and abroad express their opinions from the perspective of individual standard,but the former focuses on national interests and national dignity,while the latter focuses on ethnic issues and cultural differences between east and west.In terms of thinking mode,domestic netizens' comments are simple and straightforward,while overseas netizens tend to think from an international perspective.In terms of emotional expression,the comments of overseas netizens are mostly outer-oriented,while the comments of domestic netizens are both outer-oriented and inner-oriented.(5)On the cognitive level,volunteers are generally aware of intercultural communication and are not dominated by stereotypes.However,there are great individual differences.Some of the volunteers have unclear awareness of identity and are controlled by ethnocentrism.On the emotional level,most of the volunteers could clearly perceive the cultural difference between China and Italy,and they could seek common ground with Italians in terms of hot events.On the behavioral level,volunteers are greatly affected by language barriers in intercultural communication,and they can properly handle intercultural communication in special periods and occasions.According to data research and interview results,the following conclusions are drawn for the cultivation of intercultural communication competence of Chinese volunteer teachers in Italy:Chinese volunteer teachers should have clear identity recognition,pay attention to cultural differences between China and foreign countries,and improve their communicative skills.In terms of volunteer training,colleges and organizations should make good use of network tools and follow the dynamic rules.When engaged in overseas Chinese teaching,volunteer teachers can use the critical events method to provide learners with more inspiring teaching materials,encourage learners to express their language and cultural knowledge.and cultivate their intercultural competence.