Research On Cross-cultural Self Media From The Perspective Of "De-Otherization"

At present,the Internet,as a new form of global communication medium,has greatly expanded the occasions,groups and scope of cross-cultural communication from the perspectives of communicators,contents and audiences,providing a new path for cross-cultural communication.Among them,social media platforms have become an important way for cross-cultural survivors to have cultural contact,give birth to cross-cultural "we media" and become an important node for the dissemination of cross-cultural information,so as to build more direct and extensive forms of cross-cultural communication.It is of reference significance to the international communication of Chinese culture,the promotion of the influence of Chinese culture in cross-cultural communication,and the elimination of prejudice and misunderstanding of China by the international community.Therefore,this paper analyzes the emerging cross-cultural communication subject of cross-cultural we media from the perspective of "De-otherness",and reveals its connotation of "De-otherness".And from the practice of cross-cultural "we media",this paper puts forward some practical Suggestions on the external communication of Chinese culture.First,aiming at the problems in the past research and practice of cross-cultural communication,scholars put forward the concept of "Otherness".Specifically,through the manipulation of discourse symbols,mass communication constantly deepens the prejudice and misunderstanding between different cultures,resulting in the stereotyped impression of culture and hindering the cross-cultural communication.Therefore,there is only tolerance for differences and positive demand for common ground between cultures;Return to "intersubjectivity" and establish communication relationship of equal dialogue;Only by seeking for "cultural common area" and supporting multi-party dialogue,can we build a public space for cross-cultural communication and carry out harmonious cross-cultural communication.By virtue of the multi-mode expression and scenification trend,the new media has to some extent broken the space and text barrier of cross-cultural communication,creating conditions for the generation of "common meaning area" of current cross-culturalcommunication.The emergence and rise of cross-cultural "we media" in the new media environment further establishes a cross-cultural communication path of "De-otherness".First,cross-cultural survivors gain a lack of right to speak by setting up cross-cultural "we media",and can fully participate in the discussion of public issues,transform from "marginal people" to "opinion leaders" in cross-cultural topics,break the discourse monopoly of mass media,and show the real face and interest demands of cross-cultural survival groups.Secondly,the instant interaction of "we media" promotes the transformation of the communication relationship between "host and guest" to that between subjects in cross-cultural communication,and explores the "Shared value" among different cultures in the full communication between individuals,thus forming a harmonious space for discussion of cross-cultural issues.Third,compared with the mass media,cross-cultural since the media generally founded by people with cross-cultural survival experience,for even a multinational cultural contact between the two countries so that they tend to be more vision with cultural diversity and intercultural communication ability,can better to treat different culture Angle of view of culture,to jump out of the traditional media content selection framework based on cultural bias,to show the culture of our country.Fourth,cross-cultural "we media" pursues the value added of discourse,adopts the narrative strategy based on the premise of "dialogue" to express colloquialism,and conducts experiential narration through personal participation to arouse resonance and ensure the dissemination effect of cultural content.The cross-cultural "we media" with the characteristic of "desaturalization" has gained the attention and favor of a large number of netizens.In order to be better accepted and recognized by the world,Chinese culture also needs to learn from the cross-cultural "we media" and consider the communication strategy from the perspective of "De-otherness".Specifically,on the one hand,the scenes of contemporary Chinese social life can be regarded as an important part of cultural communication.Chinese culture is actually reflected in the daily life of every Chinese.On the other hand,it is necessary to explore the Shared value in Chinese culture and establish cultural dialogue with Shared value as the entry point.At the same time,we should change the propaganda-style communication mode,fully understand theforeign culture and social background,subdivide the audience,use the close text and intuitive media form based on the audience's position,guide the interaction,establish the dialogical communication,form the meaning sharing,and deepen the foreign audience's understanding of Chinese culture.