Study On The Phenomenon Of Cultural Discount In Intercultural Communication

In the intercultural communication,the phenomenon of cultural discount is ubiquitous.In the process of information communication,cultural discount mainly comes from the loss of encoding during text compilation,the loss of transmission during channel communication and the loss of cognition-processing during user decoding.Media in our country in the process of cross-cultural communication,cultural discount phenomenon seriously affected the communication effect,therefore,from the perspective of communication studies,draw lessons from successful experience of other countries,seeking to reduce and eliminate the operation logic and the mechanism of cultural discount,will help reduce our in international communication,cross-cultural communication discount culture brought about by the loss of value,promote the spread of the effect and quality.Russia Today is a successful practice of Russia to eliminate the phenomenon of cultural discount in intercultural communication.From the historical point of view,there are many similarities between Chinese and Russian communication systems,especially in the aspects of media nature,media characteristics,media management and so on.Therefore,by studying the successful communication strategies of Russia Today,we can learn from each other and better guide the practice of media in the field of cross-cultural communication,so that more and more people around the world can hear China’s voice.This paper mainly adopts the research methods of literature research,content analysis and discourse analysis,through the analysis of the content and discourse of the reports on the topics related to Russia Today,and explores how to dispel the cultural discount in cross-cultural communication.It is found that in intercultural communication practice,only by seizing hot events,constructing characteristic discourse system and integrating various media resources can cultural discount be better resolved.At the same time,in the practice of eliminating the cultural discount,we should actively construct the discourse tendency of intercultural communication,dilute the ideological gap and carry out the issue setting,so as to better promote the development of intercultural communication.It is worth noting that in news reports,the discourse expression is otherness,the overall positioning is illusory and the image building is impetuous,although in a short time,the phenomenon of cultural discount in cross-cultural communication can be eliminated.However,in the long run,these strategies will eventually hinder the development of intercultural communication and deepen the cultural discount in intercultural communication.Therefore,in the practice of intercultural communication,China should try its best to build intercultural communication media brands with its own characteristics,create intercultural communication discourse systems with its own characteristics,develop various forms of intercultural communication,and realize the elimination of cultural discounts in intercultural communication.