The Practice And Thinking Of The External Communication Of Chinese Folk Culture From The Perspective Of Cross-cultural Communicatio

Today,China is facing new opportunities and challenges in social,economic,cultural and other aspects of construction and development.The 20 th Party Congress emphasized the need to adhere to historical and cultural self-confidence,to promote Chinese culture to the world,and to make the strategic deployment of "cultural strengthening".As the Chinese nation is moving towards a new era of great rejuvenation,the excavation and dissemination of China’s excellent traditional culture is a necessary part of building a strong cultural nation.As a national intangible cultural heritage project,the ancient temple fair of Joon County,which has lasted for more than 2,000 years,is a "living fossil" of China’s excellent folk culture and an important carrier of the inheritance of excellent Chinese culture,which still has a strong vitality and appeal.As an important part of Chinese folk culture,the formation and development of the ancient temple fairs in Joon County are closely related to the changes in the lives of the people in the Central Plains.In addition to recording and continuing the local customs and production life in the Central Plains,it also carries and expresses the cultural connotation and spiritual core of the Chinese nation of "self-improvement".The study of folk culture communication from the perspective of cross-cultural communication can help promote the inheritance and development of Chinese traditional culture and enhance national cultural influence.Based on the theoretical framework of cross-cultural communication research,this dissertation takes the ancient temple fair of Joon County as the research object,uses the literature review method,field survey method and interview method,analyzes the value of folk culture communication to the outside world in the context of globalization,and tries to propose ideas to solve the problem based on the dilemma faced by cross-cultural communication,in order to make reference to the practice of Chinese folk culture communication to the outside world.The study finds that most domestic studies on the ancient temple fairs in Joon County are focused on folklore,art and religious beliefs,but few of them are related to foreign communication,and the number of studies on cross-cultural communication of folk culture is relatively small.Through the study of the existing inscriptions and documents,it is found that the ancient temple fair of Joon County,as one of the four major temple fairs in North China,has a long history and cultural heritage,and has a long meeting period,and integrates a variety of religious beliefs such as Confucianism,Buddhism and Taoism,and the folk fire performance is large in scale and distinctive.As an important symbolic carrier of traditional Chinese culture,the cross-cultural communication of folk culture has important value in promoting cultural inheritance,facilitating cultural exchanges and driving regional economy,so it is necessary to do a good job of cross-cultural communication of folk culture.According to the existing literature and practical activities,the intercultural communication of folk culture in China faces both internal and external challenges.The internal factors are mainly the weak awareness of the initiative of intercultural communication,the urgent need to update the concept of intercultural communication,and the insufficient activation of the main body;the external factors are mainly the influence of cultural hegemony and cultural discount,which cannot achieve good communication effect in the practice of intercultural communication.In response to these problems,the article analyzes countermeasures in terms of concept and practice: in the conceptual construction,we should adhere to cultural confidence and enhance the communication mission;change the communication concept and seek cross-cultural identity;respect the law of communication and enhance communication effectiveness.Finally,the article proposes a strategy for the construction of practice: mainly from the official platform to broaden the cultural influence,folk subjects to stimulate the power of communication,multiple narratives to build the identity of both sides,digital technology to empower foreign communication,and other aspects together to form a feasible path for cross-cultural communication of folk culture.