石宇陽

【摘要】全球化背景下，文化軟實力廣泛地滲透到人類社會的各個層面，提升國家文化軟實力顯得格外重要。而奧運會在展現(xiàn)國家文化及文化軟實力方面起到了無比重要的作用。奧運吉祥物傳遞了不同國家、民族的世界觀、價值觀和社會情感，演變成為一種最純反映文化形態(tài)差異性的文化符號。而北京奧運會的福娃在國際上贏得了較高的聲譽，對中國傳統(tǒng)文化的傳播起到了重要作用。本文擬從跨文化角度，以北京奧運會吉祥物福娃為研究對象，分析福娃中的文化內(nèi)涵，挖掘其在跨文化交際中的作用和意義。

【關(guān)鍵詞】北京奧運會 吉祥物 福娃 跨文化交際

【Abstract】With the development of globalization， soft power of culturewidelypenetrated into allaspects of humansociety. Enhancingnational cultural soft power is very important. And the Olympic Games play a very important role to showthe nationalculture andsoft power of culture. This thesis chooses Fuwa which is the mascot of Beijing Olympic Games as its objectives， intending to analyze the cultural connotation of Fuwa from the perspective of cross-cultural communication.

【Key words】Beijing Olympic Games； mascot； Fuwa； cross-cultural communication

1. Brief Introduction to Fuwa

Fuwa serve as the Official Mascots of Beijing 2008 Olympic Games， carrying a message of friendship and peace—and good wishes from China—to children all over the world.

Designed to express the playful qualities of five little children who form an intimate circle of friends， Fuwa also embody the natural characteristics of four ofChinas most popular animals—the Fish，the Panda，the Tibetan Antelope，theSwallow一and the Olympic F1ame.Beibei is the Fish. Jinjing is the Panda. Huanhuan is the Olympic Flame. Yingying is the Tibetan Antelope and Nini is theSwallow.

Fuwa also embody both the landscape and the dreams and aspirations of people

from every part of the vast country of China.In their origins and their headpieces，you can see the five elements ofnature—the sea，forest，fire，earth and sky—allstylistically rendered in ways that represent the deep traditional influences ofChinese folk art and ornamentation.

At the heart of their mission—and through all of their work—Fuwa will seekto unite the world in peace and friendship through the Olympic spirit.

2. Fuwas Functions in the Cross-cultural Communication

Fuwa not only shows the Chinese traditional culture but alsominimizesthedifferencesbetweenChinese and Western culture. In themutual adaptationbetween cultures， Fuwatakes advantage ofthe flexibility of theprinciples ofcommunication and plays an important roleincross-cultural.

Interpretation and Expressionof Their Own Culture. In the development ofhuman history， each culturehasits own uniquetraditionswhichare the characteristic of theculture.2008BeijingOlympic Games createa favorableopportunitytospreadChinese culturetothe worldand as the BeijingOlympicmascotwhich should alsoshow China's unique cultural values to the world.

Shaping and Correcting theAwarenessof People.In cross-cultural communication， members of a cultureofpeople are prone tomisunderstandand prejudice things and ideologyfrom other cultureswhich is the so-called"stereotype."Fuwa plays a role in combining culture andculturalcollisionand filling the defects and deficienciesinthe cultural differencesofpeopleunderstanding.

Wakeing-upand ExchangingCommon Cultural Values. Fuwa are on behalf of the commondesireof differentregions and differentcultural patternsof people.Itreflects theChinas concern forthe futuredevelopment of mankind. And in the internationalfriendlyOlympics activity， China put thisuniversalvalues intothemascotto arousemorepeople'sinterest and attention.

Conclusion

With Chinas entrance of the WTO and the Olympic Games to be held in 2008，China and English-speaking countries are becoming closer and closer in politics，economy and cultures.It is undoubted that English cross-cultural communication will play animportant role in this process.On 2008 Beijing Olympic Games， five adorable but unique Fuwa which is on behalf Chinese characteristics， vividly show the diversity of Chinese culture and pass Chinese peoples unique Olympic complex. "Fuwa" as the 2008 Beijing Olympic Games symbolic symbol will play an important role in cross-cultural communication.

To avoid miscommunication in interaction with foreign people，we must try to avoid culture shock，ethnocentrism，and raise our cultural awareness.In cross-culture communication， we should have a11 a11-round knowledge abouteach culture and be careful about the signs in different cultures.

References：

[1]Gudykunst，W. B. （2007）.Cross-cultural and intercultural communication.Shanghai：Shanghai Foreign Language Education Press.

[2]奧運會吉祥物.體育人網(wǎng)，2005/11/28

[3][美]拉里·A·薩默瓦，理查德·E·波特著；閔惠泉，王緯，徐培喜等譯.跨文化傳播.中國人民大學(xué)出版社，2004.