中韩青年对Gangnam Style的跨文化敏感比较研究

在跨文化传播的研究范畴中，跨文化敏感与受众对异文化的认知有着直接的关联。本文以韩国歌手朴载相（PSV）的音乐录影带作品《Gangnam Style》为研究样本，通过DMIS模式设计调查问卷，以《Gangnam Style〉〉在2012年7月至2012年10月，即研究对象从推出至热播这一播期为文化敏感度接触的研究时间段，在中国北京与韩国首尔两个城市中，针对中韩80后青年受众进行认知行为进行问卷调查，旨在通过实证对比研究了解社会化媒介环境中，中韩青年受众在跨文化敏感过程中对影像内容认知的问题与特征，即两国受众在跨文化交流欲望、接受态度、接受过程中社会及个人影响因素等方面异同。媒介渠道加速了跨文化内容的传播并使之成为一种文化认知的日常性社会行动，同时不同国家间的媒介管控会影响跨文化产品的传播速度和跨文化敏感度程度的高低，进而影响到跨文化传播的行为。

The Comparative Study of Intercultural Sensitivity to Gangnam Style between Chinese and South Korean Youth Audiences

In cross - cultural communication research, cross - cultural sensitivity and audience awareness towards different cultures have a direct correlation. This paper chose the music video ＂Gangnam Style＂ as the study sample, and launched questionnaires survey in Beijing and Seoul from July 2012 to December 2012, which was the sowing of music video transmission phase to find the differences and the same phase of DMIS mode between young audiences of China and South Korea. This paper tries to find out the social impact factors in the process of cross - cultural sensitivity, cognitive problems and characteristics of the audience form the as-pects of the attitude, social and personal impact factors. This paper finds that there are two variable factors. The conclusion is thus proposed that media channels can be used to accelerate the spread of cross - cultural content and make it a kind of cultural cognition of daily social action, and the media controls between different countries will affect the spread of cross-cultural product speed and intercultural sensitivity degree of high and low, thus affecting the cross-cultural communication behaviors.