跨文化传播视域下吉祥物的符号学解读——以福娃与海宝为例

文化是重要的国家基因。吉祥物福娃与海宝作为文化符号,向世人展示出中华文化的博大精深、璀璨夺目,传递出国人对世界人民的友好与善意。文章从符号学角度出发,通过对吉祥物的能指、所指以及编码共性的分析,认为只有当吉祥物成为一个民族文化特质与普世价值相结合的完美形象时,才具有全球性的文化魅力,才能在跨文化传播中担负起推广民族文化、促进地区间交流、重塑国家形象的重任。     

The psychosocial effects of Native American mascots: a comprehensive review of empirical research findings

ABSTRACT

Approximately 2,000 teams in the U.S. utilize Native American mascots, the majority of which are associated with schools. Across the nation there continue to be many intense conflicts over these mascots. Most conflicts focus on differences in opinion, rather than on the effects of these mascots. The purpose of this article is to provide educational decision-makers with a comprehensive review of research on the psychosocial effects of Native American mascots. This body of research suggests that these mascots generate undesirable effects. First, they are psychologically detrimental to Native American students. Second, for non-Native persons, they are associated with negative stereotypes of Native Americans. Third, these mascots undermine intergroup relations by increasing negative stereotyping of Native Americans. Lastly, supporters of these mascots are more apt to believe prejudicial ideas. We discuss these findings relative to broader societal contexts.     

符号学下的奥运吉祥物

在现代奥林匹克运动会中,吉祥物作为人们最为熟识的一个公共符号,在体育、政治、经济、文化多个领域的传播中均扮演着重要角色,它传递了不同国家、民族的世界观、价值观和社会情感,反映了一种文化对待环境的特殊态度、心理需要和价值取向,因而演变成为一种最能反映文化形态差异性的文化符号.通过对色彩符号,文字符号等方面的分析,坚信民族本土文化在与外来文化的交流融合中会获得发展机遇,要增强民族本土文化向外辐射的能力和抵御外来不良文化的能力.