中西方文化价值观差异对送礼行为的影响

  本文关键词：中西方文化价值观差异对送礼行为的影响，由笔耕文化传播整理发布。

中西方文化价值观差异对送礼行为的影响

中西方文化价值观差异对送礼行为的影响

21世纪是全球经济一体化的时代,伴随经济一体化而来的是文化的多硕博在线论文网化。这种经济一体化与文化多硕博在线论文网化并存的现象对人们从事跨文化交际提出了新的挑战:交际双方往往会感受到不同民族间鲜明的文化差异和文化冲突,诸如语言行为、非语言行为方面。然而无论是交际模式还是行为规范,都要受到自身民族价值观念的制约和束缚,同时也真实反映了该民族价值观的本质。因此,任何文化现象的研究都不可避开的要从研究与之对应的文化价值观入手。送礼行为是一种普遍存在的文化现象。然而由于文化差异,不同国家间的礼品馈赠习俗也不尽相同。不了解收受方的文化和习俗的送礼行为会产生误解与争议。近年来许多国内外学者针对送礼文化做了大量的研究。这些研究所涉及到的领域包括人类学、经济学、历史学、大众文化、心理学、社会学、社会工作以及女性研究。此外,一些研究学者也出版了若干关于礼物交换的书籍。他们已经发现并仍在探究礼物交换这一极具吸引力和说服力的话题,并致力于把这些研究拓展到更加激动人心的领域。本文从跨文化交际的角度对比中西方文化价值观,研究东西方文化价值观差异对送礼行为的影响。文章从霍夫斯泰德的个人主义与集体主义文化维度理论切入,旨在阐述送礼行为在不同的文化价值国度尤其是在以儒家思想集体主义为主导的中国和以个人主义为主导的西方是如何表现的。在中国文化中,个人与他人之间存在着固有的联系,并通过回报,情感,关系网来维护这种关系。中国的哲学思想很大程度上受儒家思想的影响,并强调人的行为要符合他们的社会角色来维护和谐的人际关系。礼物馈赠以及其他互惠交换在社会生活中起着重要的作用,尤其表现在维护、发展以及改善人际关系方面。近年来,许多中国学者致力于建立一种借鉴关系、人情、面子、报的基于中国本土范畴的浅析浅析框架。这种详尽阐述的强调人际关系的视角将为送礼文化和社会交往的对比研究提供一些启迪。与之相反,西方文化价值观与东方存在着明显的差异。西方的哲学和宗教里没有“仁”和“礼”。西方所推崇的是个人主义。相比于集体主义文化的中国,在西方国家中,人们并不很注重关系、忠诚度以及群体利益。这种多硕博在线论文网化的价值观势必导致集体主义文化和个人主义文化交往中不同的送礼行为。最明显的区别在于,在西方社会中,购买行为越来越以自我为中心,因此自我送礼行为也逐渐流行。自我送礼行为就是消费者自己给自己赠送礼物。在这种文化中,送礼的目的就是强化基于个人主义的自我概念。此外,本文还研究了西方背景下送礼行为演变过程中两个主要的变化,即一些节日的商业化以及社会关系由以亲人为主导演变为由朋友组成。本文采用对比研究策略这一研究跨文化交际的行之有效的策略。经过逐项浅析浅析研究,文章最后部分得出结论,即无论是从传统价值观角度还是现代价值观变迁,中西方文化价值观差异对送礼行为均产生重要影响。

【Abstract】 The 21st century is an era of global economic integration which is often associated with cultural diversification. The phenomenon that economic integration and cultural diversification co-exist brings forward new challenges for people who engage in intercultural communication: both sides of communication tend to feel a strong cultural conflict and differences, such as verbal behavior, nonverbal behaviour. However, either communication model or behavior norms are restricted and tied by value, at the same time, they reflect the essence of value. Therefore, research on any cultural phenomenon may inevitably be started by studying the corresponding cultural values.Gift giving is a common courtesy observed in many cultures. However, because of cultural differences, the gift-giving customs in different cultures vary from country to country . Gift giving can be problematic when you don’t understand the culture and customs of the intended recipient’s homeland. A lot of studies at home and abroad have been made in recent years towards gift giving. Such researches are found in, but are undoubtedly not limited to, the fields of anthropology, economics, history, popular culture, psychology, sociology, social work and women’s studies. Moreover, scholars within these disciplines have produced several books pertaining to gift exchange. They have found, and continue to find that gift giving is a fascinating and compelling topic of study and strive to push its exploration into even more exciting directions. This dissertation, from the perspective of cross-cultural communication, makes a contrastive analysis of Chinese and western cultural values, attempts to study the impact of cultural value on gift giving behaviours. The paper based on Hofstede’s cultural dimension—individualism and collectivism, aims to illustrate how gift-giving behaviour works and differs across cultural values; specifically, in the Confucian collectivistic nature of China, and the individualistic nature of the West.In the Chinese culture, an individual is inherently connected to others and fosters relationships through reciprocity, sentiment, and kinship network. Chinese philosophical thought is largely influenced by Confucianism and emphasizes that people should align their behaviour with their social roles to maintain harmony in interpersonal relationships. Gift giving and other reciprocal exchanges play a leading role in social life, especially in maintaining, reproducing, and modifying interpersonal relations. A number of Chinese scholars have recently made efforts to establish an analytic framework based on indigenous Chinese categories, drawing on guanxi (personal net works), renqing (moral norms and human feelings), mianzi (face), and bao (reciprocity). This explicitly defined Chinese perspective, which emphasizes the importance of interpersonal relations, should provide insights for a comparative study of gift giving and social exchange.In contrast to that, western value concepts are quite different from those of Chinese. Ren and Li find no place in the western philosophy and religion. What is highly valued in the West is individualism. Ties between individuals are therefore much looser, the level of loyalty is lower and the conformity with the group is less important in the western countries than in collectivistic cultures such as China. These diversified values thus lead to the differences in gift giving between individualistic and collectivistic cultures. The most distinguishing difference is that purchasing in western society is becoming more and more self-centred and that in this context self-giving has become more widespread. In self-gifting, consumers give to themselves. In such cultures, the purpose of gift giving is to reinforce an individual-based self-concept. In addition, two major shifts in western background have happened concerning the gift giving that will be discussed in my study: 1.The rapid commercialization of holidays. 2. The social networks have shifted from being primarily dominated by kin to being primarily made up of friends.This dissertation employs a comparative method which is an effective way in achieving successful intercultural communication. After a thorough analysis, this paper comes to a conclusion that different cultural values have great influence on the gift giving behaviours either from the traditional value or modern shift.

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  本文关键词：中西方文化价值观差异对送礼行为的影响，由笔耕文化传播整理发布。