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本文从文化形态和文化理念两个层面来理解文化产品,并以文化形态和价值理念间的互动关系为视角,分析了在对外传播中,文化产品可以存在的六种类型。然后从文化形态与理念之间的依存关系和对外传播的战略意义出发,阐明对外传播应以传播本国的文化价值理念为核心,然后从受众的认知需要和增强产品的吸引性出发,确定了对外传播的文化产品的制作策略,即以传播主体价值理念与对象国文化形态相融合的文化产品的制作策略;或为传播主体文化形态,将普世价值理念与传播主体文化形态相融合的文化产品制作策略。
From the perspectives of cultural forms and cultural concepts, this article attempts to understand cultural products from the perspectives of cultural forms and values, and analyzes the six types of cultural products that can exist in external communications. Then from the point of view of the dependence of cultural forms and concepts and the strategic significance of external communication, this article states that external communication should focus on the dissemination of its own cultural values, and then from the cognitive needs of the audience and the attraction of products, The tactic of making cultural products for external communication is to make cultural products by combining the idea of the value of the main body of communication with the cultural form of the target country or the strategy of spreading the cultural forms of the main body and integrating the universal values with the cultural forms of the main body of communication Product production strategy.