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全球化背景下,文化软实力广泛地渗透到人类社会的各个层面,提升国家文化软实力显得格外重要。而奥运会在展现国家文化及文化软实力方面起到了无比重要的作用。奥运吉祥物传递了不同国家、民族的世界观、价值观和社会情感,演变成为一种最纯反映文化形态差异性的文化符号。而北京奥运会的福娃在国际上赢得了较高的声誉,对中国传统文化的传播起到了重要作用。本文拟从跨文化角度,以北京奥运会吉祥物福娃为研究对象,分析福娃中的文化内涵,挖掘其在跨文化交际中的作用和意义。
Under the background of globalization, it is especially important for cultural soft power to infiltrate into all aspects of human society extensively and to enhance the national soft power of culture. The Olympic Games have played an extremely important role in demonstrating the national culture and cultural soft power. The Olympic mascot transmits the world outlook, values and social emotions of different countries and nations and evolves into a cultural symbol that most directly reflects the differences in cultural forms. The Beijing Olympic Games Fuwa won a high reputation in the world and played an important role in the spread of Chinese traditional culture. This article intends to study the cultural connotation of Fuwa from the perspective of cross-culture and the mascot Fuwa of the Beijing Olympic Games, and explore its role and significance in intercultural communication.