全球化时代传统文化的保护 ——麦当劳对中国文化影响的调查

论文摘要

二十一世纪,随着因特网等媒体的功能日益强大以及科学技术的进步,全球化进程正在加快,世界的政治,经济,文化格局也发生着变化,基本趋势为:政治经济实力越强大的国家,其文化影响力越大。在这样的全球背景下,美国作为头号政治经济强国,凭借其强大的经济实力和政治影响力,正在向全世界推行以美国价值观为主导的文化价值观。麦当劳文化,作为美式快餐文化的典型代表,凭借其全球范围的连锁体系,正在推广美国的快餐文化,同时也影响着其他国家的文化价值观,这就是本文研究麦当劳快餐文化的着眼点。全球化是当今最热门的话题,正引起学者的广泛讨论——全球化意味着世界文化将会同质化还是朝相反的方向——多元化发展?全球化将会造福于人类还是会给人类带来灾难?这些问题一直以来就困扰着人们,到目前还没有得到圆满的解决。那么,应该怎样看待和应对全球化以及其带来的全球冲突及影响呢?中国——历史悠久的文明古国,怎样才能在全球化时代保护并且重新振兴中国的传统文化?这对于我国未来的英语文化教育有怎样的启示意义?本文从跨文化交际的视角出发,以文化相对论为理论基础,通过问卷法和访谈法,对当前以麦当劳为代表的快餐文化对中国青少年的影响进行调查并进行深入探讨,旨在唤醒国民的文化意识,帮助国民树立正确的文化价值观,从而呼吁人们辩证地对待本族的传统文化与强势的美国文化,有效地应对全球化和麦当劳化,强化自己的民族身分认同,保护本民族的传统文化。同时,本文还将探讨未来的英语教学中的跨文化教学并提出建议。

论文目录

• Acknowledgements
• Abstract
• 摘要
• List of Tables and Figures
• Chapter one Introduction
• 1.1 Background of the study
• 1.1.1 The characteristics and structure of culture
• 1.1.2 Value and intercultural communication
• 1.2 Rationale of the study
• 1.3 Significance of the study
• 1.4 Organization of the chapters
• Chapter Two Literature Review
• 2.1 Globalization
• 2.1.1 Globalization and American cultural imperialism
• 2.1.2 Modernization, globalization and consumer culture
• 2.1.3 The rise of consumerism after 1980s and its influence in China
• 2.2 The globalization as external shocks
• 2.3 The Chinese understanding of globalization
• 2.4 The Chinese attitudes toward globalization
• 2.4.1 The optimistic attitude
• 2.4.2 The pessimistic attitude
• 2.4.3 The realistic attitude
• 2.5 McDonaldization: The globalization of fast-food culture
• 2.6 McDonald's intercultural management mode in China
• Chapter Three Theoretical Foundation of the Study
• 3.1 Cross-cultural conflicts
• 3.1.1 The causes of cross-cultural conflicts
• 3.1.1.1 Value conflicts between the West and the East
• 3.1.1.2 Misunderstanding and attitude
• 3.2 Value assimilation and collapse
• 3.3 Cultural relativism
• 3.4 Traditional values, cultural beliefs and national identity
• 3.5 Chinese tradition
• 3.5.1 Chinese social values
• 3.5.2 Confucianism and Taoism – the main sources of Chinese culture
• Chapter Four The Empirical Study
• 4.1 Introduction
• 4.2 Objectives
• 4.3 Methodology, subjects & the questionnaire
• 4.4 The procedure
• 4.5 Analysis of the survey result
• 4.5.1 Cultural influences and changes
• 4.6 The Reasons for Changes of Traditional Culture
• 4.6.1 The External Reasons
• 4.6.2 The Internal Reasons
• 4.7 Maintenance and dissemination of traditional culture
• 4.8 The future of traditional culture
• 4.8.1 Possibility of survival of the traditional cultural values
• 4.8.2 Fusion of Chinese values and Western values
• 4.9 The measures for maintenance
• 4.9.1 Governmental measures and individual efforts
• 4.9.2 More attention to traditional essential virtues
• 4.9.3 Promotion of traditional values in new ways
• Chapter Five Implications for ESL Teaching
• 5.1 The cultivation of cross-cultural competence
• 5.1.1 Enhancement of critical culture awareness
• 5.1.1.1 Definition of critical cultural awareness
• 5.1.1.2 Importance of critical cultural awareness
• 5.1.2 Minimum ethnocentrism and prejudice
• 5.1.2.1 Standpoints of multicultural education
• 5.1.3 Deconstruction of stereotype
• 5.1.4 Improvement of empathy
• 5.2 Suggestions to future culture teaching
• 5.2.1 The problems with current culture teaching
• 5.2.2 Culture teaching tips
• 5.2.3 Promotion of intercultural communication models
• References
• Appendix One Questionnaire