摘要

    随着全球化进程的不断加快，各国的文化交流也日益频繁， 文化全球化已经成为了当今时代的又一热门话题。世界文化丰富多彩，各个国家和民族都有着自己独特的文化特征，在文化的交流中，逐渐形成了一种共有的文化。但是在各种文化的借鉴与融合、冲突和排斥中， 欧美流行文化表现出了一种强势，主导着世界文化的发展。自改革开放以来，欧美流行文化在中国也得到了空前的传播。欧美流行文化是如何得以有效推广的？欧美流行文化是否将主宰未来中国的文化市场？中国文化如何才能更好地走向世界？这是本文将要试图探讨的问题。
本文以文化全球化和跨文化传播的相关理论为依据，以内容分析和案例分析为研究方法，将会对上述问题进行研究。文章首先介绍了文化全球化和欧美流行文化传播的相关背景，接着对欧美流行文化在中国的传播从品牌文化推广，本土化产品设计和西方文化吸引力三个方面进行分析，然后阐述了以怎样的态度看待欧美流行文化在中国的传播，最后为中国文化走向世界提出了建议。

关键词：文化全球化， 跨文化传播， 欧美流行文化，中国文化

ABSTRACT

With the accelerated growh of globalization, cross-cultural communication has become more and more frequent. Cultural globalization is a hot issue in contemporary times. World culture is diversified as each country and nation has its own distinct cultural characteristics. Cross-cultural communication has given a birth to a shared-culture. However, during the process of integration and conflict in culture, European and American popular culture takes a strong position in cultural globalization. Since the implemention of Reform and Open-up, European and American popular culture has also won great popularity. How does this come into being? Will it dominate China's cultural market in the future? What are the effective approaches for Chinese culture to go global? This thesis will deal with those questions.
This thesis takes theories on cultural globalization and cross-cultural communication as its theoretic foundation and content-analysis and case-analysis as its research methods. The first part gives a background introduction to cultural globalization and transmission of European and American popular culture. The second part makes case study on transmission of European and American popular culture in China from aspects of brand culture promotion, sinicized product design and cultural attractiveness. The third part expresses attitudes toward this cultural transmission. In the end it puts forward suggestions for Chinese culture to go global.

Key words: Cultural globalization, cross-cultural communication, European and American popular culture, Chinese culture