Abstract:

Since cultures are endowed with their own ethnic peculiarities and different from each other, cultural conflicts and integration formed when international activities are conducted. Throughout the history, conflicts among cultures have set many barriers for communication among human beings. American culture is typical of western cultures and has been taking up the leading part in “globalization”. On the contrary, eastern cultures have been passive in the course of cross-cultural communication and under the influence of western countries. However, the situation is changing with the emergence and development of worldwide web which is more informative and more transparent than traditional modes of communication and without the limitations of time and space. Especially when it comes to 21st century, science and technology develop at an amazing speed never predicted and many more online social networking systems are invented, like facebook, twitter, microblog, etc. These systems serve as a new environment to help strengthen relationship and reduce misinterpretation. They also establish a more open space that allows people who registered to share their daily activities and thinking with others and to get in touch with anyone anytime only if there is a web. The success of Gangnam Style was brought out under such conditions. As to the new case, the essay endeavors to find out the function of cross-cultural theories in the successful communication from eastern to western cultures. Based on the above findings, the paper explores how we could apply these theories in future multi-cultural activities.

Keywords: Cultures; Conflicts; Integration; Science and Technology; Gangnam Style

摘 要：

文化都打上了民族的烙印，各不相同。因此随着国际交流活动的开展，文化的冲突与融合也顺势而生了。从古至今，文化的冲突给人际交往带来了很多不便。美国文化是西方文化的典型，在全球化中一直占据主导地位。而东方文化在东西方交流的过程中，一直处于劣势，备受西方文化摆布。然而，随着网络的出现和发展，这种局面逐渐改观。和传统的传播方式相比，网络信息量大，透明度高，不受时间空间的限制，自由度大。进入21世纪，科学技术的发展更是惊人，刷新了人们的想象。由于技术的革命，新型社交网络也如雨后春笋源源不断，诸如，脸书，推特，微博等等。这种社交平台不仅可以帮助加强人际交往，还可以消除误解。同时也为注册用户创建了一个开放的空间，用户可以分享自己的生活点滴，感悟体会，也可以自如地选择交流对象。江南style的成功正是在这样的大背景下应运而生。针对这一新的成功案例，本论文着重分析了21世纪以江南style为代表的东方文化向西方传播过程中跨文化理论的运用。除此之外，还探讨了其对将来进行跨文化活动的启示。

关键词：文化；冲突；融合；科技；江南style