In a word, culture is all the achievements of human social practice. Different ideologies and economic bases determine that countries have different cultural differences. The culture of the whole human society can only be developed through migration, communication and integration.
As a result, we went to the cinema and indulged in Star Wars and Marvel heroes. Western foreigners went to the Confucius Institute to study Chinese and Chinese medicine ... The figurative symbols of cultural externalization constantly collided in communication. Among them, some folk elements that even we didn't expect have become "ruthless existence" in the eyes of foreigners.
In 20 14, Kevin Cazade, an American, chased 15 Panlong and other China online martial arts novels on the website of Martial Arts World for half a year, thus successfully quitting drug addiction. From this case, what we didn't expect is that China's online Xian Xia novels have spread a considerable amount of China culture to a large number of foreigners aged 18-25.
In the first year, the martial arts world gained millions of English readers, and the website traffic ranked 1378 globally. Today, it has about 4.8 million daily hits and 565,438+00,000 daily visits. As a rising star, Qidian International, a subsidiary of Wen Yue Group, has launched 38 online works for overseas markets, with more than 20 million visitors by the end of 20 18.
China has a long history of 5,000 years, and many cultural symbols are too complicated and abstruse for foreigners to understand. However, it would be "just right" to start from the plot of online novels and slowly taste of china under the magnificent background.
Similarly, there is "China's No.1 Internet Celebrity" Li on YouTube, which is another representative of foreigners' good taste in China.
As a traditional food blogger in China, she just entered YouTube3 for three months and won the silver medal. In the following two years, 104 videos were released, which attracted the attention of more than 7 million fans, and almost every video was played more than 5 million times.
Americans, Australians, Vietnamese, Brazilians, Russians ... fell in love with China because of her idyllic life in the video.
In Li's video, she grows flowers, vegetables and crops herself, and cooks delicious food with ancient cookers according to ancient procedures; He will also specialize in Shu embroidery, try movable type printing, and make traditional Four Treasures of the Study by hand ... Some time ago, she was also invited to visit Malaysia, meet with members of the royal family, and present Four Treasures of the Study to the old king, which was reported by local online media Malaysia Today and China media China Daily.
Just when the Internet regarded her as a "national princess", in China, I saw countless China netizens make a fortune by relying on the back team of network celebrities, but rationally pointed out that she was not worthy of the title of exporting China culture to the outside world. On the contrary, she thought that she was just trying to realize the flow, positioning hype, and making content to constantly cater to the stereotype of "China's rural backwardness" in foreigners' minds.
Perhaps, Li himself didn't expect that personal IP, which has been in business for many years, would one day be popular in Weibo because of the words # Is Li a cultural export? #.
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In fact, apart from the factors of commercial marketing, Teahouse Jun thinks that transcending this topic reflects that some of us have confused the connotations of "cultural communication" and "cultural output" under the psychological lack of cultural self-confidence.
What is "cultural output"?
From a diplomatic point of view, the purpose of cultural export is to improve comprehensive national strength and protect national culture. For a long time, the competition among big countries will seriously emphasize the right to speak in culture and enhance the soft power of culture. In ancient times, China culture, as a "strong culture", had a far-reaching impact on neighboring countries. In today's 2 1 century, we put more emphasis on adapting to the times, creating a new realm of China's cultural development and realizing the Chinese dream.
If we divide culture into three categories: practical culture, artistic culture and ideological culture, with the support of the national Belt and Road policy, we have always been good at exporting practical culture. How to tell the story of China well and how to export artistic culture and ideological culture seems to need further exploration.
This is why some netizens put forward and resented that "Li fits the stereotype of foreigners about China". Because now we seldom live alone in the countryside and live a self-sufficient farming life. Most of us don't want to constantly emphasize the farming life in China to the western world, because these are synonymous with "backwardness" in our eyes, which is obviously not the case in China in 2 1 century.
However, we have fallen behind in cultural self-confidence, so we completely ignored it-in the eyes of foreign friends in the 2 1 century, there is no backward farming in Li's video, only the immortal artistic conception and aesthetic feeling of "picking chrysanthemums under the east fence and seeing Nanshan leisurely".
Healing the soul, marveling at the wonders of nature and the ancient skills and wisdom of Chinese civilization … these are the fundamental reasons why foreign netizens are addicted to this "national little princess". We discuss Li Ziqi because all her videos revolve around the traditional diet and culture of China. But in fact, we don't have to strictly define whether she is a cultural output-the video content around the countryside can't be strictly defined as "cultural output", but it is a kind of cultural communication method that foreigners like.
Not only Li, but also the aforementioned "Martial Arts World", China Xianxia. com articles, as well as various variety TV dramas we exported overseas, including the square dance with unique China characteristics ... These are all the modes of China cultural communication that foreigners are willing to accept. Although unofficial and folk, they are all forms of cultural communication that can be further explored.
Looking back on how I was moved by western individual heroism when I was a child, we can spread China culture in the same or even more diversified ways today. Compared with the Confucius Institute-style cultural output with profound connotation and formal science and education, literary works, film and television works, animation works, online literature and short video works under the network celebrity economy are more grounded, closer to daily life and with the imprint of China culture, which are actually easier for foreigners to accept and make them quickly become small fans of China culture.
In a word, cultural output is very important. However, if more "plums" can appear, which can enrich cultural communication and help China culture fast forward and fast out, why not?