本文關(guān)鍵詞：中西方文化價值觀差異對送禮行為的影響，由筆耕文化傳播整理發(fā)布。

中西方文化價值觀差異對送禮行為的影響

中西方文化價值觀差異對送禮行為的影響

21世紀(jì)是全球經(jīng)濟(jì)一體化的時代,伴隨經(jīng)濟(jì)一體化而來的是文化的多碩博在線論文網(wǎng)化。這種經(jīng)濟(jì)一體化與文化多碩博在線論文網(wǎng)化并存的現(xiàn)象對人們從事跨文化交際提出了新的挑戰(zhàn):交際雙方往往會感受到不同民族間鮮明的文化差異和文化沖突,諸如語言行為、非語言行為方面。然而無論是交際模式還是行為規(guī)范,都要受到自身民族價值觀念的制約和束縛,同時也真實反映了該民族價值觀的本質(zhì)。因此,任何文化現(xiàn)象的研究都不可避開的要從研究與之對應(yīng)的文化價值觀入手。送禮行為是一種普遍存在的文化現(xiàn)象。然而由于文化差異,不同國家間的禮品饋贈習(xí)俗也不盡相同。不了解收受方的文化和習(xí)俗的送禮行為會產(chǎn)生誤解與爭議。近年來許多國內(nèi)外學(xué)者針對送禮文化做了大量的研究。這些研究所涉及到的領(lǐng)域包括人類學(xué)、經(jīng)濟(jì)學(xué)、歷史學(xué)、大眾文化、心理學(xué)、社會學(xué)、社會工作以及女性研究。此外,一些研究學(xué)者也出版了若干關(guān)于禮物交換的書籍。他們已經(jīng)發(fā)現(xiàn)并仍在探究禮物交換這一極具吸引力和說服力的話題,并致力于把這些研究拓展到更加激動人心的領(lǐng)域。本文從跨文化交際的角度對比中西方文化價值觀,研究東西方文化價值觀差異對送禮行為的影響。文章從霍夫斯泰德的個人主義與集體主義文化維度理論切入,旨在闡述送禮行為在不同的文化價值國度尤其是在以儒家思想集體主義為主導(dǎo)的中國和以個人主義為主導(dǎo)的西方是如何表現(xiàn)的。在中國文化中,個人與他人之間存在著固有的聯(lián)系,并通過回報,情感,關(guān)系網(wǎng)來維護(hù)這種關(guān)系。中國的哲學(xué)思想很大程度上受儒家思想的影響,并強(qiáng)調(diào)人的行為要符合他們的社會角色來維護(hù)和諧的人際關(guān)系。禮物饋贈以及其他互惠交換在社會生活中起著重要的作用,尤其表現(xiàn)在維護(hù)、發(fā)展以及改善人際關(guān)系方面。近年來,許多中國學(xué)者致力于建立一種借鑒關(guān)系、人情、面子、報的基于中國本土范疇的淺析淺析框架。這種詳盡闡述的強(qiáng)調(diào)人際關(guān)系的視角將為送禮文化和社會交往的對比研究提供一些啟迪。與之相反,西方文化價值觀與東方存在著明顯的差異。西方的哲學(xué)和宗教里沒有“仁”和“禮”。西方所推崇的是個人主義。相比于集體主義文化的中國,在西方國家中,人們并不很注重關(guān)系、忠誠度以及群體利益。這種多碩博在線論文網(wǎng)化的價值觀勢必導(dǎo)致集體主義文化和個人主義文化交往中不同的送禮行為。最明顯的區(qū)別在于,在西方社會中,購買行為越來越以自我為中心,因此自我送禮行為也逐漸流行。自我送禮行為就是消費者自己給自己贈送禮物。在這種文化中,送禮的目的就是強(qiáng)化基于個人主義的自我概念。此外,本文還研究了西方背景下送禮行為演變過程中兩個主要的變化,即一些節(jié)日的商業(yè)化以及社會關(guān)系由以親人為主導(dǎo)演變?yōu)橛膳笥呀M成。本文采用對比研究策略這一研究跨文化交際的行之有效的策略。經(jīng)過逐項淺析淺析研究,文章最后部分得出結(jié)論,即無論是從傳統(tǒng)價值觀角度還是現(xiàn)代價值觀變遷,中西方文化價值觀差異對送禮行為均產(chǎn)生重要影響。

【Abstract】 The 21st century is an era of global economic integration which is often associated with cultural diversification. The phenomenon that economic integration and cultural diversification co-exist brings forward new challenges for people who engage in intercultural communication: both sides of communication tend to feel a strong cultural conflict and differences, such as verbal behavior, nonverbal behaviour. However, either communication model or behavior norms are restricted and tied by value, at the same time, they reflect the essence of value. Therefore, research on any cultural phenomenon may inevitably be started by studying the corresponding cultural values.Gift giving is a common courtesy observed in many cultures. However, because of cultural differences, the gift-giving customs in different cultures vary from country to country . Gift giving can be problematic when you don’t understand the culture and customs of the intended recipient’s homeland. A lot of studies at home and abroad have been made in recent years towards gift giving. Such researches are found in, but are undoubtedly not limited to, the fields of anthropology, economics, history, popular culture, psychology, sociology, social work and women’s studies. Moreover, scholars within these disciplines have produced several books pertaining to gift exchange. They have found, and continue to find that gift giving is a fascinating and compelling topic of study and strive to push its exploration into even more exciting directions. This dissertation, from the perspective of cross-cultural communication, makes a contrastive analysis of Chinese and western cultural values, attempts to study the impact of cultural value on gift giving behaviours. The paper based on Hofstede’s cultural dimension—individualism and collectivism, aims to illustrate how gift-giving behaviour works and differs across cultural values; specifically, in the Confucian collectivistic nature of China, and the individualistic nature of the West.In the Chinese culture, an individual is inherently connected to others and fosters relationships through reciprocity, sentiment, and kinship network. Chinese philosophical thought is largely influenced by Confucianism and emphasizes that people should align their behaviour with their social roles to maintain harmony in interpersonal relationships. Gift giving and other reciprocal exchanges play a leading role in social life, especially in maintaining, reproducing, and modifying interpersonal relations. A number of Chinese scholars have recently made efforts to establish an analytic framework based on indigenous Chinese categories, drawing on guanxi (personal net works), renqing (moral norms and human feelings), mianzi (face), and bao (reciprocity). This explicitly defined Chinese perspective, which emphasizes the importance of interpersonal relations, should provide insights for a comparative study of gift giving and social exchange.In contrast to that, western value concepts are quite different from those of Chinese. Ren and Li find no place in the western philosophy and religion. What is highly valued in the West is individualism. Ties between individuals are therefore much looser, the level of loyalty is lower and the conformity with the group is less important in the western countries than in collectivistic cultures such as China. These diversified values thus lead to the differences in gift giving between individualistic and collectivistic cultures. The most distinguishing difference is that purchasing in western society is becoming more and more self-centred and that in this context self-giving has become more widespread. In self-gifting, consumers give to themselves. In such cultures, the purpose of gift giving is to reinforce an individual-based self-concept. In addition, two major shifts in western background have happened concerning the gift giving that will be discussed in my study: 1.The rapid commercialization of holidays. 2. The social networks have shifted from being primarily dominated by kin to being primarily made up of friends.This dissertation employs a comparative method which is an effective way in achieving successful intercultural communication. After a thorough analysis, this paper comes to a conclusion that different cultural values have great influence on the gift giving behaviours either from the traditional value or modern shift.

【關(guān)鍵詞】 文化價值觀； 送禮； 個人主義； 集體主義； 關(guān)系；
【Key words】 Cultural Value； Gift Giving； Individualism； Collectivism； Relationship；

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  本文關(guān)鍵詞：中西方文化價值觀差異對送禮行為的影響，由筆耕文化傳播整理發(fā)布。

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