文化匹配与数字赋能：数字时代文化传播的精准机制与扩散路径研究

Cultural Matching and Digital Empowerment: A Study on the Precision Mechanism and Diffusion Pathways of Cultural Communication in the Digital Era

摘要: 在数字化深度融合的当代语境下，提升文化传播效能的关键在于弥合文化内容供给与受众认知预期之间的结构性鸿沟。本研究以“文化匹配”与“数字赋能”为核心调节变量，构建了一个整合性分析框架，系统阐释文化传播的生效机制与可持续扩散路径。研究首先厘清了文化匹配的文化认知、生活方式与价值理念三个维度，进而通过问卷实验、脑神经实验与跨文化比较三项研究，系统检验了异化与归化价值策略对传播行为的影响，并揭示了文化匹配与数字赋能在其中的协同调节作用。研究发现：异化价值的传播效应高度依赖文化匹配作为“意义解码器”，而归化价值则更多通过数字赋能发挥“体验放大器”功能；二者共同构成“匹配–赋能”双轮驱动机制，推动传播行为从短期触达向长期认同演进。本研究为数字时代实现文化的精准传播、活态传承与价值提升提供了兼具解释力与操作性的理论参照与实践指引。

Abstract: In the era of deep digital integration, enhancing cultural communication hinges on bridging the gap between content supply and audience expectations. This study develops an integrated framework centered on “cultural matching” and “digital empowerment” as core moderators, systematically explaining how cultural communication works and spreads. It clarifies three dimensions of cultural matching—cognitive, lifestyle, and value-based—and examines, through three complementary studies, how foreignization and domestication strategies affect communication behaviors, highlighting the synergistic role of matching and empowerment. Findings show that foreignization relies on cultural matching as a “meaning decoder”, while domestication benefits more from digital empowerment as an “experience amplifier”. Together, they form a dual-driven “matching-empowerment” mechanism that shifts communication from short-term reach to long-term engagement. This offers both theoretical and practical guidance for precise, vibrant, and valued cultural dissemination in the digital age.