跨文化传播视角下中国饮食符号的解构与重构——以北京烤鸭为例

Deconstruction and Reconstruction of Chinese Dietary Symbols from a Cross-Cultural Communication Perspective—Taking Beijing Roast Duck as an Example

摘要: 饮食是人类生存的基础，而饮食文化的传播更是国家形象与文化软实力的重要体现。在全球化趋势下，中国美食“出海”已成为提升中国国际传播效能的重要路径。由于中西饮食文化在认知、审美及符号意义的解读上存在显著差异，中国美食在国际传播中经常面临“文化折扣”与符号误读的现象。本研究从跨文化传播理论、符号学与心理学视角，选取极具知名度的中国饮食符号——“北京烤鸭”作为分析对象，深入解析其在国际传播过程中的符号编码、解码机制、受众心理、面临的现实困境及其应对策略。研究发现，北京烤鸭的国际传播经历了一个从“猎奇”到“日常化消费”，再到“文化体验载体”的符号重构过程。中国饮食符号的国际传播应从单一的味觉及感官推销转向更深层次的文化叙事，利用数字媒体进行视觉符号的重构，并注重在地化适应，进而实现从“舌尖”到“文化”的中国美食文化与国家形象国际传播的提升。

Abstract: Diet is the foundation of human survival, and the dissemination of dietary culture is also an important manifestation of a country’s image and cultural soft power. Under the trend of globalization, the “going global” of Chinese cuisine has become an important path to enhance the effectiveness of China’s international communication. Due to the significant differences in cognition, aesthetics, and interpretation of symbolic meanings between Chinese and Western dietary cultures, Chinese cuisine often faces phenomena such as “cultural discount” and symbol misinterpretation in international dissemination. This study, based on cross-cultural communication theory, semiotics, and psychology perspectives, selects the highly renowned Chinese dietary symbol—“Beijing Roast Duck” as the analysis object, deeply analyzing its symbol encoding, decoding mechanism, audience psychology, faced practical difficulties, and coping strategies in the “going global” dissemination process. This study finds that the international dissemination of Beijing Roast Duck has undergone a symbolic reconstruction process from “curiosity” to “daily consumption”, and then to “cultural experience carrier”. The international dissemination of Chinese dietary symbols should shift from simple taste and sensory promotion to deeper cultural narration, utilize digital media for visual symbol reconstruction, and pay attention to local adaptation, thereby achieving the enhancement of Chinese cuisine culture and national image international communication from “tongue” to “culture”.