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本文在跨文化传播的语境下解读北京奥运的象征符号,以符号学的视角加以诠释。跨文化交流的主要动因来自对“他者”的认知需求,北京奥运的象征符号体现了跨文化的差异性。在一定意义上,“神话”是对象征符号内涵意义的挖掘,并代表了二元对立的结合或象征意义上的和谐。北京奥运的象征符号在设计和传播上注重跨文化的接近性,其视觉性、直观性、易读性、多元性增加了传播符号的辐射性与易延伸性,并由此加强了跨文化说服的可能。
This article interprets the symbols of Beijing Olympic Games in the context of intercultural communication and interprets them from the perspective of semiotics. The main motivation for intercultural communication comes from the cognitive needs of the “Other”. The symbols of the Beijing Olympic Games embody cross-cultural differences. In a certain sense, “myth ” is the excavation of the connotation of the symbol of the object and represents the combination of binary opposition or symbolic harmony. Symbolic symbols of the Beijing Olympic Games focus on intercultural proximity in the design and dissemination, and their visualization, visualization, legibility and diversity increase the radiological and extensibility of the symbols of communication and thus enhance cross-cultural persuasion Possible.