川盐文化传播的创新模式:文化认知结构重构的研究

川盐文化传播的已有研究大多集中在最外层的物质层面和心物层面,缺乏对其深层的心理层面及传播受众的研究,许多受众仅停留在对川盐文化表层的认识,对其深层及其精髓没有深刻的认识,使川盐文化对个体生活的影响和作用没有得到充分发挥。从川盐文化的心理层面、文化认同及文化认知结构入手,通过了解文化受众原有的文化认知结构的特性并加以利用,对川盐文化知识结构重建,促进文化受众的文化认知结构发展,以达到文化认同,可使受众积极、主动接受与吸收川盐文化,促进川盐文化得到更广泛深入的传播。

The Innovative Mode of Culture Communication of Sichuan Salt:A Study on the Reconstruction of Cultural Cognitive Structure

Most of the research on the communication of Sichuan salt culture focuses on the material level and the psychology level of the outermost layer. It lacks the research on its deep psychological level and the audience. Many audiences only stay on the surface of the Sichuan salt culture. The deep layer and its essence have not been deeply understood, and the influence and effect of Sichuan salt culture on individual life have not been fully exerted. Starting from the psychological level, cultural identity and cultural cognition structure of Sichuan salt culture, through the understanding and the utilizing of the characteristics of the cultural cognition structure of the cultural audience, the paper rebuilds the knowledge structure of Sichuan salt culture and promotes the cultural cognition structure of cultural audience to achieve cultural identity, enable the audience to accept and absorb the Sichuan salt culture actively, and promote the spread of the Sichuan salt culture deeply and broadly.