Intercultural Communication Strategies in Cultural Reception: Language Use and Cultural Representation in a Case Study of Huaguang Ceramic

Abstract

This study uses Zibo Huaguang Ceramic Technology and Culture Co., Ltd. (Huaguang Ceramic) as an example of intercultural reception in the Chinese cultural industry and examines the language use and communication strategies of Chinese cultural companies in intercultural reception contexts. This study draws on the author’s own internship experience in the company, and on interviews with employees, presentation documents (PowerPoint) and texts from the company’s official website to analyze how Chinese ceramic culture is expressed, adjusted, and restructured in different communicative contexts. The study focuses on how employees who are facing international visitors from different cultural backgrounds, improve the effectiveness of intercultural understanding through methods such as language simplification, cultural interpretation, audience-oriented expression, and multimodal communication. Theoretically, the study integrates perspective from intercultural communication, focuses on communicative practices, discourse representation, and cultural differences in cross-cultural interactions. It proposes “meaning reconstruction” as a core analytical concept to explain the selective adaptation of cultural content in cross-linguistic transmission. The study suggests that intercultural communication is not a direct transmission of cultural meaning, but a dynamic process of continuous negotiation between cultural preservation and accessibility of understanding. At the same time, there are also differences between institutional texts and interactional discourse: the former emphasize cultural symbolism and identity construction, while the latter accords more importance to immediate comprehension and communicative effectiveness. By exploring the practices of Chinese ceramic culture communication, this study aims to contribute practical and theoretical insights to research on intercultural communication, international cultural industry exchange, and cultural receptions. 本文以华光国瓷为案例，探讨了中国文化企业在跨文化接待语境中的语言使用与 传播策略。本研究结合了作者本人在企业中的实习经历，以及员工访谈、展示材料 （PPT）和企业官网文本等，具体分析了中国陶瓷文化是如何在不同传播语境中被表达、 调整与重构的。研究重点关注在工作人员在面对来自不同文化背景的国际访客时，是 如何通过语言简化、文化解释、受众导向表达以及多模态沟通等方式，来提高跨文化 交流的理解效果的。 在理论层面，本文结合了跨文化传播、翻译研究与话语分析等相关理论，提出“意 义重构”作为核心分析概念，用以解释文化内容在跨语言传播中的选择性调整过程。研 究发现，跨文化传播并非文化意义的直接输出，而是一个在文化保留与理解可及性之 间不断协商的动态过程。同时，制度性文本与实际互动话语之间也存在明显差异：前 者强调文化象征与身份建构，后者则更注重即时理解与沟通效果。 本文希望通过对中国陶瓷文化传播实践的探索，为跨文化传播、文化产业国际交 流以及文化接待研究提供一定的实践与理论参考。