文化适应与文化折扣：云南白族扎染的跨文化传播及


	发展策略探析

doi:10. 3969 / j. issn. 2096-2266. 2026. 03. 017

大理大学学报 ›› 2026, Vol. 11 ›› Issue (3): 122-.DOI: 10. 3969 / j. issn. 2096-2266. 2026. 03. 017

• 国际交流-海外教育 • 上一篇

文化适应与文化折扣：云南白族扎染的跨文化传播及

发展策略探析

骆瀚文

云南师范大学云南华文学院国际中文教育学院

出版日期:2026-03-15 发布日期:2026-04-01
作者简介:骆瀚文，博士研究生，主要从事国际中文教育及中华文化国际传播研究。
基金资助:
广西哲学社会科学研究年度课题（25TYF407）

Between Cultural Adaptation and Cultural Discount: A Study on the Cross-Cultural Communication and

Development Strategies of Yunnan Bai Tie-Dye

Luo Hanwen

School of International Chinese Language Education, Yunnan Chinese Language and Culture College, Yunnan Normal University

Online:2026-03-15 Published:2026-04-01

摘要/Abstract

摘要：

云南白族扎染是一种传统技艺非物质文化遗产，在跨文化传播过程中展现了高度的文化适应，具体表现为其具有独特

的民族印记、与其他文化共通的文化符号和技艺上的可复制性。然而，在跨文化传播过程中，云南白族扎染因以市场需求为导

向、缺乏系统的数字传播策略及不恰当的翻译，面临着文化折扣的困境。为此，首先需构建线上线下一体、内外宣联动的跨文

化传播体系，其次应进一步优化跨文化话语的呈现方式，将云南白族扎染跨文化语境的文化叙事由宏观视角转向微观视角；最

后利用人工智能技术，赋能云南白族扎染的数字多模态传播，以此实现海外受众的文化认同。

关键词:

跨文化传播, 云南白族扎染, 文化适应, 文化折扣

Abstract:

Yunnan Bai ethnic group's tie-dye, a traditional craft and intangible cultural heritage, demonstrates a high degree of

cross-cultural adaptability in the process of cross-cultural communication. This is specifically reflected in its unique ethnic imprints,

cultural symbols shared with other cultures, and technical replicability. However, Yunnan Bai ethnic group's tie-dye encounters

challenges in cross-cultural communication, including cultural devaluation driven by commercialization, a lack of systematic digital

communication strategies, and inadequate translations. To mitigate these issues, it is essential to establish an integrated cross-cultural

communication system that bridges online and offline channels and coordinates both domestic and international promotional efforts.

Furthermore, it is necessary to optimize the presentation of cross-cultural discourse and shift the cultural narrative from a macro-level

perspective to a micro-level perspective. Finally, artificial intelligence technologies should be leveraged to facilitate the digital multi

modal dissemination of Yunnan Bai ethnic group's tie-dye, thereby fostering cultural identification among overseas audiences.

Key words:

cross-cultural dissemination, Yunnan Bai ethnic group's tie-dye, cultural adaptation, cultural discount

骆瀚文.

文化适应与文化折扣：云南白族扎染的跨文化传播及

发展策略探析

[J]. 大理大学学报, 2026, 11(3): 122-.

Luo Hanwen.

Between Cultural Adaptation and Cultural Discount: A Study on the Cross-Cultural Communication and

Development Strategies of Yunnan Bai Tie-Dye

[J]. Journal of Dali University, 2026, 11(3): 122-.

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文化适应与文化折扣：云南白族扎染的跨文化传播及

发展策略探析

Between Cultural Adaptation and Cultural Discount: A Study on the Cross-Cultural Communication and

Development Strategies of Yunnan Bai Tie-Dye

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文化适应与文化折扣：云南白族扎染的跨文化传播及

发展策略探析

Between Cultural Adaptation and Cultural Discount: A Study on the Cross-Cultural Communication and

Development Strategies of Yunnan Bai Tie-Dye