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1、The Cultural Differences between Chinese and Western Gift-giving in Intercultural Communication海南大学毕业论文中文题目: 跨文化交际中的中西方送礼文化差异 英文题目: The Cultural Differences between Chinese and Western Gift-giving in Intercultural Communication 学 号: 20150936310231 姓 名: 顾 思 年 级: 2015级 学 院: 外国语学院 系 别: 商务英语 专 业: 商务英语 指

2、导教师: 秦美卉 完成日期: 2019 年 4 月 27 日 14AbstractAs one of the important means of social activities, gift-giving behavior is not only the need of interpersonal communication, but also an important way to enhance the feelings of both sides. This paper introduces the differences in gift-giving behaviors betwe

3、en Chinese and Western countries under the influence of different cultural values, and outlines the mainstream cultural values of Chinese and Western countries and their gift-giving purposes. In Chinese gift-giving culture, based on Chinese Confucianism, the focus is on the influence of gift-giving

4、in Chinese “Li” culture, “face” culture and “human feeling” culture. In Western gift-giving culture, based on the “gift exchange theory” from Mauss, the focus is on the expression of gift-giving in the primitive society of Western countries. Finally, this paper the paper summarizes the different gif

5、t-giving cultures in China and the West, and affirms the impact of cultural values on gift-giving behavior. In the current and increasingly frequent intercultural communication, only by deeply understanding the cultural values of both parties and the cultural differences between the two parties can

6、we better achieve the purpose of communication.Keywords: intercultural communication; gift-giving; difference; cultural value摘 要送礼行为作为社交活动的重要手段之一，不仅是人际交往的需要，也是增进双方感情的重要方式。本文介绍了中西方国家在不同的文化价值观影响下产生的送礼行为的差异，概述了中西方国家的主流文化价值观及其送礼目的的差异。在中国的送礼文化部分，基于中国的儒家思想，重点探讨了送礼在中国的礼文化、“面子”文化和人情文化中的影响。在西方送礼文化部分，基于Mauss的

7、“礼物交换理论”重点论述了送礼在西方国家原始社会的表现形式。最后，本文分别总结了中西方不同的送礼文化，肯定了文化价值观对送礼行为产生的影响。在跨文化交际越来越频繁的当下，只有深入了解双方的文化价值观以及送礼文化差异，才能更好的达到交际目的。关键词: 跨文化交际；送礼；差异；文化价值观ContentsAbstractI摘 要II1. Introduction12. Literature Review12.1 Culture and Value12.2 Gift and Gift-giving22.3 Art of Gift-giving23. Chinese Cultural Values an

8、d Gift-giving33.1 Chinese Culture Values33.1.1 Confucianism33.1.2 Li Culture43.2 Gift-giving in China53.2.1 Human Feelings in Chinese Modern Society53.2.2 Face in Chinese Modern Society53.3 Relationships between Chinese Cultural Values and Gift-giving63.3.1 Li Culture and Gift-giving63.3.2 Human Fee

9、lings and Gift-giving73.3.3 Face and Gift-giving74.Western Cultural Values and Gift-giving74.1 Western Cultural Values84.1.1 Individualism84.1.2 Humanism84.2 Gift-giving in the West94.2.1 Gift-giving in Primitive Society94.2.2 Gift-giving in Modern Society105. Conclusion10References12Acknowledgments

10、141. IntroductionWith the rapid development of society and the advancement of economic globalization, the communication between governments has continued to deepen, and Intercultural communication has become a prominent feature of the moment. Today, as cross-cultural communication becomes more frequ

11、ent, exchanges all over the world are constantly close. People accept different educations and have different cultural values. When they communicate, they may cause misunderstandings. Understanding cultural differences can help people avoid conflicts.Gift-giving has been a common cultural phenomenon

12、 in many countries, it has been a very important way to express emotions in interpersonal relationship. The increase of intercultural communication makes people urgently need to understand the meaning of gift-giving behavior in different cultures to promote the progress of intercultural communicatio

13、n successfully. In addition, China which is dominated by collectivism and western countries that advocate individualism, causing conflicts and misunderstandings are easier in gift-giving behaviors that affected by different values. Knowing the cultural differences between Chinese and western gift-gi

14、ving behavior can help people recognize different cultural values, improve the sensitivity of intercultural communication, and achieve intercultural communication.2. Literature Review2.1 Culture and ValueCulture is a very broad concept. Culture is a long-established morality and literacy in social l

15、ife. From a historical perspective, culture is the most powerful proof of a history, and it is also the spiritual wealth of mankind.Culture consist of pattern, explicit and implicit, of and for behavior acquired and transmitted by symbols constituting the distinctive achievement of human groups, inc

16、luding their embodiments in artifacts; the essential core of culture consists of traditional ideas and especially their attached values; culture systems may, on one hand, be considered as products of action, on the other as conditioning elements of further action. (Kluckhohn, 1967)“Value is not the

17、concept of object being evaluated, but the concept of the relationship between subject and person” (Kimono, 1989). Value is a symbol of this relationship. The theory of relativity holds that all human-related values are rooted in its unique historical culture, and these value judgments may only have

18、 local and temporary significance. However, since people accept similar cultural education and conveyed similar values, people always make similar value judgements and value orientations. Therefore, value have universal significance. Culture is produced along with human civilization and has long exi

19、sted in human life. Value is the embodiment of the need in human relationships. Culture exists before value and implies value, value always exists in culture and affects culture. Culture and value form a unique way of life in this cultural environment, and then develop their own cultural values. Und

20、erstanding cultural values can help to understand behaviors of people in this environment.2.2 Gift and Gift-givingGift is an article that exchange between people in order to express blessing or to show friendship in interpersonal communication. But a gift is not necessarily an actual item, it also c

21、an be an act or a thing. A gift is a carrier for the giver to convey information, emotions and willingness to the receiver. The purpose is to please the other party, or to express respect and gratitude. Gift-giving has been a common social behavior in human society since ancient times, and existed i

22、n all periods and regions of human society. As people continue to give gifts more new meanings, gift-giving has become a process of high-context communication. A special gift can express a special desire or deliver a special message to both the giver and the receiver. In short, gift-giving has becom

23、e an indispensable social form.2.3 Art of Gift-givingIn order to achieve the purpose of giving gifts, it is important to know what to send, when to send, and how to send it. The same gift may have different symbolic meanings in different cultural contexts, this requires understanding of the customs

24、taboos in different regions of different countries. Choosing a gift that conforms to the customs and habits of the recipient can effectively achieve the purpose of giving gifts, as well as expressing respect.In fact, a satisfactory gift need to consider the others preferences and the symbolic meanin

25、g of the gift. When choosing a gift, people should not only consider the price of the gift, but also consider the artistry, commemorative and symbolic meaning of the gift. Only the right gift is given to the right person can achieve the purpose of giving gifts. Gift-giving is a special art. It not o

26、nly reflects the culture and aesthetics of the giver, but also reflects the degree of understanding and relationship of the giver to the recipient.Gift-giving should also pay attention to time, place and occasion. The timeliness of the gift is very important, it is also important to give the right g

27、ift at the right time. Especially in some festivals, such as Christmas, Valentines Day, Chinese New Year and so on. Pay attention to attitudes, movements and language expressions when giving gifts. Friendly and generous expression will make the recipient more affectionate. Youd better explain the me

28、aning, use and blessing when introducing gifts, and should not emphasize the actual price of the gift. Cultural differences in cross-cultural communication are everywhere, and understanding the art of gift-giving can effectively achieve the purpose of gift-giving.3. Chinese Cultural Values and Gift-

29、giving3.1 Chinese Culture Values3.1.1 ConfucianismConfucianism founded by Confucius is the most influential school in China and the mainstream consciousness in ancient China. Confucianism maintains “rule by rites,” advocates “rule by virtue,” and attaches importance to “rule by man.”“Rule by rites”

30、refers to a set of social norms and ethics that maintain the rank of the nobility, including political systems, social and family ethics and ceremonies, etc. Confucius advocated “rule by rites,” demanding that the ruling class and the people perform their duties and abide by the ritual system in ord

31、er to consolidate the internal order of the ruling class and rule the people more effectively. Only when the rank order is stable can the country be stable. “rule by virtue” advocates using morality to influence educators. Confucianism believes that no matter whether human nature is good or evil, mo

32、rality can be used to influence educators. Firstly, “rule by virtue” requires the ruler group should lead by example, pay attention to self-cultivation and diligence, and give full play to the moral influence. Secondly, it attaches importance to the moral education of the people.“Rule by man” attach

33、es importance to the specialization of people, attaches importance to the possible moral development of people, and values the compassion of people. “The rule by virtue” emphasizes the process of enlightenment, while the “rule by man” emphasizes the devotee itself and is a sage politics.The core of

34、Confucianism is “Ren” and “Li.” “Ren” is pursuing benevolent government with “love,” so that members of society can enjoy the right to life and happiness. Confucius regards “benevolence” as the highest moral principle, moral standard and moral realm. He first integrated the overall ethics into one,

35、forming an ethical structure with “benevolence” as the core. “Li” is to establish a moral order of society by means of moral education, so that members of society have a stable moral recognition and moral orientation for their social status. The members of the society have no need to rebel, and ther

36、e is no sense of rebellion. The society can last forever.3.1.2 Li CultureChina is known as the “old civilization” and “state of etiquette.” “Li” is the core element of Chinese culture. During the historical evolution of 5,000 years, “Li” strongly influenced and restricted the Chinese peoples thought

37、s and actions. “Li” originated from the material exchange of primitive society, people often say, “it is impolite not to reciprocate.” The “Li” culture has become peoples consciousness, which has penetrated into peoples psychological and behavioral activities and has become the cultural characterist

38、ics and basic representation of the Chinese nation. “Li” is accompanied by Chinese history and Chinese culture. First of all, “Li” is a kind of attitude from the heart to respect and respect for others. Secondly, “Li” is to express respect and respect to ones own person through certain actions. Thro

39、ugh the ritual of diversity, “Li” shows respect, love and attention to people. “Li” is also an item used to express congratulations or respect. As a quintessence of traditional culture, the “Li” culture and “rule by rites” have great influence on promoting the stability and prosperity of the society

40、 at that time.3.2 Gift-giving in China3.2.1 Human Feelings in Chinese Modern SocietyThe culture of human feelings is one of the traditional cultures of China. It refers to the culture formed to protect the relationship between people. It is expressed as the gift-giving of each other to maintain this

41、 relationship. Expanding to social interaction, it is a means of expanding contacts and wooing superiors, and easy to breed corruption. Human feeling is a specific category of moral philosophy in Confucianism, it is an important method principle that reflects Confucianism and Chinese ethical culture

42、 and deals with various ethical relations. Confucian “human sentiment” is based on blood relatives and is generally applicable to the field of social relations. The closed farming economy in China for nearly two thousand years has provided a natural soil for the survival and development of “human fe

43、elings.” becoming a unique Chinese-style “human sentiment” culture. The reason why China has become a typical human society is that in Chinas collectivist culture, people are used to understanding the classes, companies and even countries in the family category, which leads to a large number of emot

44、ional and instrumental relationships in China.3.2.2 Face in Chinese Modern Society“Face” is interpreted as “the social status or prestige that an individual has achieved in society.” “Face culture” is an important part of Chinese traditional culture. It is infiltrated into the behavioral habits of C

45、hinese people and has strong vitality. As a unique cultural psychological phenomenon of Chinese people, “face culture” has greatly affected the daily social life of Chinese people. The symbolic function, social exchange function and social control function of “face” not only regulate the mutual rela

46、tions between Chinese people, but also contribute to the harmony and stability of society. It is not a bad thing to value “face.” It is normal to properly “face” because face represents decent, personality, and even dignity, so Lu Xun calls it “the backbone of the Chinese.” There are many people in

47、history who have always been loved and respected by the people because they have preserved the “face” of the individual or the country. but nowadays, “Face culture” has penetrated into peoples daily life through various channels. It is corroding peoples moral soul, destroying their moral growth proc

48、ess, and more seriously affecting their character and personality development.3.3 Relationships between Chinese Cultural Values and Gift-giving3.3.1 Li Culture and Gift-givingThe correct concept of gift-giving is a very important meaning in the intercultural communication as the embodiment of the “Li” culture. It is connected with the “Li” culture a