对突发性“跨文化事件”的思考--“福娃事件”效应初探

In this study, we focused on the effect analysis of “Fuwa Incident”--the renaming incident of Beijing Olympic Mascot. Through investigation and anatomy of “Fuwa Incident”, this study confirmed that “Fuwa Incident” was essentially an emergent Cross-cultural Incident appearing in the world’s cross-cultural communication process. Conclusions from researches in networking, culture and economy: (1) Possible evolution trend of this emergent incident was well recorded by the search engine, Google, which indicated that both national and international net citizens had a good perception and a high attention to this incident. (2) Accurate understanding of esthetics and linguistics was the key to discovery of its cultural root. The internal (essential) reason why the Mascot’s translated name formally changed from the previous English word “Friendlies" to the present Chinese Pin Yin "Fuwa" was that “Friendlies” had great deficiencies in connotation (meaning), and the external reason was that the original entitling process had not enough virtual public participation. However, the renaming result seemed to stand for the Golden Mean. (3) This incident had direct effects on the profits of Olympic Economy, especially Mascot Economy, and had great effects on the market future of Olympic concessionary products and commercial advertisements related with the translated name, with a preliminary case study of Olympic bullion souvenirs. (4) Revelations: This incident indicated that there were some unharmonious factors needed to be eliminated in Olympic preparation process. Beijing Olympics should set a goal of “Harmonious Olympics”, which should be built to be an outstanding monument of the “New Long March” to building a harmonious socialist society in China.