对外出版如何驾驭跨文化语境--从辜鸿铭蒋彝看中国出版走出去

摘要

In the process of cultural communication between diverse nationalities and countries , which possess different languages, lifestyles, thingking-ways and customs, particular context atmosphere-cross-culture context is produced inevi-tably.When encountering unavoidable cross-culture context, Ku Hung-Ming and Chiang Yee made the most of their own ad-vantages and strategies , pushed forward the publishing and cultural communication between China and the West effec-tually, showing much valuable enlightenment to modern publishing movements towards foreigners , such as publishers should own sturdy cultural self-awareness , apply the cultural adaptation theory tactfully , have attitude of tolerance in mind and keep the spirit of innovation .Therefore, if modern publishers can try out what're referred next well,handle cross-cultural context ingeniously , they can perform well in the publishing movements towards foreigners: keeping national self-confidence and sense of pride;improving content quality of works;having the aid of external power and hot media to marketing works;co-establishing top-level translation institute;studying excellent experience from nations whose publishing industry develops enough maturely .%具有不同的语言生活方式、思维方式和不同的风俗习惯的各个民族或国家，在文化交流和沟通过程中必然产生独特的语境氛围---跨文化语境。面对无法回避的跨文化语境，辜鸿铭与蒋彝充分利用自己的优势和策略，有效地促进了中西出版和文化交流，给现代对外出版活动提供了很多有价值的启示，如出版人应当拥有坚定的文化自我意识，巧妙运用文化顺应理论，胸怀包容的心态和保持创新精神。为此，现代出版人如果巧妙驾驭跨文化语境，保持民族自信心和自豪感，提升作品内容品质，借助外力和热媒介推介作品，共建顶级翻译机构，向出版业发达国家学习等，便能在对外出版活动中游刃有余。