基于软实力构建的文化传播并不简单地表现为传统的思想教育、新闻宣传和各种对外文化交流活动。在全球化背景下,文化传播是一个相当复杂的过程,它不仅取决于文化自身的价值品质,而且与载体素质、传播路径以及竞争能力密切相关。因此,准确把握文化传播的内在特性,是开启文化软实力之门的一把钥匙。 Cultural communication based on soft power does not simply represent traditional ideological education, public information and all kinds of foreign cultural exchange activities. In the context of globalization, cultural communication is a rather complex process. It depends not only on the value quality of culture itself, but also on the carrier’s quality, the route of transmission and its competitiveness. Therefore, accurately grasping the inherent characteristics of cultural transmission is a key to opening the door to cultural soft power.