A Study of Chinese Culture Transmission in Cross-Border E-Commerce English Network Live Streaming

在全球化背景下，跨境电商的网络直播不仅仅是商品交易的平台，更是文化交流和传播的场所。本文结合跨境电商直播与文化传播，从话语建构主义的角度对直播进行内容分析，探究了主播与用户的话语实践及交流策略，并根据定量分析结果总结出网络直播中的中国文化元素分布特点。研究发现，中国文化通过海外电商平台传播的广度与多样性显著提升，但直播领域的中国商品文化内涵呈现仍显不足。最后，本文提出了促进跨文化理解和交流的新方法，以期为中国文化在海外网络平台的传播提供新思路和新途径。Against the backdrop of globalization, network live-streaming in cross-border e-commerce is not only a platform for commercial transactions, but also a place for cultural exchange and dissemination. This study integrates cross-border e-commerce live-streaming with cultural communication, analyzing streaming contents through the lens of discursive constructivism. It systematically examines the interactive discourse practices and communication strategies between hosts and users and summarizes the distribution characteristics of Chinese cultural elements within live-streaming sessions based on the results of quantitative analysis. Research findings indicate that the dissemination of Chinese culture through overseas e-commerce platforms has significantly expanded in both breadth and diversity. However, the presentation of cultural connotations in Chinese products within live streaming remains insufficient. Finally, the research proposes innovative approaches to enhance intercultural comprehension and dialogue and offers new ideas and new ways for disseminating Chinese culture on overseas digital platforms.