A Study on Discourse Construction in the External Dissemination of Sea Salt Culture

Abstract

Yancheng, as an important birthplace and core area of Chinese sea salt culture, boasts a long and rich history of sea salt culture. However, with the deepening of globalization and increasingly frequent cultural exchanges, Yancheng's sea salt culture is also facing numerous challenges and difficulties in its external dissemination, including the immature communication discourse system and monotonous narrative methods. As a result, it is urgent to enhance its international dissemination power, influence, and recognition. The thesis relies on multi-modal discourse analysis theory and cross-cultural communication theory to construct its research framework. Besides, it Analyses the current situation of the external dissemination of Yancheng sea salt culture, including communication resources and carriers, communication modality and effect. Furthermore, the thesis also explains discourse construction strategies for external communication, which covers refinement of core discourse themes, multi-modal discourse collaborative construction, and cross-cultural narrative innovation. Finally, practical paths and policy suggestions are proposed to promote the external dissemination.

Keywords: Sea salt culture, Discourse construction, External dissemination

DOI: 10.7176/JLLL/108-07

Publication date:December 31^st 2025