OnheConrassofToasCulurebeweenChineseandWesernCounries_开题报告

With the development of globalization, the communication between the Western and China becomes closer and closer. Both Chinese and Western people begin to regard wine as an important tool for communication, and therefore form their distinctive wine cultures. However, due to the cultural differences between China and Western countries, there are lots of differences in the wine culture of China and Western countries. The thesis will focus on these differences and analyze the reasons, so as to better promote the cross-cultural communications between China and Western countries.

1.1 Research in Western countries

Foreign scholars begin to focus on the wine and toast culture from the Winebibber Spirit and Dionysian Spirit. In modern period, there are also a lot of scholars analyze the wine and toast culture. The book Wine culture and heritage (2008) made a discussion on the role of wine in the history of civilizations, the development of quality standards, and vineyards as part of the heritage of a country. PE Mcgovern (2013) explores the comprehensive history and the origins of viniculture, and his opinion is that “As an evocative symbol of blood, wine became the focus of religious cults, pharmacopoeias, cuisines, economies, and society.” Also focusing on grape vine, Hannickel E (2013) holds it is important in the history of American wine culture, and concludes that “the history of wine culture reveals nineteenth-century Americans’ fascination with the relationship between nature and culture.”M Demossier (2013) analyzes the French wine culture from perspectives of terroir, ‘distinction’, taste and place. 

1.2 Research in China

There are a lot of scholars who focus on Chinese wine culture.Wang Ge (1998)studies alcohol bans in ancient China. Penguin Xianhong (2003) analyzes how wine culture is presented inChinese literature. 

From wine’s communicative functions, Du Li (2004) believes “Chinese people consider wine as a tool and hide their real intention behind wine while the people in the West think of wine as an artwork and they have the direct intention of wine-drinking.” Focusing on “drunken”, Yang Naiji (1994)reveals differences in people’ attitude toward “drunken”: Chinese people like to persuade others to drink until they are drunken, while Westerners like to drink a lot all by themselves, because their drinking capacity is better than Chinese in general. In Differences of Wine Culture between Chinese and Western, Rao Qingqing (2010) classifies the differences into material differences and spiritual differences. The former contains the preferences, containers for wine, while the latter contains rites and spiritual contents. 

Some literature begin to focus on the comparison of wine culture between Chinese and the Western. In Looking at Cultures From Wine, written by Xu Lijiao (2011), she points out that Chinese like to drink together and stress the atmosphere, while Westerners focus on personality, so they stress the quality and character of wine, and drink according to their own ability. Xiao Yan(2010) writes an essay Reflections of Differences Between Chinese and Western Culture in the Culture of Wine, andsheanalyzes the cultural differences in wine between China and America from the aspects of the origin of wine, the kinds of wine, and the way of wine. she points out that theses differences have close relationship with history, background and traditional customs between China and Eastern countries. L Jiang (2011) analyzes and compares the drinking culture between the East and the West, including the relation between the drinking culture and literature, art and wine games etc, pointing out that the difference of the drinking culture between the East and the West is actually a way of different thinking. 

Outline

1. Introduction of Toast Culture

1.1 Introduction of Toast Culture in China

   1.2 Introduction of Toast Culture in Western Countries

2. Contrasts of Toast Culture in China and Western Countries

2.1 Differences in Preference of Wine

2.1.1 The type of wine in China

2.2.2 The type of wine in Western Countries

2.2 Differences in the Toast Customs

2.2.1. Seat Order

2.2.2. Rule of Toast

3. Causes for the Differences of Toast Culture in China and Western Countries

3.1. Way of Thinking Concept : Collectivism and Individualism

3.2. Way of Emotional Expression: Indirect and Direct

4. Conclusion

3. References

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