PERCEPCIONES Y EMOCIONES DE LOS CHINOS SOBRE LA CULTURA CHINA Y ESPAÑOLA

Abstract

Culture shock is a widespread social phenomenon. With the revival of interactions between countries in the post-pandemic era and the development of information technologies, cooperation and exchange between Asia and Europe need more specific intercultural communication approaches. This study aims to uncover the processes of cultural shock and adaptation experienced by Chinese in Spain and by those who only know Spain through digital media. We examine the perceptions of 219 Chinese people from different social backgrounds on various aspects of Spanish culture and measure their psychological state in the face of culture shock by means of an Internet questionnaire. We use an empirical analysis method, within the quantitative research paradigm. The results show that age, gender, residence environment, educational level, experience abroad and cultural exposure are factors that are related to their perception of Spanish culture. At the same time, some of the aforementioned factors can also be linked to emotions when culture shock occurs. Therefore, optimizing cultural exchange and communication between China and Spain can be done in terms of content and communication channels, with specific strategies depending on the target audience.