通过对上海迪士尼乐园的实地调查、内容分析和比较研究，本文旨在探讨上海迪士尼乐园体现了迪士尼的哪些跨文化传播理念及策略。在研究时以球土化理论为框架，在实地调查和资料分析时，针对乐园中的主题园区和游乐项目，从美国元素和中国元素两个维度进行考量。同时，选取了自上海迪士尼乐园立项到开园后的外媒报道，通过词频统计和内容分析重点研究迪士尼在政治层面的转变和举措。此外，对东京、巴黎、香港、上海这四座海外迪士尼乐园的传播策略进行纵向、求同和求异比较。经过综合分析后发现，上海迪士尼乐园在文化、技术和政治这 三个层面使用了跨文化传播策略，体现了作为主文化的美国文化对中国文化的借 鉴，以及作为客文化的中国文化对美国文化在一定程度上的征服。其中，在文化层面通过添加本土元素、文化转换和文化杂糅这三种方式，来降低文化折扣，避免文化冲突，实现多元文化的融合。在技术层面，出现了“技术辅助内容”、“技术 引领内容”和“技术与内容并进”这三种模式，为迪士尼动画电影 IP 的本 土化供支撑，游乐项目互动性的提升也让美国文化进一步全球化传播。在政治层面，迪士尼公司通过与上海政府建立伙伴关系，转变经营理念及态度，为迪士尼文化进驻中国市场奠定了基础。随着全球化和全球治理的深入，海外迪士尼乐园的传播策略也相应发生变化，体现了美国与其他不同文化体之间的关系。在此基础上，本文还对迪士尼乐园未来的传播策略，从文化主题、项目形式、目标受众和全产业链这四方面进行趋势分析。本文认为，文化差异不可避免，跨文化传播将出现更多不同文化相互融合、共生共存的文化形态，且文化形态是不断变化的，不同文化体之间的关系也会因为世界格局的改变而改变。无论是对跨国企业，还是对一国家和地区而言，在借鉴他国优势文化和传播本土文化的同时，探寻符合全人类价值观念的文化内核，或将成为建立文化软实力的关键。

The thesis shows the transcultural communication concept and strategy of Shanghai Disneyland through field survey, content analysis and comparative approach. By depicting four distinct characteristics of Shanghai Disneyland via the dimension of American culture and Chinese culture based on the theory of glocalization, the thesis figures out that the theme park used combined strategies in cultural, technical and political levels. Shanghai Disneyland symbolizes that American culture, which is the home culture, learns from Chinese culture, which is the host culture, and Chinese culture dominates American culture to some extent. It shows the importance of cultural integration by blending elements of Chinese and western culture, with the help of combination of technology and culture and under the partnership with Chinese government. On this basis, the thesis shows the trend of Disney’s communication strategy from the aspect of cultural theme, technical innovation, target audience and industry chain. What’s more, the thesis finds that with the penetration of globalization, the strategic adjustment in cultural communication indicates the changing relation between western culture and the others. More and more cultural patterns such as cultural blending and hybridity are going to emerge, due to the inevitable cultural differences, which may change the global communication system dominated by the west in the past. No matter for transnational corporations or other cultural organisms, using transcultural communication concept and strategy while pursuing a global value is expected to be the key to strengthening soft power.