中西方酒文化差异及其原因探析

Analysis of Chinese and Western Cultural Differences and the Reasons for Wine

Author：Lan Xiaoyong

Abstract：

The wine，which plays an important role in the daily life, is familiar to human beings. People’s life becomes colorful with it. Regarding to the wine culture, there exists difference between China and the western countries. Duing to the living environment, historical background, values, thinking patterns and differences in education ,there are many different styles, a variety of national identity between eastern and western countries in wine cultures. Cultural differences are important factor which restrict to communication between Chinese and foreigners. Owning a little knowledge of Western culture, or lacking the necessary understanding of the eastern and western countries in wine cultures the People will encounter many problems during their communication process, even more it will cause misunderstandings or an awkward position among people. Therefore, understanding the differences between different cultures, in particular, understanding the differences between chinese and western wine culture will contribute to people to have the smooth conducttion about cross-cultural communication .It also has a certain practical significance to the foreign cultural exchanges. Also,it conforms to the historical trend of development,and the general requirements of building a harmonious society.

Key Words

chinese and western, wine culture, differences in performance, the reasons

中西方酒文化差异及其原因探析

作者：蓝小荣

摘要：

我们对于酒是非常熟悉的，酒在人们的日常生活中起着不可替代的作用，有了它人们的生活变的多姿多彩。关于酒文化，由于生活环境、历史背景、价值观念、思维模式和教育的差异等的不同 , 中西方 甚至国与国之间 的酒文化呈现出风格迥异、丰富多彩的民族特性。文化差异是制约中国人与外国人进行交流的重要因素。对于中西方文化知之甚少或是缺乏必要了解，在交际过程中就会遇到许多问题，甚至造成误解或使双方处于尴尬境地。因此，了解不同文化之间的差异，特别是了解中西方酒文化的差异有助于跨文化交际的顺利进行，对中外文化交流有一定的现实意义。同时，也顺应了历史的潮流，符合构建和谐社会的总体要求。

关键词: 中西方 ， 酒文化 ， 差异表现， 原因

Contents

1. Introduction……………………………………………………….…………………..1

2 .The Review of Wine Cultrue of Chinese and Western Countries

….………………………….…………..1

2.1 The Definition of Wine Culture

……………………………………….…………..2

2.2 Research Results of Wine Cultrue at Home and Broad……………………………………….……………….. 2

3. Specific Performance of Different Wine Culture Between China and Western

………………………..4

3.1 Chinese and Western Differences in Terms Relating to Wine…………………………………………..4

3.2 Differences in Drinking Habits Between Chinese and Western Countries……………………………………………………………………….6

3.3 Differences Drinking Etiquette Between Chinese and Western Countries

…………………………………………………………………………………7

3.3.1 Chinese drinking etiquette

……………………………………………………………………………7

3.3.2 Western drinking etiquette

…………………………………………………………………………..8

3.3.3 The Types of Wine in Western

………………………………………………………………8

3.4 Differences Drinking Purposes Between Chinese and Western Countries

…………………………………………………………….9

3.4.1 The West is to drink for wine.

………………………………………………………..9

3.4.2 Chinese wine is used as a tool of communication.

……………………………………………..9

.

4. Reasons Caused the Differences of Wine Culture Between Chinese and Western Countries

………………………………………..10

4.1 Differences in People's Way of Thinking in Cinese and Wstern

…………………………………….10

4.2 Perspective of Differences in Chinese Values and Western Value … 11

…………….

4.3 Differences in Cultural Patterns

……………………………………………………………………..12

5. Conclusion……………………………………………………………………………..13

References………………………………………………………………………………..14

Acknowledgements………………………………………………………………………1

1.Introduction

The wine as an objective substance in the world is in the shape of water but it has the character of fire. It will brighten the bright and fool the fool. People, such as the emperors, the heroes, the liberators, the ordinary people, the beggars and the like, all like it since it appeared. People no matter in China or in western countries all have the habit of drinking wine. They regard drinking wine as an indispensable part of life. Chinese civilization run a long history, Western culture is full of fantastic . Especially the wine culture of chinese and western countries which is a theme that is worthy of investigating during the cultural exchange between chinese and western people. Today's world is an intertwined or communicate with each other world. As the development of economy , the communication between chinese and western countries continues to be more and more closer. However, facing to the problem that the cultural differences have brought many obstacles to people from different ethnic and also will affect our effective communication and cooperation. Especially today is the era of etiquette, different customs or different cultures will bring some people into Communication embarrassment. Therefore, as one part of chinese and western cultural differences , chinese and western cultural differences of wine is worthy of us to explore. Understanding the differences between chinese and western wine culture will help us to understand the underlying causes of these differences better.

Yet an obvious point in this essay is that I either put my effort on the chinese and western cultural differences of wine or make a the analysis of causes of this differences. The principal method used in this essay is contrastive analysis, because contrast is one important and effective approach to get the essence of two similar matters. The whole thesis is made up of five parts. Besides introduction and conclusion, the other three parts are the body and soul of the thesis. The introduction mainly introduces the purpose of the thesis, its focus and angle, its writing method, etc. The second part is the review of wine cultrue of chinese and western countries. The third part, the core of the essay concentrates on the analysis of differences between chinese and western countries. After it, the fourth part mainly discusses the underlying causes of these differences . At last, a conclusion is drawn naturally in the fifth part.

2. The Review of Wine Cultrue of Chinese and Western Countries

2.1 The Definition of Wine Culture

The so-called wine culture, generally refers to the wine as the content and yet goes beyond the concrete description of the wine rise to the cultural dimensionand spiritual dimensions of a particular cultural patterns. To sum up, wine culturerefers to wine production and consumption in the process of the material and spiritual and cultural achievements of the general. As China's people's materialand cultural standard of living and the implementation of sustainable developmentstrategies, the traditional wine culture in the consumption of non-sustainabilityof the performance was even more prominent.Wine is a carrier of culture, wine

culture is mainly two things: First, their own unique wine style and mood, filled with a unique aesthetic and cultural load of things and spread, which is wine's own body culture;Second, duing to the wonderful taste and enjoyment of wine ,there will be a number of professional evaluation and industry mantra, and gradually spread to gradually left some in history have a "favorable climatic.

2.2 Research Results of Wine Cultrue at Home and Broad

Wine pervades the whole history of China five thousand years of civilization, wine and cultural development is essentially carried out concurrently. Confucian culture is the core of China's wine culture. Chinese people tend to spiritual dimensions of alcohol and give it a lot of emotion. In China, the concept of wine culture is a well-known economist, Professor Yu Xianyuan first put forward. Wine Culture narrow sense refers to the minds of ordinary consumers of wine culture, multi-fingered drinking etiquette, customs, anecdote, anecdotes, etc. Since long time ago China had have the stories about Du Kang who invented the method of brewing wine. A legend in western countries about the origin of wine is also spread. The wine culture was gradually formed after the appearement of wine. The phrase "the wine culture" is put forward by the renowned economist professor Li in China. In 1994, Xiao jiacheng said that the wine culture referred to the integration of material, technical, spiritual, custom, psychological, and behavior phenomenon which generated around the center. While we pride ourselves on the long history of wine culture we only to find that we depend excessively on the traditional wine culture . Chinese people's spiritual dimension of alcohol tend to a lot of emotional. In Western eyes, the wine is a special kind of art, has a charm and life. The face of life's busy and helplessness, lamented the short and the impermanence of life, only the latter is drink, the

Heavy soul was able to comfort a moment, fragile humanity was able to temporary relief. .But there is no development and progress without innovation about Analysis of chinese and western cultural differences and the reasons for wine. And I think that from some other perspective Analysis of cultural differences between chinese and western wines more realistic .

Chinese "wine" these words almost involve all aspects of human social life. The formation and development of these words reflect the interaction and mutual penetration both the language and cultural They also transmiss and express the customs and psychological of the Chinese people using alcohol. At this point, the Western people using wine words seems a bit monotonous, so there are differences between chinese and western wine words. Apart from wine words embody the characteristics of China's wine culture, the cultural differences between Chinese and Western wines is also reflected in the differences between Chinese and Western drinking etiquette,and the custom of drinking as well as differences in drinking purpose.

This series difference reflects that people's way of thinking, values, cognitive styles, behavior patterns, and other cultural mindset the period of time in chinese and western.These also insinuate the deep meaning of chinese culture. Precisely because this deep meaning of wine culture which has led to a huge difference to chinese and western countries, and these differences will be a serious obstacle to the exchange of chinese and the western countries. Therefore, from above three aspects to understand cultural differences of western wine will help us more clearly aware of the real reasons of cultural differences of western wine. Only if we recognize the differences of western wine and the reasons , will the exchange of people from China and Western become increasingly smoother, more friendly and frequent contacts

Therefore, basing on several aspects, this paper will analysis culture differences and the reasons of wine, so thatchinese and estern culture can be better understood and communicated, the friendly exchanges between Chinese and Western will have a realistic and positive significance.

With the development of society, countries around the world contact closely. Chinese and western scholars have increasingly focused on the cultural differences between chinese and western studies ,it also includes Chinese and Western wine culture studies. is more comprehensive and systematic study and interpretation on culture of wine should be started from the contemporary. "Chinese people and alcohol" (China Business Press, 1988)which edited by Xia Jiajun in a book, the main power is to the Chinese wine, wine Germany, Jordan method of drinking, and explain the relationship between drinking and longelife. "Chinese wine culture" (Xinhua Press, 1993) written by Du jinghua shows the relationship between wine social from the cultural dimension in all aspects of social ties. Such as the wine and religion and ritual, alcohol and political and diplomatic, wine and emotion, emotional, wine and Chinese literature, wine and cultural practices, wine and cultural entertainment, wine and ethnic minorities, etc. "Chinese wine culture Grand View" (Guangxi University for Nationalities Press, 2001) edited by Luoqi Rong, Ho Man-Dan the same name , elaborating the history of wine, wine name the source, wine, restaurants, Jiu Qi, wine curtains, wine, Jiuling, alcohol wine vulgar, poets recited wine, wine drinkers and wine things, wine theory, wine, etc., showing all aspects of wine and cultural characteristics. Journals and papers on the liquor culture, a lot of research have been made at different levels and in different angles, there are many articles relate to the author’s paper. For example, in 2008 Ner Mongolia University graduate student Zhang Li issued an article "Wine and cultural characteristics of the type of words," .This article is a research and analysis from a linguistic point to view the source of the word wine, as well as our cultural characteristitics of Chinese wine. Wan Xiao-Yan "From the cross-cultural communication perspective with the West wine culture," understanding primarily of wine culture of chinese and Western from cross-cultural communication . Yang naiji, "Comparison of wine culture in the West," this article starts with a different way of drinking from chinese and Western to reveal several aspects of wine culture. between chinese and Western.

The above research shows the cultural differences between chinese and western in the rich wine culture, and lays a foundation for further research of wine culture between and western . Relative terms,there are not many results from the linguistic and cultural point of view of combining. Moreover, in many research results there are few scholars who Analysis these differences from the underlying causes of these differences caused . Therefore, this article analysis the reasons caused by in-depth for these differences basing on chinese and western cultural differences of wine.I believe that this will have some positive meaning for the analysis of chinese and western cultural of wine.

3.Specific Performance of Different Wine Culture Between China and Western

3.1 Chinese and Western Differences in Terms Relating to Wine

Any kind of cultural phenomenonwill must affect people's language and vocabulary. Throughout the horizontal and the entire society's wine culture,there are a large numb er of accumulation in Chinese vocabulary.

As a food culture alcohol in ancient times has formed a kind of etiquette which everyone must observe, and it also penetrate intopolitical system, ethics, weddings and funerals, customs and other aspects, forming a lot of practice. Wine-related termswhich reflect the customs of wine, including custom wine words, wine drinking customs of words and phrases such as acts of courtesy.

In the history of human society formed by a number of practices, such as religious practices, marriage customs, hospitality customs, at the age of festival customs and ceremonies customs, almost all can not be done without alcohol, but they also tend to form some of specialized custom wine. such as to reflect significantholiday drinking customs of the words are:

At the beginning of the New Year, the whole family of the ancients have to drink "Toso wine", alcohol consumption, the small Tai turn to drink. It is said that people drink this wine can avoid evil . Mid-Autumn Festival people will drink "sweet-scented osmanthus wine." Chong Yang Festival to drink, "chrysanthemum wine." New Year's Eve to drink the "annual wine", that is, New Year's Eve

Night eating dinner when you drink the wine. Dragon Boat Festival to drink, "Gong Pu wine", that is the wine impregnated with Ge Po, with fierce trouble pulling or curing and accepting

geely function. Hani people have to drink "New Valley wine"before the autumn harvest. Before annual harvest, people live in the vicinity of Yuanjiang Hani, according to tradition practices, must hold an abundance of "drinking the new Valley wine" ceremony in order to celebrate bumper grain harvest and human and animal safe. Reflecting the drinking customs of marriage, the words are:

"Wedding banquet", a synonym for the wedding, the wedding banquet that means concern and prepare the wedding Going to drink the wedding banquet, which is mean to attend the wedding.

Customs of everyday life in other words are: the child was born, to drink, "Full Moon Wine", "Hundred Days wine",

"Send wine"; to the elderly birthday to drink, "Shou wine"; in the process of rural China to build a house to drink, "on the beam Wine" and "entered the house

Wine "; store opening to be concern and preparation," open wine "," dividends wine "; have a friend who travels, you want to hold" show their wine ",also known as "off wine" and so on. In the Aba-off drinking customs, people also create a wide range of expression in the name of the wine customs, such as "the welcoming wine", '. Thank you wine ", "a farewell wine", "Parting wine", and so on.

By contrast, the west on terms of wine not so enriched. In western countries, even if they also have a number of festivals or customs of many peoples activities, they do not regard these activities and alcohol together. Even if a particular holiday alcohol-related, it does not use alcohol as a synonym for the holiday. In China, people go to someone's wedding, they do not say they go tothe wedding. On the contrary, they say, "drink the wedding banquet."But the Westerners did not say "drink the wedding banquet," they just say "wedding."

3.2 Differences in Drinking Habits Between Chinese and Western Countries

Several major Chinese festival of the year have a corresponding drinking activities, such as the Dragon Boat Festival drink "calamus wine". Suspended drink "chrysanthemum wine". In some places, such as Jiangxi, people gathered to drink after planting the cereal crop or to celebrate the harvest time. Chinese New Year also is known as New Year's Eve. It is the day for family reunion to have the most sumptuous dinner of the year. Dinner and wine are essential to the even poorest family. In some places, people generally do not leave the house on the first day of the first lunar month. From the second day, people begin to drop around. The owner of the house takes the dishes which have been prepared earlier to the table and enjoy the wine with the guests. " liquor of daughter in the south" According to the earliest record by the "Southern Grasses" that the southern people began to make wine when their daughter was several years old. Then they bury the brewed wine when their daughter got married. This kind of wine was inherited in Shaoxing and developed to be famous as "Huadiao jiu".Anothe difference exists in the custom of drinking wine. As is known to us, China is a big country with 56 nationalities and vast territory. Most of the nations have its own distinctive wine and custom of drinking wine. However, there still exists the common character: encouraging people to drink. While in western countries, no one will encourage you to drink. It is up to you to drink or not. No one would associate toasting people with the face. It there exists buying wine culture, that is, today I buy the wine for you in a bar; tomorrow you will buy for me.

Wine culture brings about the difference of ideology of flows. Wine culture that caused great effection on the east and west civilization is embodied in the feminism. In the west, fete is an important means of worship of wine. The housewives and girls gathered in wild mountains to dance and enjoy themselves the whole night. Women could communicate with any people. Although the man was discontented with this, he could not have any complaints. This tradition was handed down. As a result, women got almost the same status with the man in the west. The worship of wine came along with the mysterious worship of maternity, which rippled in the civilization of the west.

It was not the case in China. Although at the beginning, the wine was brewed for the daughter of Yu, women were deprived of right of drinking wine by man. The girls in The Dream of Red Mansion mostly drank fruit wine. The liquor, repetitive of wine, was the patent of men, such as Jia Zheng. The status of women was gradually promoted after the spread of western culture during the period of Fourth Five. Women have the same right of drinking wine in modern times.

3.3 Differences Drinking Etiquette Between Chinese and Western Countries

Careful study can be found that there is a big difference on drinking etiquette of the wine culture between chinese and western countries. Western people emphasis on the drinking of wine . Westerners emphasis on seeing what wine to drink,or on the enjoyment of delicious wine.

Chinese focus on people who are drinking。They emphasis on the atmospher of drinking .However, western drinking wine etiquette reflects that they respect for wine.

3.3.1 Chinese drinking etiquette

Chinese drinking etiquette reflects the respect for the drinker. There is fixed seating and a fixed toast times about Who is the master, who is the guest. Toast normally choose after eating the main course, and before the sugar beet is not on. The cup must be held on the eyes levelwhen the toast happen. . The toast must begin from the master and watch each other, and at least drink a little wine to show respect. Others are not qualified to respect until the master finished .If the toast order is upset the person who upset the toast order will be fined. Toast must be started from the most distinguished guests,at this time the wine should be full of so that the most distinguished guests can be respected.Not only younger people toast to the elders, and subordinates take the initiative to propose a toast to the higher levels, but also should drink first in order to show respect. The Jiuling, Finger Guessing Game etiquette of wine, but also to make drinkers thoroughly enjoyed themselves. Obviously, chinese wine culture deeply influenced by chinese culture and traditional ethics of hierarchy of seniority, during drinking alcohol the respect for those who drinking was placed in the most important position.

3.3.2 Western drinking etiquette

Western drinking wine etiquette demonstrates respect for wine. Drinking wine must watch their color, smell their fragrance, taste its quality, mobilize all kind of sensory to enjoy nice wine . In the sequence of drinking, pay attention to the first drink after drink red wine, white wine, the first lighter wine

In the sequence of drinking,It is necessary to pay attention to the order of drinking . white wine should be first and after red wine, the first lighter wine following Re-bodied wine to drink a short year wine and then drink a long year wine, changes gradually in-depth change in the enjoyment of wine flavor. The selection of wine device, also revolve around how to get the full enjoyment of drinking on the drinkers. Let aroma convergence on mouth of the tulip-type goblet cup, and even for wine temperature degree specially designed thermometer, without exception, demonstrate respect for Westerners wine, and their

Drinking etiquette are for a better appreciation of wine. In the West people rarely

Toast each other, they usually drink separately. Only in certain occasions, they will join in a toast. If a time like this is usually the person after the speech,they are blessing a person,or to celebrate. something for someone.

3.3.3 The Types of Wine in Western

Western in the types of wine are: pre-dinner wine, dinner in the wine, liqueurs .

Pre-dinner wine: About 30 minutes before a meal, when drinking. pre-dinner wine mostly drink in the living room, the main purpose is to appetizer, but also to wait the guests in case something happens to him and in order to avoid embarrassment. Drink aperitifs are more casual, you can sit or walk around. Gentlemen drink aperitifs are generally Martini (Martini) while women generally drink sherry (Sherry), which is a very light white wine. Even if you are a person who you do not drink, a glass of mineral water spots, like cola drinks you should have.If you do not take it, not only will it become embarrassing , but also make your own ungracious .

Dinner in the wine: It is in the eating process for drinking, specifically forthe main dish, with red wine and white wine. Preceded with dinner in the wine was wine-tasting ceremony. It was said that this terrible habit of ceremony come from a edieval legend. At that time if a person wants to assassinate someone, the most common method is to put the poison into wine. Therefore, before the royal nobility drinking slaves should be invited to try to drink.It is more than 10 minutes later only to see that nothing happen to slaves the royal nobility dare to drink. So far ,the evolution of wine-tasting ceremony, is not to prevent the assassination, while the western-style dish is characterized by the same time encourage people to dine and enjoy a kind of elegant, romantic and warm. Wine is a way of creating a romantic atmosphere for a special drink, so wine in the Western has a special status, not only variety, but each have their own dishes, and have their own manner of drinking . After opening bottles ,red wine or white wine can not be saved.So all of them discussed to find a same brand sip to finish as possible. Guests generally advisable to drink three glasses of wine

Liqueurs: General postprandial wine is brandy, a cup with squat body while the cup of feet is short will be uesed to drink.The postprandial can warm cup of wine by hand heart, so that the cup of wine emitt a crisp taste. Ms. Mr. also like to add a dash of sugar in brandy or coffee, but not milk.

3.4 Differences Drinking Purposes Between Chinese and Western Countries

Wine exist with the form of water and with the content of fire. They are incompatible since ancient times, only an exception on wine .It is water also fire.Not only was extinguished by the minds of unhappy, but also can bright the inner.

Both chinese and westerners love wine, but the diversity of cultures, so caused the difference on drinking purposes between the chinese people

And westerners.

3.4.1 The West is to drink for wine

The purpose of drinking in western is simple.They have a drink in order to enjoy drinking.Of course, wine also has the function of communication, but it is more important for people to enjoy the taste of wine.What kind of drink should be used to enjoy on a occasion ,and whattemperature

Degree should be , what shape of the glass should be, there is a very fine clear requirement.

There is not hing Finger Guessing Game was provided on the banquet. The aesthetic of western is a direct form

Style-oriented and do not require to use distiller's yeast to achieve communicative effects, showing that the West is drinking for wine .

3.4.2 Chinese wine is used as a tool of communication.

In China, wine is often used as a communicative tool. Therefore,there are not scientific systematic theoretical analysis on chinese wine culture. More attention was paied on other function s brought by drinking. The so-called ulterior motives are not on wine ,but care between landscape and landscape of the music.People who drink often want to discuss official business, or talk to a private matter. In short, drinking is justan expression of a mood-assisted behavior. People have a drink just want to borrowthe role of alcohol to complete a number of other things, so chinese people will never be less wine on the table. Whether it is Chinese New Year, or a business in the future, wine is the middle of the hub of everything. It also links to the subtle emotions between people,but people rely more on drinking is the pursuit of wine. Qingmeizhujiu is to prove who is the hero.The paradis Jiang Jinjiu purpose to eliminate the same melancholy; Bamboo Poets of the Seven Sages was to take sanctuary. Qianlong 1000 gentleman feast want to share happy with the public. Chinese people drinking is not for alcohol but for feelings.Therefore, so long as having appropriate reasons, everyone can advise each other to drink, in order to show goodwill and sincerity . Toast is a typical performance of Chinese hospitality, but often is not understood by Westerners on the chinese people.

China is the ceremonies. The communication is usually advocated implicitly. They are not bounded, not only can speak,also can criticize after drinking alhtough there is nothing to speak usually. Wine can help chinese people to achieve communicative purposes.

4. Reasons Caused the Differences of Wine Culture Between Chinese and Western Countries

4.1 Differences in People's Way of Thinking in Cinese and Wstern

Cultures have an effect on people's views of understanding the world. different countries have different cultures, so the mode of thinking must be different from each other. This is particularly evidented in the cultures of chinese and western . The way of thinking of chinese seems to be spiral which is also the characteristics of traditional Chinese culture. Western culture, way of thinking have shown an holistic.

duing to the impact of this traditional culture, Westerners particular pay attention to intuition and pay attention to recognize the process of experience and feeling, in exchanges of experience and feeling often use this to " relieve people”. Chinese philosophy believes that awareness of subject and object all belongs to the universe. If the subject separate from the object,the object is not a complete object ,and the universe is no longer the whole one .Chinese philosophy, of course, can not recognize objects through placing them in front of the main body of the opposite or beyond the flesh to observe, analyze, only co-exist in the blend with the object to understand its existence, feel it's life, and understand its spirit. This "Heaven and Man" way of thinking, embodied in the understanding of social relations, that is, people can not be understood from the group of human values, people are part of groups of people .Only as a "class" existence,can people have values.This thinking is the emphasis on the existence of groups, which is the whole way of thinking of chinese people . In western society, it is gradually entering the advanced stages of the development of civilization. As the process of understanding nature continuously improve , the relationship between man and nature will adapt from simply relying on the use to an active and transform relationship of attack . From which we can see, the Western culture is not only concerned about the very existence of social groups and social operation in the process of social and personal confrontation, but also recognized that each individual exists conflict of interest . So protecting society, an independent right of each individual, and this is the West person's individuality mode of thinking.The wine words between chinese and western have reflected the differences on this point. Many activities in western, even if can not hold without liquor, but they never use alcohol as a synonym for the holiday. The festival is named after their meaning is directly linked with the festival or have a direct purpose. For example, Christmas, Easter, etc.Westerners will not use the word on the wine to replace them. And we chinese used to refer to a lot of festival with a wine .Because our way of thinking is a spiral, through the festival content or implication we can think of some of the terminology which has linked to it, as such holiday will make us rich lenovo, which also fully reflects the way of thinking in traditional chinese .

4.2 Perspective of Differences in Chinese Values and Western Values

A number of different values were formed duing to factors differences between chinese and western cultural traditions. . For example, individualism is a western core values, while collectivism is the main values of the Chinese people.The main content of individualism is the belief that every person has his value and attach great importance to personal freedom and emphasis on individual self-control, self-control, self-development. In a word,the valueof westerners are based on individual philosophy of life.

Therefore, in the West's drinking rituals and drinking habits, the westerner make an effort to reflect the individual or himself .They like the unconventional, unique, and tends to go his own way.As a result, the west also produces wine drinking is to enjoy the delicious, and chinese people's drinking etiquette is reflected on the drinking that respect to the people . Collectivism is the chinese people's social value, which is the core of chinese culture.Since ancient times, chinese people have put great emphasis on group value. Confucius's "Love others, for benevolence" and Mencius "the world's present in the country, this country at home" are strongly admired the orderly and harmonious society, promote group loyalty and individual responsibility".Sun Yat-sen's "Things for the People" and Deng Xiaoping's "common prosperity" invariably reflects the values of chinese culture groups.Therefore, chinese stressed the need to place the interests of society and the collective above the individual. When the personal interests and collective interests become conflict to each other, individual interests must unconditionally submit to the collective interest. Those selfless, exercise restraint and abide by the spirit of the general public will be respected and commended.Chinese people's "home-based", "peace is precious" and "dignity concept", which are a concrete manifestation of the social value. Basically, individualism refers to a cultural value orientation . This approach emphasizes that the personal identity emphasis on the collective identity. Individual rights take precedence over collective responsibilities and obligations. Personal needs superior to collective needs.In contrast, collectivist values are contrary. That emphasis on collective identity is more important than personal identity.The collective responsibilities and obligations take precedence over individual rights, and collective demand is higher than the needs of individuals.On the table wine in China, people's ulterior motives, but rather to create a harmonious atmosphere, in order that we can feel the enthusiasm of owners, as well as respect to superiors or elders. The habit of drinking from the western analysis, we can see that a lot of festivals in China are related to alcohol-related.Almost all festivals ,wine is inseparable. This is a perfect reflection to the chinese people's great unified psychology. Having the same sense is our purpose, so that everyone owns a kind of collective sense .Western drinking habits and drinking etiquettes are showing a personal feeling of fine wine to the public , or thire focus on self-performances. This is exactly opposite to chinese people and our values.

4.3 Differences in Cultural Patterns

According to the specific form of Western culture are different, we can conclude that the two types were reduced to a harmonious culture and resistance-type culture.

On dealing with interpersonal relations, the chinese culture has valued re-groups, harmony,and emphasiz patriarchal nature of discipline,but it underestimated individual and resistance since ancient times .It persuades people and constrains them, and constrains the freedom of thire wills and creativity and ignores individual worth and dignity of life.Chinese culture has always sought between man and nature, social harmony and unification as the main theme of life's ideals and opposed the independence of human will and forge ahead ,even developed the concept of groups of people to go along with fidelity, consciousness in order to look for a moderate, conciliatory processing channels. The kind of harmony concepts of chinese culture embody and nurture the national obedience, submission, conservative and inert, complacent spiritat the same time.However,there are little protest consciousness and rebel courage."Chinese people have generally saying 'days remain unchanged, the Dow has not changed,' the history of ideas," "All the old things are extremely valuable, and all the new things are meaningless."Which also resulted in modest, reserved, introverted culture of weak character. Therefore, on the purposes of chinese people's drinking , chinese people prefer to or used to regard wine as our communication tools . Using wine on the table,people can take advantage of this atmosphere and ritual to demonstrate their respect for others, and can form a good interpersonal skills.

In Western society, on dealing with interpersonal relations, the Westerners will be more respect to individual freedom and personal independence than others.They also emphasiz the individual value of life and dignity, and the attention to the acquisition and protection of private property. The overall concept of and the collective consciousness are rather weak.Westerners have the quality and psychological state of facing the challenges , bolding the pursuit, even owing the way of thinking and unscrupulous behavior to achieve our goal to strive for victory in the spirit and creating a straightforward, open-minded, and a rigid the cultural character.It is precisely because of this resistance type of cultural forms, the western countries people drinking purposes is also straightforward, and they are for the wine and drinking. but during the enjoyment of fine wine, they reached thire communicative purposes.

4.Conclusion

Wine culture is a part of social culture. As the fast development of Society,cultural exchanges of chinese and western countries has become closer and closer. Wine culture has become a hot topics in the cultural exchanges of chinese and western.The differences of wine culture between chinese and western is actually a miniature in many differences between chinese and western society . Many scholars who worked on this hot topic has made great achievements .However, many scholars who has made the results have their own points which are different from mine.This article is based on the mastery of the differences in wine culture between chinese and western countries.And then analysis the underlying causes from these differences.These differences include: First, thedifferences of wine word; second, differences in drinking habits; and third, differences in drinking etiquette; Fourth, differences in drinking purpose.These aspects refer to the language as well as combine witha research methods of culture.However, there is an innovative point to this article that is the analysis about underlying causes of these differences .Analysising the reasons respective angles of social .Such as: differences between Chinese and Western ways of thinking; the difference between chinese and western values and differences ofcultural patterns between chinese and western countries.through analysising the

reasons of cultural differences of chinese and western wine ,I have much knowledge and understanding.about social and cultural of chinese and western. It is significant to understand the differences of wine culture between chinese and western in nowadays because all of us are advocting the harmonious society . Moreover,it will contribute to building the harmonious society .Therefore, not only should we understand the differences of wine culture between chinese and western , but also understand the underlying causes of the differences.

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