The International Communication Strategy of Root Culture Under the Background of New Media

DOI

10.2991/assehr.k.211215.008How to use a DOI?

Keywords

Root Culture; International Communication; Strategy

Abstract

Culture is a social phenomenon and the product of people’s long-term practice. At the same time, it is a kind of historical phenomenon. In recent years, the practice activities of Hong Kong, Macao and Taiwan compatriots from the Central Plains and overseas Chinese who have returned to the Central Plains to “seeking their roots” have attracted extensive attention from Chinese at home and abroad. In addition, these activities also provide an opportunity for Root Culture to spread to the world. However, some problems have emerged in the process of dissemination, such as the weakening of cultural communication power by cultural estrangement, the lack of in-depth excavation of the connotation of Root Culture and the single communication channel. In the face of these problems, it is necessary to change the strategy of international communication of Root Culture in the new media environment. Communicators should pay attention to the cultural estrangement in cultural communication and deeply explore Root Culture in the Central Plains. Furthermore, create a diversified publicity environment and broaden the international communication channels of Root Culture with the help of new media platform.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yaqiong Liu
PY  - 2021
DA  - 2021/12/15
TI  - The International Communication Strategy of Root Culture Under the Background of New Media
BT  - Proceedings of the 7th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2021)
PB  - Atlantis Press
SP  - 39
EP  - 43
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211215.008
DO  - 10.2991/assehr.k.211215.008
ID  - Liu2021
ER  -