A Study Of Strategy For Chinese Culture’s International Communication Under The Background Of Internet

Nowadays,with the rapid development of Internet technology and globalization,the limit of cultural sovereignty between nations is broken,and the impact of multi culture and information explosion brings a lot of unknown challenge for intercultural communication.At the same time,the upsurge of wemedia has broken the barrier of expression between personal space and public space,and also provided a new angle for cultural communication.In the face of new situation and challenges,it is worth thinking about how to improve the international communication strategy of Chinese culture and improve the level of cultural soft power.Therefore,through literature research and case analysis,the paper studies such a problem,that is,how to improve cultural international communication strategies under the internet background to achieve better international communication effect.First,through literature research,the main concepts were combed and suitable theoretical tools were found.Requirements to the development of culture communication form caused by media changes was explored,and opportunities and challenges were discussed occurring to culture communication in the era of globalization.Secondly,through case analysis,the sampling object was settled on the broadcast of CCTV Spring Festival Gala on the overseas video site YouTube and Niconico.The Spring Festival is a traditional culture and folk Chinese represent and the CCTV Spring Festival Gala is contemporary literary.Joseph Nai’s soft power theory and uses and gratifications theory were used.Four dimensions of data,playing,interactive content,participation and praise were analyzed,and the comments of the audience on YouTube were sampled.The investigation was done to know whether the use of video website can meet the needs of audience and the degree of satisfaction.The overseas audience response to China cultural dissemination and acceptance were measured and the achievements and problems of current international cultural communication were summarized under the background of the internet.Finally,the countermeasures and suggestions were put forward based on above two aspects of the research.Through mining the common reasons behind the phenomenon,the effective methods and ways of using new media to communicate Chinese culture were offered,in order to explore ways of cultivating positive culture communication environment and transferring Chinese excellent culture and national value.A theoretical basis was given to culture communication,and suggestions were offered to construction of international communication platform on the background of Internet.So that strategies of Chinese cultural output,international communication and national image-building were provided,as a reference for our cultural workers in the culture and propaganda field.