Research On The Communication Strategy Of Chinese Traditional Culture In Germany Under The Background Of New Media

The continuous innovation,proliferation and cyclical subversion of internet and mobile internet technologies have caused the media change to sweep the world.This open and free new media background provides a more open and friendly environment for the international communication of Chinese traditional culture.At the same time,it also puts forward new requirements and challenges to the international communication of Chinese traditional culture.With the continuous enhancement of China’s comprehensive national strength and the continuous improvement of its international status,the cultural communication of Chinese traditional culture in Germany has made good progress.However,there are also many problems in the process of disseminating Chinese traditional culture in Germany,such as the communication main body not accepted by German audience,communication contents do not meet German audience’s demands and communication channels do not conform to German audience’s habits.These problems arise because of the insufficient analysis of the German audience during the dissemination of Chinese traditional culture in Germany.Faced with these problems,this thesis is based on audience analysis theory(Denis Mc Quail)and selects Chinese customary culture(traditional cuisine culture,traditional costume culture,traditional festival culture,traditional music culture and traditional etiquette culture)as the research object,supported by the data of questionnaire and the materials of in-depth interview,comprehensively analyze the respondents from three dimensions:structural,behavioral and sociocultural.Based on the above analysis,the author clarified the reception psychology,habits and demands of the audience.In the context of new media,first of all,the author proposes a strategy for the construction of communication subjects aimed at the acceptance of audiences.This strategy includes diversified expansion and influence building of communication subjects.Secondly,the author proposes a strategy for constructing communication content based on the demands of audiences.This strategy includes two methods:expressing spiritual culture with material culture and carrying traditional connotation with popular culture.Finally,the author proposes a strategy for the construction of communication channels based on the habits of audiences.The strategy includes the comprehensive use of representative new media platforms and the combination of domestic and foreign digital mass media.