Research On The Communication Of Excellent Chinese Traditional Culture In The New Media Perspective

Chinese culture has a long history and has been passed down from generation to generation for thousands of years.The new era has given a new connotation to the excellent Chinese traditional culture,allowing it to play an important role in gathering people’s spiritual consensus and reviving the Chinese nation.Therefore,it is the mission and responsibility of the times to inherit and carry forward the excellent traditional culture.In the face of the century-old changes,Chinese excellent traditional culture,as the "root" and "soul" of the great cause of socialism with Chinese characteristics,must carry forward its influence and enhance its attractiveness.Each technological update and communication media is a mutually reinforcing relationship,as each technological update is bound to be accompanied by the creation of new communication media,which in turn will promote cultural progress and technological update.The development of new communication technology has laid the foundation for the establishment of a new cultural communication system,formed a new way of social communication,and provided more possibilities and ways for the spread and development of culture.As the most influential new communication channel at present,new media use the advantages of this new platform to promote the dissemination of excellent traditional culture,which is closely related to the improvement of the comprehensive national power and international competitiveness of the whole country.The inheritance and continuity of culture depends on both the intrinsic value of culture and the way it is disseminated.Chinese traditional culture still has rich and profound values in today’s era,and new media bring opportunities for traditional culture dissemination in terms of policy support tendency,audience expansion,diversified dissemination subjects,rich dissemination means and multi-directional dissemination channels,which bring opportunities to enhance the dissemination strength and effect of excellent traditional culture.However,new media also bring challenges of weakening deep connotation,fragmentation of overall identity,impact of foreign culture,separation of communication mode,and utilitarian orientation of communication.In order to better cope with the communication challenges faced by the excellent Chinese traditional culture in the new media era,this paper,from the perspective of new media,deeply integrates the promotion of the excellent Chinese traditional culture with the Chinese issues in the new era,in order to explore effective communication strategies,so as to promote the traditional culture to enrich its connotation and enhance its value under the new media,and contribute to the expansion and deepening of Marxist Chineseization in the new era.The research idea of this paper is: firstly,this paper takes the definition of new media and traditional culture as the starting point,and elaborates on the Marxist concept of communication,the socialist concept of communication with Chinese characteristics,Xi Jinping’s discourse on communication and other related theories as the theoretical support for this paper;secondly,it clarifies the development and important values of new media and traditional culture,and through the deep excavation and analysis of communication paths,then Finally,we return to the practical level and analyze the strategies for the dissemination of excellent Chinese traditional culture under the new media from three aspects: dissemination efficiency,content construction and practice development,so as to build an effective way for the dissemination of excellent Chinese traditional culture,and finally put them into practice.Finally,we return to the practical level and analyze the strategies for the dissemination of excellent Chinese traditional culture under new media in three aspects: communication efficiency,content construction,and practice development.