The Current Situation, Problems And Countermeasures Of Cultural Communication Of Latin American Embassies And Consulates In China Under The Social Media Environmen

A country’s embassies and consulates abroad are responsible for spreading national culture and displaying the country’s image.In recent years,with the gradual acceleration of the process of globalization and the deepening of economic and trade cultural exchanges between China and the international community,in order to adapt to the new environment and new situation,the functions carried by the embassies and consulates of most countries in China have been gradually expanded and derived.How to use cultural communication activities to enhance mutual understanding between countries and enhance national soft power has become a problem to be solved in the process of development of various countries,and the study of this issue is of practical significance to a country’s cultural communication abroad.Among the 178 countries that have established diplomatic relations with China,Latin American countries are in a weak position in cultural exchanges.Latin American countries are relatively weak in political and economic aspects,and their external communication starts late and their willingness is low;In addition,the popularity of English in Latin America is not high,also for cultural exchanges more difficult.As a result,Latin America is a much unfamiliar region for Chinese people.President Xi Jinping met with the leaders of 11 countries in August 2014,one of the results of which was that the leaders discussed multilateral cultural development and exchanges.Since then,as a country’s representatives abroad,in addition to the regular cultural exchange activities,also began to increase the intensity of cultural communication,from the "foreign office" service-oriented role,to the "image ambassador" as the main role of cultural communication.However,in the survey,about 77% of the respondents consider that Latin American embassies and consulates in China have little effect for their understanding of Latin American culture.The rapid evolution and iteration of media and technology challenge the traditional way of cultural communication of embassies and consulates,but also provide technical support for the innovation of the mode.From the early printing announcements,official websites and other one-way information dissemination,and then there have been Weibo,We Chat public number two-way interactive dissemination,to the current popular live platform and other new dissemination scenes of the use of national embassies and consulates in China also go with the customs,keep pace with the times,carefully create characteristics of the dissemination of content,in the means of communication,display and other aspects of gradual diversification,but Latin American diplomatic institutions in China in the use of social media,dissemination influence and other aspects are far less than the United States,Britain and Japan as the representative of the developed countries.This paper begins with the development of cultural communication in China by the diplomatic institutions of Latin American countries in China,analyzes the evolution of cultural communication,and the cultural communication of Latin American countries has two major objectives: economic,trade and political,this paper takes the Consulates of Mexico and Venezuela in Shanghai as an example,analyzes the choice of communication channels,social account content,cultural exchange areas and major audiences,understands the current situation of cultural communication of Latin American consulates and consulates in China,and explores the existence of "single operation of content" in the main body of communication,communication process and communication concept of the current situation.Channel single lack of linkage,singlepurpose concept of old" and other issues,and through the Argentine,Chilean,Mexican and other countries consulates in Shanghai cultural officials interviews,and social media users of the questionnaire survey,from the top-level design of the main body of communication and the dissemination effect of the audience to further corroborate the existence of the problem;To sum up,through literature research,historical and current situation analysis and interviews,questionnaire survey,found and solved the problem of Cultural Communication of Latin American Embassies and Consulates in China,not only can enhance the cultural communication effect of Latin American embassies and consulates,enhance bilateral exchanges and understanding,but also provide reference for China’s foreign institutions,especially in countries with relatively unfamiliar cultural environment.