Study On Foreign Spread Of Chinese Tea Culture From The Perspective Of New Public Diplomacy

In recent years,the change of the international situation has intensified,and the competition of national strength has gradually transferred from the "hard power competition" to the "soft power competition".Therefore,it is urgent to strengthen the export of China’s traditional culture,establish a positive national image and continuously improve the country’s soft power.Chinese tea culture is one of the oldest traditional cultures in Chinese history,and it is an excellent carrier for spreading Chinese culture to the outside world.In recent years,the dissemination of Chinese tea culture to the outside world through the path of "new public diplomacy" has become an innovative measure to export excellent Chinese culture,improve national soft power and establish a good national image.In this study,I combined with the general environment of The Times and the concepts of Chinese tea culture and new public diplomacy,the paper expounds that the external communication of tea culture from the perspective of "new public diplomacy" has the following characteristics:the diversified subjects spread tea culture in a coordinated manner,the high technology promoted the diversification of communication forms,the interactive process enhanced the communication activity,and the instant information accelerated the communication effect.On this basis,this study studied the status of tea culture communication among different subjects from the perspective of "new public diplomacy" through content analysis,case analysis and other research methods,found that the spread of tea culture of government-led foreign behavior is still occupied the main position,but some problems still exist,such as the culture on the level of artifacts and art is split from the culture on the level of ideology,the official new media operation is more extensive,and so on.The cultural subject consciousness of enterprises is constantly strengthened,and the efforts of external communication are also increasing,but the status that Chinese tea does not have international famous brands has not changed.Non-governmental organizations with unique advantages in cultural communication have not grasped the advantages of new public diplomacy in the process of external communication of tea culture,and their application of new media is not optimistic and their influence is extremely limited.For the citizen class,the new communication subject in the new public diplomacy,it has played an increasingly important role in the communication of tea culture to the outside world.Both Internet opinion leaders and ordinary citizens have effectively promoted the communication of tea culture to the outside world.But in this process,there is still the problem of insufficient citizen participation.In addition,this study evaluated the effects of tea culture’s external communication through the new public diplomacy approach through questionnaire survey,and reached the conclusion that the effects of tea culture’s external communication are apparent but still need to be improved.In view of the above problems,this study analyzes the causes from both macro and micro aspects,and gives constructive Suggestions for improvement combined with the interview method.The government should strategically select the universal connotation as the communication entry point,enhance the cultivation of tea culture compound talents,and improve the tea standardization system.The media should take the needs of the audience as the center to enhance the acceptability of the communication content.For enterprises,they should keep up with the policy,keep pace with The Times,strengthen marketing,and build a world-renowned tea brand.And the non-governmental organization should to build the head international organization,simultaneously enhances the new media application strength.The citizen class should learn cross-cultural communication skills,especially to encourage fans and overseas Chinese to play their special role.In addition,we media leaders should actively create mass culture with the help of soft identity to promote the spread of tea culture.