Research On The Communication Of Chinese Cultural Activities By The Confucius Institute At Assad University In Morocco

Since its establishment in 2016,the Confucius Institute of Assad University in Tangier region of Morocco,with the support of the Language Cooperation and Exchange Center of the Ministry of Education of China,domestic partner institutions and local authorities,has carried out rich and diverse Chinese cultural activities in the region based on its own continuous development and achieved certain cultural dissemination effects,and has so far also become an important platform for cultural exchange and cooperation between China and Morocco.During my first year of teaching at the Confucius Institute,I searched the database and found that there were few papers on the dissemination of cultural activities in the Confucius Institute.Therefore,the author collected a large amount of information,and based on the previous investigation,from the perspective of the dissemination of Chinese cultural activities,I conducted an overview of the cultural activities carried out by the Confucius Institute from 2017 to 2022,and divided the activities into four categories based on the theme of the activities: special lectures,cultural competitions,Chinese cultural days,and traditional festivals,and derived the differences in the number of different types of cultural activities at the Confucius Institute and the before and after the epidemic through charts and graphs The author then used Laswell’s method to determine the number of cultural activities.Afterwards,I applied Lasswell’s "5Ws" communication theory to analyze the cultural activities of Confucius Institutes,focusing on five major elements: communicator,relay audience,communication content,communication medium and communication effect,and summarized the successful experiences and pointed out the shortcomings of the cultural activities in each case.In addition,the author conducted interviews and questionnaires with volunteer teachers and students of the Confucius Institute,and used Rogers’ diffusion of innovation theory to summarize and analyze the survey data,trying to find out the problems that exist in the cultural activities of the Confucius Institute through the findings of the survey,and analyze the causes of the problems,and finally,based on the existing problems,to analyze the communicators,audiences,content and media of the cultural activities.In terms of communicators and audiences,the teaching staff of the Confucius Institute should not only master one or more Chinese talents and fully understand the target audience,but also effectively transform the audience into the communicators of the activities;in terms of content and media,focus on the diversity of the media,fully respect the local culture and customs in the content and In terms of communication content and media,we should pay attention to the diversity of communication media,fully respect local culture and customs in content and pay attention to the feedback of each activity.Through this study,I hope to draw lessons for the Confucius Institute at the University of Assad in Morocco and other Confucius Institutes in the development of cultural activities.