The Chinese Intercultural Communication Strategy With The Center Of Audience Analysis

The extensive Chinese culture is colorful and enduring not only because of its long history but also because it is good at learn from others. Through Chinese culture spread abroad,Chinese culture travels the world,far-reaching,building a solid foundation to improve the national soft power.However,Chinese intercultural communication is still facing with many problems in current time,such as the invasion of western cultural hegemony and the shortage of cultural transmission mode and the way,the historical factor of domestic political and economic,etc.All these make difficulties in improving Chinese intercultural communication ability.In this background,this article begins with the analysis of Chinese foreign culture communication types,transmission mode,then points that the lack of effective audience analysis is one of bottleneck which impedes China's foreign cultural transmission. In order to raise Chinese intercultural communication ability,it is very urgent to break through the bottleneck.On the basis of summarizing the existing shortage and other countries' useful experience,this article put forward several optimization and promoting strategies from the perspective of audience receive horizon.This paper argues that the audience is the core of international cultural communication,Mainly manifested in that,the audiences' need is the premise, foreign audience analysis is the basis of improving pertinence audiences' feedback is the measure of effectiveness on Chinese cultural international communication.However,compared with other countries,audience analysis is often missing in the culture international communication in China,under the influence of traditional conservative ideas in China,international audience research is difficult,for example,audience localization isn't clear, content choice,transmission form and communication channels are often failing to meet the demand of audience,and ignore the audience feedback is often be ignored.All these leads our country's excellent cultural content is failed to have international recognition,even be misunderstood and rejected by foreign audience.In order to change the situation and improve our country's culture propagation force,this paper argues that strengthening the audience analysis is the key.So first this article make 6R cultural communication structure with the core of audience analysis and combined the connection between the transmission elements in the process of communication.mainly including the foreign audience types,audience characteristics,and the other factors influencing the audience's acceptance,such as cultural need,cultural background and personality differences,and different audiences are often in different acceptance stage,such as knowledge,perception,memory,actionetc.Then this article summarizes other countries' application on audience analysis application in cultural international communication,mainly including using pop culture to cater the audiences' need. Omni-directional integration spread to broaden the audience contact surface,using the new media coverage network audience considering their media contact habit,To influence national backbone with elite culture.Then,this article analysis the audience receiving mechanism in international cultural communication.Finally,this article puts forward Suggestions for the optimization of cultural external communication ability culture in China,Including mutual strategy based on audience positioning,content selection strategy based on audiences' need, innovated strategy based on audiences psychological,integrated channel strategy in order to widen audiences' ways to contact Chinese culture.