Research On Intercultural Communication Of Confucius Institutes In Ukraine In New Media Environment

As a language institution established abroad,Confucius Institute is attracting more and more attention from both the academic circle and the public.The researches on Confucius Institute has been focused on the language study,the design of language teaching and cultural activities,but the research on intercultural communication of Confucius Institute has only just started.Confucius Institute as an institution,its function is not just to teach Chinese and spread Chinese culture,it itself represents a country and a culture.So it is necessary to study intercultural communication of Confucius Institute.In the new media environment,people's communication mode has changed dramatically,and the traditional mode and structure of communication are radically impacted.How to figure out the characteristics of new media and adapt to it in the development process of Confucius Institute in order to improve their own propagation mode and communication skill is a problem worth studying.Based on the theories of journalism and communication,the paper attempts to construct an ideal model for the intercultural communication of Confucius Institute through new media.Then,some models are adapted to verify the intercultural communication status of Confucius Institutes in Ukraine.The survey found that the use of new media in Confucius Institute was largely restricted by the economic condition of their country;The difference in the knowledge of new media caused by different orifice managers have different emphasis on the use of new media in different orientations;Visual communication strategies have advantages in intercultural communication.Overall,the Confucius Institutes in Ukraine put the same content on social media and their website,lack of social media interaction,so that the advantages of new media have not been fully excavated,communication effect is not ideal.To solve the problems,based on the theory and practical experience of journalism,this paper has put forward the "attaches great importance to the audience" and the"content is king" strategy,introduce the "Central Kitchen" and "Crowdsourcing News"concepts,in order to provide advice for improving the Confucius Institute intercultural communication ability with the help of new media.