Research On Intercultural Communication Of Chinese Culture In The Context Of Social Media

With the deep development of social media globally,the pattern of international communication has undergone dramatic changes,and social media platforms have become an important battlefield for international discourse rights.In 2019,a Chinese girl named Liziqi ranked first in the China area of the international social media platform YouTube,with more than 8 million subscribers,and the cumulative playback of more than 100 uploaded videos exceeded 1 billion.These Chinese cultural videos Gain continuous attention and wide acclaim from international fans.Liziqi,who has emerged on the international social media,has become a model of the current cross-cultural communication of Chinese culture,which is helpful for considering possible breakthroughs in the cross-cultural communication of Chinese culture.This article takes the YouTube platform Liziqi video comments as the research object using Python software to grab the top ten real-time comments in the Liziqi video,and a total of 12,283 comments are screened.Through high-frequency word tracing and qualitative discourse analysis,this article examines the representation and perception of Chinese cultural symbols,the cross-cultural emotional connection of Chinese culture,and the multiple online and offline interactions of Chinese culture.The study found that in Liziqi's video,Chinese cultural symbol perception has three characteristics:visual symbols diminish language barriers,image aesthetics stimulate visual perception,and daily symbols construct common perception.In terms of emotional tendency,there are two emotions:identification and misreading.Positive identification and emotional expression dominate,which is mainly based on natural aesthetic and environmental identification,heroic character and cultural empathy,emotional connection and micro-narrative.But at the same time,we need to be alert to fan convergence and cultural blind spots.There are a few cultural misreads in the comments,but they are correctable.Behavioral intentions are manifested in behavioral connections from online to offline,and multiple interactions from offline to online.At the same time,this study reflects on the current problems of Chinese culture in cross-cultural communication based on this case:(1)language barriers lead to barriers to understanding and shallow cultural transmission;(2)excessive use of traditional culture,forming a stereotype of self "Orientalization";(3)Differences in thinking lead to shifts in focus and cultural resistance;(4)Grand narrative causes cultural alienation.In response to these problems,the study pointed out that the cross-cultural communication of Chinese culture needs to be improved in four aspects.(1)Adopt multi-sensory narrative and high-quality images to lead the direction of attention;(2)Use the image of "hero" to enhance cultural visibility;(3).Excavate cultural "small stories" and use emotion to deepen the sense of identity;)Strengthen the spread of modern Chinese culture and build a three-dimensional Chinese image.