Research On Cross-cultural Communication In Characteristic Towns Under The Networked Background

The rural revitalization strategy is another major strategic measure to solve the current "three dimensional rural" issues,and the revitalization of rural culture is an important part of rural revitalization.As a unique cultural system in rural areas,rural culture has both spiritual and material attributes.Although it is conceived in rural areas,as a valuable spiritual wealth of the Chinese nation,its scope of influence must not be confined to rural areas,but should exert its cultural influence on a larger scale and at a higher level.Judging from the current situation,although rural culture has deep roots,a long history and a complete system.However,due to the impact of the urban-rural dual structure,urban and rural development is in a state of separation,and the rapid development of network technology has exacerbated the digital divide between urban and rural areas.As a result,the spread of rural culture faces many problems in terms of the subject,channel,content and effect.In the context of networking,the use of relevant theoretical knowledge of cross-cultural communication to solve the problems faced by rural cultural communication,strengthen cultural understanding and cultural identity between rural and urban areas,and make rural culture exert influence in a wider area.This is a historical mission.This article combines the latest practice of urbanization construction,selects a characteristic town in Lishui District,Nanjing City,Jiangsu Province as the research object,and focuses on the subject of "rural cultural communication" through field observation,questionnaires,and on-site interviews.The study explained that rural cultural transmission is of great significance to break the ecological imbalance of urban and rural cultural transmission,and plays a pivotal role in the current urban-rural integration construction.The specific research work mainly consists of the following parts: First of all,according to the current background of The strategy of rural vitalization and Networked environent,it elaborated that rural cultural transmission is an inevitable choice for accelerating urban-rural integration and promoting rural cultural revival.Secondly,after clearing the relationship between cross-cultural communication and urban-rural cultural communication,it is put forward that because rural culture is in a weak position,only the revival of rural culture can fundamentally reverse the imbalance of urban-rural cultural transmission.Next,we will take the new practice of urbanization-H,a characteristic town as a research object,and follow the "5W" mode of communication studies to carry out local cultural communication environments in terms of communication subjects,content,channels,and effects.Based on the transmission of rural culture in H town,the problems of rural cultural transmission under the background of network are summarized from the perspective of communication science.Finally,using the theories of cultural adaptation,cross-cultural communication,and the role of media in cross-cultural communication as the support,it proposes to innovate rural cultural forms,improve farmers' media literacy,broaden rural cultural communication channels,and increase urban and rural cultural identity.Ways to solve problems in the spread of rural culture.Through a detailed analysis of the elements of the cultural communication environment in rural areas,We can clearly see the opportunities and challenges faced by rural cultural communication in the network environment,as well as the obstacles faced by urban and rural cultural communication,and propose targeted solutions to revitalize them.The purpose is to revitalize rural culture,providing internal power for the overall revitalization of the village,allowing the supporting role of rural culture to run through the entire process of new rural construction.At the same time,it also provides a reference for the planning and construction of the cultural communication of characteristic towns under the background of networking.