Analysis of foreign communication strategies of traditional Chinese culture in the era of new media

Abstract

The modern world is experiencing significant changes in the sphere of culture and communications, especially with the advent of new media. In recent decades, the total number of Internet users has increased significantly, reaching 4.9 billion people in 2021 (International Telecommunication Union, 2021). In this regard, it becomes relevant to study the communication strategies used by different cultures to attract and retain an audience in new media. One of the cultures attracting more and more attention is the traditional Chinese culture, which is diverse and unique. In 2021, the number of foreign users interested in Chinese culture exceeded 200 million people (China Internet Network Information Center, 2021). In this study, we analyze foreign communication strategies of traditional Chinese culture used in the era of new media. The purpose of the study is to identify the main directions of communication strategies of traditional Chinese culture in new media and determine their effectiveness based on statistical data. During the analysis, five key areas will be considered, based on scientific research published in the period from 2018 to 2022. These areas include teaching Chinese, adapting traditional Chinese arts, popularizing Chinese cuisine, spreading knowledge about Chinese medicine, and presenting Chinese history and attractions.