On The Dilemma and Countermeasures of Intercultural Communication of Chinese National Image in The Context of New Media (original) (raw)

This study investigates the challenges and responses involved in shaping China’s national image through intercultural communication within the landscape of new media. It focuses on problems like cultural misunderstandings and media fragmentation and suggests ways to improve China’s global image. To reach the research objectives, a mixed-methods approach was adopted where structural-functional analysis, dialectical reasoning, and comparative analysis with empirical data from digital platforms were utilised. This methodology facilitates an in-depth examination of how China’s national image is portrayed across both traditional media and emerging digital channels and assesses the efficacy of current communication strategies. However, challenges like cultural misunderstandings, media polarization, and difficulty in maintaining a consistent positive image among diverse international audiences remain. Social media, on the other hand, offers new opportunities for direct engagement and cultural exchange, making it easier to share a positive image. Case studies show that targeted social media campaigns have helped address some of these issues by encouraging interactive dialogues and fostering cultural appreciation. To improve its international image, China needs to enhance its intercultural communication strategies by using the interactive and flexible features of new media. This includes creating culturally sensitive content, connecting with diverse audiences through personalized communication, and using data analytics to adapt messages effectively. These strategies are crucial for bridging cultural differences and maintaining long-term global engagement. This study offers practical insights for policymakers, communication strategists, and scholars working to improve China’s intercultural communication. By using digital platforms effectively, China can create a more positive and detailed global image, showing its cooperative and culturally rich identity.