Author(s)

XueFang Zhou

Affiliation(s)

School of International Education, Zhejiang Yuexiu University, Shaoxing 312000, Zhejiang, China.

Corresponding Author

XueFang Zhou

ABSTRACT

With the advent of the digital age, the widespread use of new media technologies such as social networks and multimedia platforms has provided unprecedented opportunities for the dissemination of traditional Chinese culture. However, the development of these technologies also brings challenges, such as audience dispersion and dilution of cultural values. Against this background, this paper attempts to repackage and disseminate Shaoxing Yue culture through new media platforms, with a particular focus on international students as an audience group. This paper attempts to use new media as a major channel to disseminate Chinese culture and explores how the interactivity and instant feedback of new media can facilitate cultural dissemination. It is found that customised content and targeted marketing strategies have effectively expanded the audience base of traditional culture on social media platforms and greatly enhanced international students' interest in traditional Chinese culture.

KEYWORDS

New media; International Chinese language education; Communication paths

CITE THIS PAPER

XueFang Zhou. Innovative paths for the communication of Yue culture in the new media era. Social Science and Management. 2024, 1(2): 21-23. DOI: https://doi.org/10.61784/ssm3015.

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