Cross Cultural Hierarchy Phenomenon: A New Communication Mechanism to Disseminate Chinese Culture Overseas Based on Social Media

Abstract

Culture is created during the process of human activities, and the development and prosperity of culture highly depend on the dissemination of media. In the context of international communication, Chinese culture is facing up with challenges both from cultural prejudice and media bias. With the breakthrough of Web 2.0, new media technologies have subverted the communication mechanism of the traditional media, and cultural communication also changed dramatically. Since the Strategy of Chinese Culture Going-out is launched, it is high time to adopt new technology and creative thinking to promote Chinese culture overseas. This paper explores the communication mechanism of social media, by analyzing the three core components of Platform, User and Content of social media. Based on the principle of Acculturation, it posits that the key points to break personal information cocoon should include the following methods: 1. Enriching cultural communication forms (utilizing the characteristic of social platform); 2. Customizing cultural communication scheme (by User Typology analysis); 3. Creating cultural communication contents (converging multiple new media technologies). This paper further points out that a Cross Cultural Hierarchy Phenomenon would occur if before-mentioned methods are adopted to raise cultural communication effect, and it is believed that the passive situation of Chinese cultural communication should be changed to promote Chinese culture overseas.