Strategies for Enhancing the External Communication of Chinese Culture in the Age of Big Data

Abstract

Abstract The value of Chinese culture’s external communication is used as an entry point to construct the external communication ecosystem in this paper. In order to be able to analyze the factors affecting communication power, the differential game in game theory is used to make the optimal decision of the communication power strategy and then construct the system of the external communication power of Chinese culture. The specific factors affecting the external communication power of Chinese culture are analyzed through multiple covariance tests, regression tests, and robustness tests. The results show that there is a significant positive correlation between Confucius Institutes (CIs) and the spread of Chinese culture to the outside world. The power of Chinese culture spreading to the outside world will increase by 0.9%-2.5% with every 10% increase in the number of CIs. For every 10% increase in the proportion of the total population using the Internet, the contribution to the spread of Chinese culture abroad is approximately 10%-15%. This shows that the foreign communication power of Chinese culture can be further enhanced by building Confucius Cloud Academy in the era of big data.