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.
J. Shen—This paper is supported by “Research on the Concept of Community of Shared Future of Mankind and the Reconstruction of Global Communication Order” (18BXW062).
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Xinhuanet: China urges U.S. to abandon prejudice against Confucius Institutes 06 December 2014. http://en.people.cn/n/2014/1206/c90000-8819080.html. Accessed 21 Nov 2019
Peiren, S., Jinyun, Y.: Harmony but not uniformity, unity and then success: modern values of excellent traditional Chinese culture. J. Xinjiang Norm. Univ. 36(6), 52–62 (2015)
Geertz, C.: The Interpretation of Cultures: Selected Essays, p. 89. Basic Books Publishers, New York (1973)
Samovar, L.A., Porter, R.E., McDaniel, E.R.: Communication Between Cultures, 13th edn, pp. 10–13. Wadsworth Cengage Learning, Boston (2012)
Tomlinson, J.: Globalization and cultural identity. In: The Global Transformations Reader: An Introduction to the Globalization Debate, p. 269. Polity Press, Cambridge (2003)
Tomlinson, J.: Globalization and cultural identity. In: The Global Transformations Reader: An Introduction to the Globalization Debate, p. 270. Polity Press, Cambridge (2003)
Giddens, A.: The Consequences of Modernity, p. 64. Polity Press, Cambridge (1990)
Entman, R.M.: Framing bias: media in the distribution of power. J. Commun. 57(1), 163–173 (2007)
Van Dijck, J.: The Culture of Connectivity: A Critical History of Social Media, p. 4. Oxford University Press, New York (2013)
Obar, J.A., Wildman, S.: Social media definition and the governance challenge: an introduction to the special issue. Telecommun. Policy 39(9), 745–750 (2015)
Boyd, D.M., Ellison, N.B.: Social network sites: definition, history, and scholarship. J. Comput. Med. Commun. 13(1), 210–230 (2007)
Huang, L., Lu, W.: Functions and roles of social media in media transformation in China: a case study of “@CCTV NEWS”. Telematics Inf. 34, 774–785 (2017)
Strickland, J.: How Web 2.0 Works. http://computer.howstuffworks.com/web-202.htm. Accessed 28 Dec 2007
Ellison, N., Steinfield, C., Lampe, C.: The benefits of Facebook ‘‘friends’’: exploring the relationship between college students’ use of online social networks and social capital. J. Comput. Mediat. Commun. 12(3), 1143–1168 (2007)
CNNIC: The 39th Statistics Report on Internet Network Development of China (2017). http://cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201701/P020170123364672657408.pdf. Accessed 28 Oct 2019
Boyd, D.: Friends, friendsters, and top 8: writing community into being on social network sites. First Monday 11(12), 1–15 (2006)
Borg, E.: Discourse community originate from Linguistic theory which means group of people that have goals or purposes, and use communication (a set of discourse, common values and norms) to achieve these goals. Discourse communities. ELT J. 57(4), 398–400 (2003)
Short, J., Williams, E., Christie, B.: The Social Psychology of Telecommunications. Wiley, Hoboken (1976)
Shao, P., Wang, Y.: How does social media change Chinese political culture? The formation of fragmentized public sphere. Telematics Inform. 34(3), 694–704 (2016)
Bünyamin, A.: Virtual communities as a social and cultural phenomenon. J. Educ. Learn. 5(3), 149–158 (2016)
Boyd, D., Ellison, N.: Social network sites: definition, history, and scholarship. J. Comput. Mediat. Commun. 13(1), 210–230 (2010)
Van Dijck, J.: The Culture of Connectivity: A Critical History of Social Media, p. 36. Oxford University Press, New York (2013)
Shirky, C.: Here Comes Everybody: The Power of Organizing Without Organizations, p. 12. The Penguin Press, New York (2008)
Gillmor, D.: We the Media: Grassroots Journalism By the People. For the People. O’Reilly Media Inc, Sebastopol (2006)
Shirky, C.: Here Comes Everybody: The Power of Organizing Without Organizations, p. 51. The Penguin Press, New York (2008)
Kietzmann, J.H., Hermkens, K., Mccarthy, I.P., Silvestre, B.S.: Social media? Get serious! understanding the functional building blocks of social media. Bus. Horiz. 54(3), 241–251 (2011)
Koopmans, R., Statham, P.: Political claims analysis: integrating protest event and political discourse approaches. Mobil. Int. Q. 4(2), 203–221 (1999)
Agichtein, E., Castillo, C., Donato, D., Gionis, A., Mishne, G.: Finding high-quality content in social media. In: Proceedings of the 2008 International Conference on Web Search and Data Mining, pp. 183–194. ACM (2008)
Tosa, N., Matsuoka, S., Ellis, B., Ueda, H., Nakatsu, R.: Cultural Computing with Context-Aware Application: ZENetic Computer. In: Kishino, F., Kitamura, Y., Kato, H., Nagata, N. (eds.) ICEC 2005. LNCS, vol. 3711, pp. 13–23. Springer, Heidelberg (2005). https://doi.org/10.1007/11558651_2
Schuler, D.: Social computing. Commun. ACM 37(1), 28–29 (1994)
Sunstein, C.R.: Infotopia: How Many Minds Produce Knowledge, p. 9. Oxford University Press, London (2008)
Redfield, R., Linton, R., Herskovits, M.J.: Memorandum for the study of acculturation. Am. Anthropol. 38, 149–152 (1935)
Berry, J.W.: Immigration, acculturation, and adaptation. Appl. Psychol. 46(1), 5–34 (1997)
Haixia, G.: New social networking features and model analysis of information dissemination. J. Mod. Inf. 32(1), 56–59 (2012)
Petter, B.B., Jan, H., Amela, H.: Understanding the new digital divide—a typology of Internet users in Europe. Int. J. Hum. Comput. Stud. 69(3), 123–138 (2011)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer-Verlag GmbH Germany, part of Springer Nature
About this chapter
Cite this chapter
Shen, J. (2020). Cross Cultural Hierarchy Phenomenon: A New Communication Mechanism to Disseminate Chinese Culture Overseas Based on Social Media. In: Pan, Z., Cheok, A., Müller, W., Zhang, M. (eds) Transactions on Edutainment XVI. Lecture Notes in Computer Science(), vol 11782. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-61510-2_27
Download citation
DOI: https://doi.org/10.1007/978-3-662-61510-2_27
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-662-61509-6
Online ISBN: 978-3-662-61510-2
eBook Packages: Computer ScienceComputer Science (R0)