Author(s)

Mo Zhao

Corresponding Author

Mo Zhao

Abstract

This article mainly discusses the overseas communication path of Confucianism under the background of new media. This article sorts out the main channels and content forms of Confucianism spread on the new media platform, including social media, online videos, blog forums and other diversified platforms, as well as diversified content presentation methods such as graphic combination, short videos and live lectures. At the same time, this article also discusses the audience characteristics of Confucianism communication on the new media platform. By analyzing the characteristics and advantages of new media, this article puts forward effective communication strategies, and summarizes the successful experiences and shortcomings to provide reference for future communication work. Under the background of new media, the overseas dissemination of Confucianism has achieved remarkable results and successfully attracted the attention and interest of a large number of overseas audiences. However, there are also some shortcomings, such as fragmentation of content, single mode of communication and lack of continuous follow-up and feedback. This article puts forward the communication strategy of Confucianism according to the characteristics of new media, including content innovation, diverse forms and strong interaction, and emphasizes the importance of using the algorithm recommendation mechanism of new media platform, cooperating with overseas cultural institutions, and strengthening supervision and evaluation.

Keywords

New media; Confucianism; Overseas communication; Communication strategy