A Study on the Communication Strategies of Overseas Chinese Media

Participating in the Integration of Rural Traditional Culture Under

Intelligent Media Communication

Yichen Zhang

, Yixuan Shang

, Wenting Hua

, Yiru Chen

and Guoli Chen

2,*

Associate of Arts in Media, Cultural and Creative, HKU SPACE Community College, Hongkong, China

School of Humanities and Law, Zhejiang Gongshang University Hangzhou College of Commerce, Tonglu, China

Keywords: Integrated Communication, Traditional Culture, Overseas Chinese Media, Rural Revitalization.

Abstract: With the popularization of new media technology and the rapid development of new rural are-as, the ancient

villages, which contain the fruits of Chinese civilization for 5,000 years, have been subjected to the impact of

multi-culture. It is the focus of rural revitalization and cultural construction to protect and inherit the

traditional culture which is rapidly disappearing. The core issue discussed in this paper is how overseas

Chinese media can make full use of the communication advantages of new media and digital technology, tap

the core tension and in-novation of traditional culture, design and produce cultural products innovatively,

construct a diversified and co-built integrated communication media matrix, enhance cultural communication

power, and provide intellectual support for the traditional culture of ancient villages to help rural revitalization.

1 INTRODUCTION

This chapter mainly presented the background of the

study and the necessity for the inheritance of rural

traditional culture.

The government has always attached great

importance to the inheritance and dissemination of

traditional culture. Leaders have stressed the status

and significance of fine traditional Chinese culture on

many occasions, and issued a series of important

speeches, reports and programmatic documents to

make special discussions.

To protect and inherit traditional culture, we

should let rural areas "see green mountains and green

waters and remember homesickness". To remember

homesickness is to preserve the roots of our culture.

Without history, there is no future. Perhaps this is

why the protection of cultural heritage has a positive

effect. In the process of implementing the rural

revitalization strategy, it is also of great significance

to use the inheritance and protection of fine

traditional culture as a soft power and booster,

achieve a win-win situation for both protection and

utili-zation, and give full play to the multiple values

of cultural heritage.

Overseas Chinese media is called "the spiritual

home of overseas Chinese". For overseas Chi-nese, it

is not only a relationship between media and audience

in a simple sense, but also an important spiritual pillar

for Chinese in foreign countries. It is not only a bridge

for them to understand and integrate into the local

society, but also an important and unique channel for

them to connect with the motherland. Just as Polish

writer Xienke Weizhi's world-famous novel The

Lighthouse Keeper vividly describes the joy of a

lighthouse keeper who has been wandering all his life

when he sees publications in his native language in

his loneliness: in his loneliness, books in Polish come

-- in his opinion, this is simply an extraordinary thing,

a sound from a distant hometown, a miracle.

Therefore, the overseas Chinese media's participa-

tion in the transmission of rural traditional culture and

the dissemination of China's peaceful rise has its

special status and role.

2 LITERATURE REVIEW

The research on overseas Chinese Media

Participating in integration of the rural traditional

culture mainly focuses on the following aspects.

250

Zhang, Y., Shang, Y., Hua, W., Chen, Y. and Chen, G.

A Study on the Communication Strategies of Overseas Chinese Media Participating in the Integration of Rural Traditional Culture Under Intelligent Media Communication.

DOI: 10.5220/0013989500004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 250-257

ISBN: 978-989-758-778-8

2.1 Connotation of Rural Traditional

Culture

The spiritual heritage of traditional villages is far

richer than the visible material heritage. They exist

because of the existence of the village, and make the

village tradition thick and fresh. While the culture

and the acquisition of rules and regulations are the

historical precipitation that grows with the growth of

villages, the red culture is the advanced culture

nurtured by the Chinese nation and the people in the

revolutionary struggle and they are powerful spiritual

driving force formed in the revitalization and

development of rural areas.

2.2 History and Development of

Overseas Chinese Media

Overseas Chinese media originated in the mid-19th

century and boasts a history of nearly two hundred

years. It emerged from the need of overseas Chinese

for news and culture from their hometown and

gradually evolved into an essential part of the overseas

Chinese community. These media are not only

channels for information dissemination but also

significant plat-forms for the overseas dissemination

of Chinese culture. According to the World Chinese

Media Development Report (2023), Chinese media

exist in 73 countries and regions across five

continents, among which Asia has the largest volume

of Chinese media. Many of them at-tempted bilingual

publishing, which will break the narrow circumstance

where overseas Chinese media only serve overseas

Chinese and further enhance the efforts to disseminate

Chinese culture and promote exchanges and

cooperation between Chinese and foreign

governments.

2.3 The Role of Overseas Chinese

Media in the Dissemination of

Chinese Culture

The "2024 Overseas Chinese New Media Innovation

and Development Report" indicates that the

functional positioning of overseas Chinese new

media is shifting from traditional content production

and dissemination to the composite media function of

multi-value integration and development. By

reporting on China's economic, cultural, and social

status quo, overseas Chinese media enable overseas

readers to understand China's development and

changes, allowing overseas readers to sense the

vitality of Chinese culture. Additionally, overseas

Chinese media convey China's voice by reporting

Chinese news and provide authentic and

comprehensive information to overseas readers. Chen

Guoli (2019) proposed that overseas Chinese media,

as disseminators, interpreters, and practitioners of the

"Chinese Dream", will play an irreplaceable and vital

role in shaping a favorable international image of

China and promoting the global declaration of the

"Chinese Dream".

2.4 Practice Paths for Overseas

Chinese Media to Enhance the

Ethnic Cultural Identity of

Overseas Chinese

Ding Hegen (2017) pointed out that there are

numerous channels and carriers for overseas Chinese

communication, and Chinese media is one of the main

ones, which plays a significant role in enhancing the

national cultural identity of overseas Chinese.

Overseas Chinese media have adopted various

practical approaches to enhance the national cultural

identity of overseas Chinese. Firstly, they promote

the core values of Chinese culture, deepen cultural

exchanges and cooperation, and actively participate

in international cultural exchange activities.

Secondly, by reporting on Chinese traditional

festivals, folk art, and food, overseas readers can

experience the charm of China. The "2024 Overseas

Chinese New Media In-novation and Development

Report" calls on overseas Chinese new media to

actively respond to the overall situation of high-

quality development of the motherland, consciously

improve the effectiveness of international

communication, tell China's story well to the world

3 RESEARCH METHODOLOGY

3.1 Theoretical Framework

3.1.1 Cultural Capital Theory

It was first proposed by French sociologist Pierre

Bourdieu in 1986. It emphasizes the value and

importance of culture to individuals and society, and

culture exists in the form of spirit in specific

individuals, which is a cultural ability of sustainable

development. Cultural capital is carefully invested

and developed on the basis of the natural formation of

culture, and is the cultural ability obtained by

individuals in order to realize their own value through

educational investment.

A Study on the Communication Strategies of Overseas Chinese Media Participating in the Integration of Rural Traditional Culture Under

Intelligent Media Communication

251

3.1.2 Symbiosis Theory

The term “symbiosis” was introduced into biology by

Anton de Bary in 1879. Symbiosis is a biological term

referring to “a close, sustained coexistence of two

species or kinds of organisms” (Encyclopedia

Britannica, 1992). Current studies on industrial

symbiosis from three main perspectives:

characterization of the conditions under which

industrial symbiosis complexes form, the exchange

relationships that sustain their development, and the

benefits that accrue to industries that participate in

them.

3.2 Description of the Complex

Relationship

3.2.1 Culture and Communication

The co-creative role of culture and communication in

intertwining societal perceptions with self-concepts

and meaning generation is crucial for understanding

the dynamics of our shared realities, individual

identities, and the transmission of meanings across

different contexts. This highlights the importance of

integrating cultural grounding and literacy within

communication education for aspiring journalists and

media creators to enable sensitive representation and

contextualized interpretation essential for impact

practice.

3.2.2 Content and Performance

Both the content and form of culture play significant

roles in influencing people's cognition of culture.

Therefore, respecting these relationships is essential

when integrating cultural traditions into education to

produce positive results.

3.3 Data Collect and Analysis Methods

This research is a content analysis study. The

researchers collected literates from CNKI and Google

Scholar database, and data from research samples by

interview. Nvivo is used for data analysis.

4 FINDINGS AND

CONCLUSIONS

4.1 Challenges Faced by the Protection

of Rural Traditional Culture Under

the Background of Rural

Re-Vitalization Strategy

Firstly, with the acceleration of economic

development, traditional villages are hollowing out,

the phenomenon of aging is serious, the countryside

is in decline and depression, ancient buildings are

dilapidated and have no one to repair or even face

collapse, there are few heirs of traditional skills, and

traditional customs are gradually declining.

Second, policy implementation is not in place.

Local laws and regulations, institutional constraints

are weak, lack the support of the upper law, only rely

on the local, villages and towns alone, for the

protection of traditional villages, it is a more difficult

thing.

Thirdly, there is a shortage of funds and

prominent contradictions. Local governments rarely

include the expenditure for the protection of rural

traditional culture into their fiscal budgets, and the

funds are obviously insufficient. Most of them are

invested in the construction of rural infrastructure,

which restricts the development of traditional culture

and has a slow effect.

4.2 Analysing on the Core Features of

Rural Traditional Culture from the

Multiple Perspectives of Cultural

Cognition

The fine traditional Chinese culture has a long history

and is extensive and profound. It is the crystallization

of the wisdom of the Chinese civilization. Each

ancient village has its own long history and splendid

culture, with its own uniqueness and channels for

resource transformation, which is the aspiration of the

public to embrace traditional culture and local

civilization.

The report to the 20th National Congress pointed

out that "we should make deep efforts to tap into the

ideas, humanistic spirit, and moral norms contained

in fine traditional Chinese culture, and carry on and

innovate in light of the requirements of The Times, so

that Chinese culture will exhibit its permanent charm

and the charm of The Times".

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4.2.1 Mining the Core of Rural Traditional

Culture

Village culture, which is rooted in traditional society,

contains the essence of enduring value. What kind

of spiritual nature and principles of healing can they

trace back to? What kind of character are they? What

is its value? Is the core of culture.

Rural traditional culture includes farming culture,

ecological culture, national culture, folk culture and

other aspects, "from the Chinese characteristics of the

agricultural solar term, to the road nature, nature and

human integration of ecological ethics. From houses

and villages with their own characteristics to the

ingenious agricultural landscape; from the festival

activities with local flavor to the colorful folk art;

from the ancestral teachings of farming and filial

piety, to the local customs of neighborhood watch and

honesty and courtesy, these are the distinctive labels

of Chinese culture. They all carry the genetic code of

the Chinese civilization and highlight the ideological

wisdom and spiritual pursuit of the Chinese nation".

4.2.2 Analysis of the Strategy and Path of

Core Reconstruction of Rural

Traditional Culture

The excavation and reconstruction of the core of

traditional culture is not only a process of condensing

and forming the core value system, but also a process

of public acceptance and recognition of the spirit of

traditional culture; It is a sign of and an important

support for the prosperity and development of culture.

To reconstruct the core of rural traditional culture,

we can adopt methods and strategies such as

inheritance, repair, reorganization and development

according to the characteristics and existing

conditions of culture, and promote the brand project

of "one village, one product" of traditional village

cultural heritage.

Inheriting the Original Ecology. Culture is the

expression of people's ideas, feelings and souls,

without people's emotions and spirits, no matter how

good the form and skills have nothing to do with

excellence; Nationality and tradition are the root and

origin of culture, if the root vein is lost, it will wither.

The connotation mining and reconstruction of rural

traditional culture should be based on the in-heritance

of the overall feeling displayed by the culture itself,

and the historical continuation and sustainable

development of various cultural factors should be

fully considered. Otherwise, the overall charm and

characteristics of the village cannot be displayed, and

it is not conducive to the construction of the village

cultural brand.

Selective Repair. Focus on a group of the most

distinctive cultural elements for restoration. Among

the traditional villages in Jiangnan, the buildings built

during the Ming and Qing Dynasties are of great

preservation value. Effectively protecting and

repairing these historical relics is the first problem to

be solved in the village development and cultural

reconstruction. There are two directions for the

renovation of the building group: one is the overall

renovation of the building group, which aims at

maintaining the continuity and integrity of the village

space; The second is to partially repair the historical

buildings, landscapes, places and other elements that

can reflect the cultural characteristics of ancient

villages, so as to express the historical artistic

conception as accurately as possible.

Fusion Recombination. Rural traditional culture, in

the baptism of time circulation, the cultural elements

of the past dynasties superimposed on each other. The

cultural imprints of the past dynasties are interwoven

with certain specific rules, forming a complete village

characteristic culture and displaying the unique style

of the village. In the reconstruction of rural traditional

culture, fresh cultural factors should be injected into

special nodes in a planned way on the basis of

grasping the overall framework of the village, so as to

promote the overall healthy development of rural

traditional culture.

Innovative Development. Innovation is the driving

force of cultural development. While formulating the

development strategy for culture, the government has

also endowed culture with the connotation of

innovation, requiring that "the spirit of innovation

permeates the whole process of cultural creation and

production". To realize the prosperity and

development of culture is a major issue of The Times,

and it is particularly important to innovate the

production content and communication mode of

cultural products. Without innovation, there will be

no living conditions and development space for

culture. Without innovation in place, the development

of culture will lose its due vitality and charm.

A Study on the Communication Strategies of Overseas Chinese Media Participating in the Integration of Rural Traditional Culture Under

Intelligent Media Communication

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4.3 Exploring the Production Mode of

Traditional Cultural Products from

the Development Perspective of

Cultural Innovation

The improvement and popularization of new media,

digital technological means and terminal equipment

have produced an audience group with very similar

information and cultural back-ground, and also

enriched the means of cultural expression. The

production of rural traditional cultural products is also

derived from the wings of science and technology.

Driven by modern science and technology, the

production of each cultural product will no longer be

a single product form, but to consider the complete

industrial chain through product production, sales and

feedback at the beginning of design, thinking about

cultural connotation and expression mining, cultural

image design, cultural form packaging, thinking

about improving the experience and expression of

cultural products.

4.3.1 Develop Characteristic IP, Derivative

Innovation and Expand the Industry

IP is a content system with commercialization,

productization and value. For traditional villages, IP

is the characteristic of the village, the core element of

the village, the core cognitive product of the village,

the core attraction of the village, and the characteristic

industry that is subdivided to the extreme. In the era

of pan-entertainment Internet and mobile, featured IP

can create fan economy, social and economic

benefits.

Therefore, the development of traditional villages

needs to tap the core and vitality of culture, identify

and highlight the characteristics, transform resources

into content, form a good cultural output, and realize

the conversion of content into value. This is the

driving force for the development of traditional

villages and the basis for sustainable development.

Whether the cultural products contain sufficient

cultural connotation, whether there is a touching story

de-sign behind it, beauty, emotion and entertainment

sense have become the key to the competition of

cultural and creative products.

Further development can be based on the

characteristic IP, make full use of diversified cultural

carrier resources, complete IP adaptation and series

derivative, and even create new IP, and use the

communication effect of IP to develop the

surrounding industries, and even change the financing

form and business model, so that the dissemination

scope and effect of traditional culture can be

extremely expanded. Such an innovative

development model is worthy of our research,

exploration and reference.

4.3.2 Leveraging the Power of Modern

Technologies to Realize Technological

Development and Expand Neighboring

Industries

Modern technology has become a way of life. Under

the premise of continuous improvement of Internet,

cloud computing, big data and other technologies, the

production of traditional cultural products has begun

to explore services based on different life application

scenarios, giving culture a new derivative channel.

First of all, the development of audio and video

production and communication technology has made

personalized, scene-oriented and interesting mobile

audio and video content production the norm. It

ADAPTS to the fragmented and visual characteristics

of human reading in the era of mobile Internet. The

most prominent representative is the development of

short video. The content production mode of mobile

audio and video of traditional culture has activated

the vitality of traditional culture and played a

boosting role in the inheritance and pro-motion of

traditional cultural spirit.

The second is the modern visual technology

display. Modern sound and light technology creates a

gorgeous sound and light scene for the display of

performance culture, creates an atmosphere, and

makes the presentation of culture more visual impact,

and the traditional culture resonates with science and

technology. Hologram technology, using different

combinations of sound and light, can vividly

reproduce the virtual image.

With the help of artificial intelligence technology,

cultural creation is carried out, breaking the barriers

of cultural cross-language and cross-regional

transmission, and also bringing a comprehensive

upgrade of audio-visual sensory interaction

experience. With the advent of the AI era, the cultural

and creative industry has also begun to shift to the

direction of intelligence, and new technologies have

brought new added value of science and technology

to the cultural and creative industry.

4.3.3 Innovate User Experience Models

The ultimate goal of the inheritance and promotion of

traditional culture is the psychological perception of

users. User psychological perception mainly includes

three aspects: entertainment perception, aesthetic

perception and emotional perception, paying special

attention to the experience marketing of the

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development trend of new user experience

consumption.

Experiential marketing emphasizes the value of

consumers' experience. The typical representative is

the "technology + culture" immersive experience. By

establishing the application of virtual reality,

augmented reality, mixed reality and other

technologies, it creates a new visual form in the

virtual world, pays attention to the immersive real

experience, provides participants with a virtual

environment that is infinitely close to the real

situation, satisfies the audience's zero-distance

perception of traditional culture, and ensures their

new body sense participation.

National cultural identity in experience marketing

takes storytelling as the core, which not only allows

the audience to consciously understand the content of

traditional culture, but also allows the audience to

consciously bring the sense of identity, and

understand the spiritual core and essence of

traditional culture while generating emotional

resonance.

4.4 With the Integration Perspective of

All-Media Communication, the

Multi-Component Construction of

Rural Traditional Culture

Integration Communication

Strategy Construction

The inheritance and development of traditional

culture not only depends on the internal tension of

traditional culture itself and the vigorous vitality of

innovation, but also depends on how it is spread and

accepted by the public. At present, it is necessary to

analyze the influencing factors that adapt to the

omnimedia communication of traditional cultural

products from the integrated perspective of

omnimedia communication, and build a malleable

omnimedia communication matrix of rural traditional

culture.

Overseas Chinese media can and should,

according to the information needs and spiritual needs

of overseas Chinese, examine the relationship

between overseas Chinese, overseas Chinese media,

home country and residence in the context of the

globalization process, and explore the integration and

communication system of rural traditional culture

jointly built by diversity from the perspective of

cross-cultural communication, so as to enable the

global development of the Chinese language.

4.4.1 Joint Efforts of Multiple Entities

Media fusion is a new mode of operation under the

diversification of information transmission channels,

and it is an information transmission jointly built by

multiple subjects. Its information disseminators are

multiple systems, which complement each other and

improve together. The core elements of the multi-

body embodied in the integration and communication

of rural traditional culture include: government-led,

social participation, and market catalysis.

First, we should pay attention to the historical

background of the development of traditional culture

communication. As the core of the traditional culture

inheritance system, the government is the overall

commander, organizer and supervisor of cultural

development to help rural revitalization. It provides

policy guarantees, formulates standards and norms,

regulates production and dissemination behaviors,

and ensures the normal operation of the industrial

chain.

Second, we should understand that social

participation is to make up for the lack of public

cultural services provided by the government, guide

organizations or individuals to participate in the

production of public cultural products, provide public

cultural services expected by the government, and

realize the extension of government capabilities and

functions. The performance is that organizations or

individuals participate in in-depth cooperation in

technology research and development, content

production, application development, channel

communication, investment and operation, platform

promotion, supporting services, etc. Cultural service

industry subjects such as libraries, museums, cultural

centers, smart teaching organizations serve to create

the last kilometer space and atmosphere of cultural

transmission.

Third, we must recognize that traditional culture

has a modern development environment. With the

prosperity of the consumer society, traditional

culture, including cultural undertakings and cultural

services, has begun to enter the cultural consumption

market in a way that is more widely accepted by the

public. With the continuous development of the

market, the boundary between cultural undertakings

and cultural industries becomes blurred, and the mass

cultural consumption circle gradually takes shape.

4.4.2 Emerging Technologies Are Helping

Take advantage of new technologies to strengthen

communication capacity, especially the use of mobile

Internet, big data, artificial intelligence, blockchain,

5G and other technologies to realize data

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Intelligent Media Communication

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interconnection, visualization and intelligence in the

cultural industry.

Use New Technologies to Build Cultural Resource

Repositories. Rely on cloud computing technology

to build a service platform, establish a diversified

digital management platform, gather various types of

digital resources, such as video resources, net-work

information resources, and build a multi-source

heterogeneous digital resource library; Through

cloud services and shared space, digital resources can

be shared, co-built, long-term preserved and

efficiently transmitted. Participants should focus on

inviting traditional inheritors of folk culture to serve

as important promoters of digital management

platforms, so as to enhance their confidence in

disseminating culture.

Use Digital Technology to Build Display

Platforms. Digital technology is a good means of

displaying and disseminating traditional culture, and

helps to protect intangible cultural heritage. In order

to achieve digital exhibitions and the spread of

traditional folk culture, digital data must fully record

not only the contents of traditional culture, but also

the modes of expression, as preserving and creating

conditions conducive to the cultural enrichment of

their ancestors, modes of expression, etc., is

important to ensure the sustainability of culture.

The data resources can be built into an open digital

library to realize "Internet + public service", and can

also be integrated and processed according to user

needs for heterogeneous data, complete data

screening, and provide characteristic services.

Use Digital Technology to Establish a

Management Platform. Digital technology records,

storage, dissemination and display, there is a risk of

technical security risks. It is necessary to focus on

improving the security factors of digital exhibitions

and traditional popular culture communication, and to

manage and prevent the security risk points in the

digital communication management platform, so as to

promote the effective exposure and dissemination of

information.

4.5 Construction of Integrated

Communication Media Matrix

The spread of culture depends on the development of

media. With the development of communication

technology, Chinese traditional culture has adopted

different modes of communication. Both traditional

media and new media have their own advantages in

the dissemination of traditional culture. Traditional

media can make full use of its advantages of "content

is king", carry out systematic, comprehensive and

overall reports, and become a magic weapon to attract

audiences to systematically understand traditional

culture. Advanced new media and digital

technologies, including cloud computing, big data,

multi-channel and multi-platform technical

foundation support, have a wide range of audience

groups, these advantages provide a better path and

space for the dissemination of traditional culture. We

should be committed to studying the communication

forms of fine traditional Chinese culture in different

media, relying on the law of news communication and

the law of media development, integrating multi-form

media resources, exploring new paths for the all-

media communication of traditional culture,

constructing an integrated media communication

matrix, forming a new pat-tern for the development

and communication of traditional culture, and

vigorously demonstrating the charm of Chinese

culture..

5 SUMMARY AND REFLECTION

Industrial revitalization is the foundation, personnel

revitalization is the key, cultural revitalization is the

soul, ecological revitalization is the support, and

organizational revitalization is the guarantee. As long

as the soul of rural culture is well formed, it can

provide intellectual support and spiritual impetus for

rural revitalization. The integration of traditional

culture and emerging technology makes positive

contributions to the sustainable development of

traditional cultural heritage, and is an important force

for the reconstruction of Chinese traditional culture

system on the basis of Chinese cultural confidence,

and the realization of rural revitalization and national

rejuvenation.

As an important link between the country and

overseas Chinese, overseas Chinese new media serve

as an information platform for overseas Chinese,

especially the new generation of immigrants, to share,

interact and exchange information, carrying a kind of

nostalgia and a kind of reverence for home and

country, and also becoming a new force for spreading

Chinese culture, telling Chinese stories and shaping

China's image to the international community. While

adhering to the concept of "a community with a

shared future for mankind" and with a heart of a child,

overseas Chinese media actively participate in the

dissemination of rural traditional culture, integrate

into the overall national strategic communication,

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attack in multiple ways and multiple ways, build a

new matrix of communication, and stick to the

position of China-related reporting, so as to

contribute their own strength to the realization of the

Chinese dream and the great rejuvenation of the

Chinese nation. It can fulfill their own responsibilities

and responsibilities, and win a better influence in the

global communication pattern.

ACKNOWLEDGEMENTS

This research is supported by 2023 Cultural Exchange

special project of the China-Foreign Cultural

Exchange Center of the Ministry of Education and the

Sino-Foreign Research Institute of Cultural and

Tourism Industry (No. 112023WHLY1011) and the

2023 academic research project of Zhejiang Cultural

and Creative Industry Association "Research on the

International Transmission Path of Intangible

Cultural Heritage Image".

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