Advances in Social Behaviour Research

Advances in Social Behaviour Research

Vol. 3, 01 March 2023

Open Access | Article

Strategies of Foreign Cultural Communication and Multicultural Coexistence on New Media Platforms ——The Research based on the Videos of Overseas Student Uploaders on Bilibili

Jiaqi Du * 1
1 School of Foreign Studies, Nanjing University of Posts and Telecommunications, Nanjing, Jiangsu,China

* Author to whom correspondence should be addressed.

Advances in Social Behaviour Research, Vol. 3, 370-381 Advances in Social Behaviour Research,
Published 01 March 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jiaqi Du. Strategies of Foreign Cultural Communication and Multicultural Coexistence on New Media Platforms ——The Research based on the Videos of Overseas Student Uploaders on Bilibili. LNEP (2023) Vol. 3: 370-381. DOI: 10.54254/2753-7048/3/2022504.


With the development of the multiculturalism, paying attention to the characteristics of foreign cultural dissemination and the coexistence strategy of Chinese and foreign cultures has a certain importance for the effective export of Chinese culture in the new media era.This study takes the seven most influential overseas student uploaders on the new media platform bilibili and the videos they created as the research objects, summarizes the content and characteristics of the videos through a combination of quantitative analysis and qualitative observation, analyzes the effect of foreign cultural communication on the bilibili platform, and takes this as an example to explore the development strategy of foreign cultural communication and multicultural coexistence on the new media platform from a macro perspective. The study found that based on three advantages of "innovative perspective brought by unique role positioning", "accurate grasp of audience's curiosity", and "integration of foreign culture and Chinese culture", overseas student uploaders have transcended the self-perceived role of general foreign culture communicators and regarded themselves as executors of the integration and coexistence of Chinese and Western cultures. At the same time, if a culture wants to use new media platforms to gain recognition and widespread communication in foreign countries, communicators should grasp current international popular news and cultural symbols, build emotional resonance in multicultural communication, and enhance practical innovation in communication contents and forms. Only when communicators actively eliminate prejudices and oppositions between cultures and build bridges for cross-cultural exchanges, can the coexistence and development of multi-culture become more comprehensive and vivid.


new media, overseas students., foreign culture, communication strategy, multicultural coexistence


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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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