On Strengthening the Dissemination of Positive Chinese Traditional Culture in Colleges and Universities in the New Media Era

Abstract

General Secretary Xi Jinping once profoundly pointed out that “Positive Chinese traditional culture is the root and soul of the everlasting Chinese nation”.¹ However, the traditional communication mode of positive Chinese traditional culture is facing challenges and limitations in colleges and universities in the new media era. The development of a comprehensive new media platform is an inevitable trend to strengthen the dissemination of positive Chinese traditional culture in colleges and universities. The coexistence and collision of traditional media and new media has brought opportunities and challenges to the spread of positive Chinese traditional culture. To attract young audiences, mainly college students, it is necessary to expand the effective communication paths of positive Chinese traditional culture in colleges and universities in the new media era by means of content transformation, as well as the online and offline combination from the aspects of communication mode, communication form and communication content.