Research on the External Communication Path of Chinese Culture in the New Media Era

With the rapid development of the Internet, China has entered the new media era. New media with its instant, interactive and personalized characteristics and advantages are more and more recognized and accepted by the public, and its role in the dissemination of Chinese culture is becoming more and more significant. Under the background of “the Belt and Road Initiative” construction, we must not only focus on the internal spread of Chinese culture, but also make full use of the new media technology to innovate the communication path, so that China's excellent culture can “go out”, transmit the Chinese voice to the world, and tell the story of China.