A Study on the Cross-Cultural Communication Paths of Wu Dialect Cultural and Tourism IP from the Perspective of the Belt and Road Initiative

Yiqing Zhang; Huan Cao; RuiLing Ji; Qile Yu

doi:10.63313/LLCS.9162

Authors

Yiqing Zhang School of English Studies, Zhejiang Yuexiu University, 312000, Shaoxing, China Author
Huan Cao School of English Studies, Zhejiang Yuexiu University, 312000, Shaoxing, China Author
RuiLing Ji School of English Studies, Zhejiang Yuexiu University, 312000, Shaoxing, China Author
Qile Yu School of English Studies, Zhejiang Yuexiu University, 312000, Shaoxing, China Author

DOI:

https://doi.org/10.63313/LLCS.9162

Keywords:

Wu dialect, cultural and tourism IP, cross-cultural communication, the Belt and Road Initiative, digital empowerment

Abstract

As the core carrier of Wu-Yue culture, the Wu dialect is confronted with a severe intergenerational discontinuity and cultural identity crisis in overseas Chinese communities. The in-depth advancement of the Belt and Road Initiative has ushered in a new historical opportunity for the cross-cultural communication of the Wu dialect. Based on Lasswell's 7W communication model, this study focuses on the cross-cultural communication of Wu dialect cultural and tourism IP, systematically sorts out the dilemmas of dialect inheritance among overseas Chinese, and puts forward a trinity cross-cultural communication strategy of "content production – media selection – audience adaptation". The research argues that we should give full play to the enabling role of digital technology. Through paths such as bilingual content production integrating "Wu Chinese + foreign languages", the construction of a multi-platform overseas social media matrix, and differentiated hierarchical communication for audiences, we can promote the Wu Chinese dialect from a regional language to international communication, and provide dialect cultural support for people-to-people bonds under the Belt and Road Initiative.

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