Exploring the Influence and Potential of New Media on Traditional Cultural Communication

CHASS, University California Riverside, California, 92507, The United States

^* Corresponding author’s email: hwei029@ucr.edu

Abstract

This paper delves into the dynamic relationship between new media and traditional cultural communication, aiming to shed light on their impact, competitive advantages, and audience dynamics. It begins by unveiling the evolving landscape of new media platforms, highlighting the challenges faced by traditional cultural communication, and underscoring the positive influence wielded by new media in this context. Subsequently, the study scrutinizes the competitive edges inherent in new media platforms, encompassing their expansive reach, cost-efficiency, and heightened interactivity. The article also navigates through the shifting demographics of traditional cultural communication’s audience, focusing on the preferences and heightened engagement of the younger generation. In conclusion, the findings of this research are synthesized, culminating in a forward-looking proposal for the future evolution of traditional cultural communication. The digital age brings with it the risk of oversimplification and misrepresentation. Traditional cultural elements may be distilled into bite-sized, easily digestible content, potentially diluting their depth and significance. Additionally, there is the challenge of discerning authentic cultural representation from appropriation and commercialization.