'Break cultural barriers with new media apps'

Chen Yuehong, dean of the College of Humanities and Social Sciences of the Southern University of Science and technology, attends the Sub-forum on Innovative International Communication in the Age of New Media today. Lin Jianping

Chen Yuehong, dean of the College of Humanities and Social Sciences of the Southern University of Science and technology (SUSTech), stressed the utilization of applications of new media to overcome cultural barriers, avoid cultural misreading and over-interpretation for cross-border communication at the Sub-forum on Innovative International Communication in the Age of New Media of the 2023 Forum on Building Up China’s Cultural Strength today. 

6月8日，在首届文化强国建设高峰论坛“新媒体时代的国际传播创新”分论坛上，南方科技大学人文社会科学学院院长陈跃红表示：“在跨文化传播过程中，借助新媒体和垂直领域的应用进一步穿透文化壁垒，减少文化误读，避免过度诠释。”

“On this basis, we could build new forms of communication and exchange so as to promote Chinese culture and contribute to Chinese modernization,” Chen added. 

陈跃红补充道：“在这个意义上建设新的交流、传播业态，为未来中国特色的文化推广和中国式现代化作出贡献。”

According to Chen, cultural barriers, cultural misreading and over interpretation are the three major issues commonly seen in international communication. In Chen’s opinion, the development of AGI (artificial general intelligence) has brought an important opportunity to achieve a global coverage of information. 

陈跃红指出，在国际传播和交流过程中，通常会碰到的三个重大问题是，如何穿越文化壁垒、如何避免文化误读、如何避免过度诠释。通用人工智能的发展，为此带来了一个重大机遇，可帮助实现全球覆盖。

AI (artificial intelligence) usually refers to artificial intelligence for a single application scenario, while AGI is more general. 

AI（人工智能）通常指单一应用场景的人工智能，而AGI则更加通用化。

Chen said that given different personal values and beliefs, each person has their own choices for information. Reducing cultural misreading is essential for effective communication. 

“出于不一样的信仰、价值观，每个人都有自己的接受屏幕，这个接受屏幕注定信息的选择性和认可性，这个研究非常重要。如果要实现有效交流，就要减少文化误读。”陈跃红说。

Additionally, Chen suggested that communication should also aim at addressing the deficient areas of the target audience. 

减少文化误读还需要针对西方国家社会环境的匮乏选择相对应的传播内容。

Chen explained that "the two world wars of the 20th century shattered the faith of the young generation of the West, so they went to the East in search of Chinese symbols. Today, we could look at what is lacking in the Western culture, and then spread it in a targeted manner in order to achieve effective communication.”

陈跃红解释道：“比如，上个世纪二次世界大战让西方年轻一代对过去的信仰崩溃，于是他们到东方来寻找中国的象征物。今天，我们看西方有哪些匮乏，再针对性地传播，才能实现有效的传播。”

"For cross-cultural communication, it is essential to overcome cultural barriers, avoid cultural misreading and over interpretation, and then make precision-guided coverage over the deficient areas of the target audience," said Chen. 

陈跃红表示，“如何克服文化壁垒、文化误读，跨越文化的障碍，避免过度诠释，然后针对传播对象的匮乏领域进行定向的精准传播，是我们跨文化对话今后在国际传播中尤其要注意的问题。”