Media Audio-visual Integration and Cross-cultural Discourse Construction: A Practical Study of Broadcasting Host Major in China Traditional Handicraft Workshop

Yuan Shan(Lanzhou Vocational Technical College)

Abstract

Under the background of "One Belt, One Road" cultural exchange and China's "going out" strategy, China's traditional handicrafts, as a living intangible carrier, have become an important link in building a community of destiny between China and foreign countries. This paper takes the workshop of traditional handicrafts university in China as the practice field, focusing on the cross-border participation value of broadcasting and hosting major, and from the dual perspectives of cross-cultural discourse construction and media-integrated audio-visual communication, discusses the trinity communication paradigm of "educational practice+audio-visual recording+all-media communication". By analyzing the practical logic of broadcast hosting major in discourse adaptation, narrative innovation and interactive mediation, combined with the communication cases of non-legacy projects such as paper-cutting and calligraphy, this paper demonstrates its core role in reducing cultural discounts and improving communication efficiency. It is found that by constructing a cross-cultural discourse system of "authenticity+localization" and using the multi-narrative strategy of integrating media, audio and video, the broadcasting host major can effectively build a cultural communication bridge between China and China, provide a replicable and popularized practice path for the international spread of traditional handicrafts in, and promote the connotative development of the broadcasting host major in the field of cross-cultural communication.

Keywords

broadcast host; Traditional handicrafts; Cross-cultural discourse; Media audio-visual integration; Workshop

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DOI: http://dx.doi.org/10.12345/jetm.v10i1.35132