Kailin HUANG

Dissertation

A4

Supervisor: Mr. Andy TAM

The COVID-19 pandemic has had a significant impact on China's cultural industry, leading to an unparalleled disruption of traditional modes of cultural transmission and prompting a rapid shift towards digital communication. However, there is a communication and transmission barrier for Chinese culture in the post-epidemic era. This paper aims to provide a comprehensive analysis of past Chinese cultural communication research and examine the steps taken since the outbreak of the epidemic in 2020. Specifically, this paper analyzes the Dior horse-face dress incident and the Beijing Winter Olympics as examples, collecting video data and news reports from websites at home and abroad and using thematic analysis to study the current state of cultural exchange and dissemination in China. The paper concludes with a consideration of future research directions as well as strategies and tactics to advance Chinese culture communication in the current era of openness in epidemic policy.