A STUDY OF THE EFFECTIVENESS AND FUNCTIONS OF INTERCULTURAL COMMUNICATION AMONG YOUNG MEDIA COMMUNICATORS IN THE AGE OF SOCIAL MEDIA

This paper delves into the role and influence of social media in cross-cultural communication. Social media, as a content production and exchange platform based on user relationships, breaks the time and space limitations of the traditional media era with its participatory, real-time and fun features, providing new opportunities and platforms for cross-cultural communication. By analysing key elements such as communicators, audiences, communication channels and communication contents, this paper reveals how social media can facilitate in-depth cultural exchanges, promote cultural inheritance and innovation, and enhance cultural inclusiveness and diversity. In addition, through its powerful communication power and influence, social media rapidly spread cultural content across the globe, enhancing the visibility and influence of culture.