Advantages and Limitations of New Media Platforms in Cross-Cultural Communication: A Literature Review

Abstract

In the context of deep integration between globalization and digitalization, new media platforms have become the core arena for cross-cultural communication. Their algorithmic recommendations and user-generated content (UGC) have fostered diverse communication phenomena. This paper systematically reviews relevant literature to analyze the current research status, strengths, and limitations of cross-cultural communication through new media. The study reveals that new media platforms demonstrate significant advantages in cultural diffusion, including high communication efficiency, strong interactivity, diverse content formats, and pluralistic communication entities. However, challenges persist, such as the lack of systematic theoretical frameworks, overemphasis on online versus offline embodied communication, weak practical integration, and risks of cultural misinterpretation. The professional expertise in broadcasting and hosting arts—particularly in vocal symbol transmission, non-verbal communication, and narrative techniques—can be interdisciplinaryally integrated to support cross-cultural communication through new media. Based on this, the paper proposes recommendations to strengthen theoretical frameworks, prioritize embodied communication, enhance practical guidance, and reduce cultural misinterpretation. These suggestions aim to deepen cross-cultural communication from "cognition" to "empathy," providing actionable insights for frontline communicators.