Research on the Media Convergence and Image Building of the Ancient Tea-Horse Road under the "Belt and Road" Strategy

Li Li

GBP Proceedings Series, 2025, vol. 13, 295-301

Abstract: The Tea Horse Road, as the core artery of the ancient "Southern Silk Road," embodies the historical heritage of ethnic trade, cultural integration, and mutual learning among civilizations. Its enduring spiritual significance aligns closely with the central principles of the "Belt and Road" initiative, emphasizing consultation, cooperation, and shared benefits. Despite its rich historical value, the current communication and promotion of the Tea Horse Road face several challenges, including fragmented narratives, homogenized content, and limited international reach. In response, this study examines the potential of converged media-leveraging the technical characteristics, multi-platform capabilities, and interactive advantages of integrated communication channels-to enhance the visibility and cultural impact of the Tea Horse Road. From four key dimensions-content innovation, channel integration, stakeholder collaboration, and international adaptation-a comprehensive communication framework is proposed. This framework integrates historical heritage, contemporary relevance, and global expression to construct a converged media system that effectively conveys the Tea Horse Road's cultural significance. Specifically, content innovation emphasizes the creation of narratives that highlight both tangible and intangible heritage, combining historical anecdotes, ethnographic details, and contemporary cultural practices to create compelling stories for diverse audiences. Channel integration focuses on synchronizing traditional media, digital platforms, and social media networks to form a cohesive dissemination strategy, enhancing reach and engagement. Stakeholder collaboration encourages active participation from local communities, cultural institutions, tourism operators, and government agencies, fostering a multi-voiced communication ecosystem that respects local authenticity while promoting broader appeal. International adaptation ensures that messaging resonates with global audiences by considering cross-cultural perceptions, multilingual presentation, and context-sensitive interpretation. By applying this converged media approach, the Tea Horse Road can be transformed into a "living cultural symbol," offering a dynamic platform for cultural exchange and dialogue under the "Belt and Road" framework. This approach not only strengthens the preservation and promotion of historical heritage but also facilitates sustainable tourism development, encourages cross-cultural understanding, and enhances the global visibility of China's historical trade routes.

Keywords: Belt and Road; Tea Horse Road; media convergence; image building; cultural communication (search for similar items in EconPapers)
Date: 2025
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