The Influence of Overseas Audience's Media Exposure Behavior on the International Communication Effect of Chinese Wushu Culture
The article adopts a comprehensive index system of communication effect based on the construction of a research frame-work for the internationalized communication effect of microscopic martial arts. Monthly frequency of exposure to martial arts informa-tion, time span of exposure to martial arts information and the number of types of media exposure are adopted as the constitutional con-cepts of media exposure behavior, and the influence of media exposure behavior on the communication effect of martial arts among over-seas audiences with different education levels is explored with the help of moderating effect model. The results show that the four indi-cators of media exposure behavior are positively correlated with communication effects, and the moderating effect of time span of expo-sure to martial arts information, the number of types of traditional media exposure and the number of types of new media exposure on the Internet are more significant than that of monthly frequency of exposure with martial arts information on the communication effect of martial arts for groups with different educational levels. The influencing factors of martial arts communication effect are complex and di-verse and media exposure behavior needs to be further explored.
media exposurecommunication effectmartial arts culturecomprehensive index
万方数据
维普
