Building Cultural Bridges between East and West: A Study of Cultural Heritage Communication Strategies in Macao

Due to its unique geographical location and historical background, Macao has formed an intercultural nature where traditional Chinese culture and Portuguese-based Western culture intermingle and coexist, and its rich cultural heritage is not only an important part of the diversified cultures of the Chinese nation but also a valuable treasure shared by the whole mankind. Telling Macao's story well and disseminating Macao's cultural heritage is a contribution to the inheritance and development of Chinese culture, as well as a way to lower the threshold of understanding of Chinese culture in Western societies, deepen the international community's knowledge of and recognition of Chinese culture, and build a bridge between Chinese and foreign cultural exchanges. Drawing on Hofstede's theory of cultural dimensions, this paper explores Macao's strategies and values in cultural heritage communication by taking the campaign on cultural heritage communication initiated by the Cultural Affairs Bureau of Macao (September 2023-September 2024) as the object of study. This analysis not only provides an in-depth understanding of the local deep structure but also provides a reference for Chinese culture in cross-cultural communication, promoting the exchange and development of Chinese and Western civilizations.