Research on the Effectiveness of Chinese Cultural Communication from the Perspective of Integrated Media: Taking Chinese and Central Asian Students as Examples

As an important subject of cultural exchanges in the belt and road initiative, the phenomenon that overseas students from Central Asia in China contact and learn Chinese culture through media integration has attracted increasing attention from academic circles. This paper takes the overseas students from a western university in China and Central Asia as the research object, and analyzes their cognitive characteristics and development laws in the media-integrated environment from three levels: cognition, attitude and behavior. The results show that Central Asian students have a strong willingness to accept concrete Chinese cultural symbols such as martial arts and history, and students from different backgrounds show significant differences in the process of cognitive construction and attitude formation. Based on this, it is necessary to pay attention to the language translation accuracy and personalized recommendation function of integrated media content creation, optimize the function of integrated media platform by constructing multiple communication subjects, accurately locating audiences and establishing language comparison corpus of five Central Asian countries, and then combine integrated media resources, Chinese cultural practice activities and cultural comparison to promote the innovative development of international Chinese teaching.