Discourse Strategies and Effect Analysis of Intercultural Communication in the Digital Media Era

In the digital media era, the frequency and depth of intercultural communication have been unprecedentedly enhanced, with digital platforms such as social media, video websites, and instant messaging tools becoming the main carriers of cross-cultural information exchange. However, cultural differences, language barriers, and improper discourse design often lead to communication misunderstandings or even failures, restricting the effectiveness of intercultural communication. This study, integrating the author’s background in translation, experience in college English teaching, and research focus on intercultural communication and dissemination, explores the discourse strategies of intercultural communication in the digital media era and their actual communication effects. By adopting a mixed research method combining questionnaire survey, in-depth interview, and content analysis, this study takes 400 non-English major college students from Liaoning University of International Business and Economics and 20 practitioners in digital media intercultural communication as research objects. The results show that the main discourse types of intercultural communication in the digital media era include narrative discourse, interactive discourse, and explanatory discourse; the key discourse strategies to improve communication effectiveness involve cultural adaptation, contextualized expression, and accurate translation of cultural connotations; and there are significant differences in the acceptance and influence of different discourse strategies among college students, with interactive discourse strategies showing the highest communication effect. Based on these findings, this study suggests that in college English teaching, it is necessary to strengthen the cultivation of students’ digital media intercultural discourse competence, and digital media platforms should optimize intercultural communication discourse design with the help of translation principles to promote smooth cross-cultural information transmission.