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

Abstract

As the core artery of the ancient "Southern Silk Road", the Tea Horse Road carries the historical genes of ethnic trade, cultural
integration, and mutual learning among civilizations. Its spiritual connotation is highly consistent with the core concept of "Belt and Road"
and "consultation, cooperation, and benefit sharing". Based on the strategic background of "Belt and Road" and combining the technical characteristics and communication advantages of converged media, this paper analyzes the current issues of fragmentation, homogenization, and
insufficient internationalization in the communication of the Tea Horse Road. From four dimensionscontent innovation, channel integration,
subject collaboration, and international adaptationit constructs a converged media communication system of "historical heritage + contemporary value + international expression", providing theoretical support and practical pathways for creating a "living cultural symbol" of the
Tea Horse Road and facilitating the cultural exchange of "Belt and Road".