This paper provides an in-depth analysis of the core position of bilingual broadcasting in globalized cross-cultural communication, its implementation path and the many challenges it encounters. As a bridge of cultural exchange, bilingual broadcasting not only promotes intercultural understanding and identity, but also promotes the innovation of cultural products and services and the deepening of international cooperation, greatly broadening the boundaries of information dissemination. However, it also faces the double test of language and cultural differences, which requires broadcasters to have excellent language ability, professionalism and deep cultural understanding. This paper aims to analyze the positive effects and challenges of bilingual broadcasting in order to provide strong theoretical support and practical guidance for enhancing the effectiveness of cross-cultural communication.

Sun Jingwen. An In-depth Study on the Influence of Bilingual Broadcasting in Cross-cultural International Communication. International Journal of Frontiers in Sociology (2024), Vol. 6, Issue 7: 88-93. https://doi.org/10.25236/IJFS.2024.060715.

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