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The Study On The Communication Effect Of Chinese Culture On International Social Media

Posted on:2019-07-13Degree:MasterType:Thesis
Country:ChinaCandidate:Y Y LiuFull Text:PDF
GTID:2405330548965561Subject:Journalism
Abstract/Summary:PDF Full Text Request
Today's world situation is undergoing a major change,and culture has become the core strength for the construction of national identity and competitiveness.In new media age,it's significant to promote the overseas influence of Chinese traditional culture and set up Chinese soft power globally in the development of China's cultural industry.Peking Opera,one of the symbols of Chinese traditional culture,is facing new opportunities and challenges for its communication and development.YouTube,the world's largest video website,has greatly changed the mode of communication with its rich content resources and diversified operation styles,which is also an important channel of promoting the traditional Chinese culture.This paper summarizes the current status of Chinese culture marketing communication on international social media platforms,and uses the combined investigations of qualitative and quantitative analysis to evaluate the communication effect of Peking Opera on YouTube.The results can also provide theoretical support for Chinese international communication practice.The result shows that:1.There are both strengths and weaknesses for the communication effect of Peking Opera on YouTube;2.The propagation shows "long tail" tendency and the differentiation is obvious;3.The communication shows diversity,but the centralized trend is obvious;4.The communicators' specialization degree is relatively low,while the professional media have clear advantages;5.The audiences have relatively positive feedback,but their overall participation is low.Therefore,the communication of Chinese culture on international social media needs:1.Taking advantage of professional media and creating characteristic cultural content;2.Focusing on hot issues and creating quality communication content;3.Paying attention to emotional communication in interactive rituals;4.Presenting the symbolic connotation of Chinese cultural communication in various aspects;5.Developing advantages of different accounts and subdividing audience attributes;These can help comprehensively enhance the communication effect of Chinese culture on the international social media,and accelerate the process of "going out" for Chinese traditional culture.
Keywords/Search Tags:Chinese culture, international social media, YouTube, cultural marketing, communication effect
PDF Full Text Request
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