Study On The Effect Of International Transmission Of Elephant Migration Events In Yunnan ——Based On Analysis On The YouTube Platform

In the era of globalization,improving international influence and credibility,seizing the international discourse power,and building an international communication discourse system in line with Chinese characteristics are the important goals of international communication at present.In recent years,with the changes in the world political pattern,the process of globalization is also undergoing major changes,telling the Chinese story well,spreading the Chinese voice,and showing a true,three-dimensional and comprehensive China has become an important task to strengthen China’s international communication capacity building and shape a good national image.National image is the productive force,and it is imperative to establish a positive national image of China,and it is imperative to get rid of the stigmatized media communication framework and the hateful audience cognition framework in the international media environment.Based on the theory of high-context and low-context and Framing theory,using the web crawler technology and data mining tools under the Python language,this study obtained all the relevant video data of the Yunnan elephant migration event released on the international social media platform You Tube from January 2021 to December 2021,taking this as a research sample,combined with quantitative and qualitative analysis to objectively and comprehensively present and observe the current situation of the international communication of the event,and analyze the international communication effect of the Chinese story strategy represented by the event.This study sets the communication effect evaluation index system in the triple dimensions of communicator,communication content and communication audience,uses sentiment analysis tools to analyze the sentiment of the text,uses the content analysis method to quantitatively describe the communication content,and analyzes the information release,information acquisition,topic discussion and attitude of the international public.The study found that the international dissemination of Chinese stories of the migration of elephants in Yunnan has the typical characteristics of diversified communication subjects,hierarchical communication channels,topical communication content,civilian narrative methods,and emotional communication audiences,which profoundly changes the traditional international communication logic from communicators,communication contents to communication audiences.Accordingly,in order to better adapt to the changes in the international communication environment and model,help the implementation of the strategy of "telling the Chinese story well",summarize and put forward corresponding strategic suggestions to promote the international dissemination and international recognition of the "credible,lovely and respectable" Chinese national image.