Research On The Media Matrix Construction And Brand Communication Of Confucius Institute In The Convergence Media Era

Since the establishment of the first overseas institution,the Confucius Institute has undergone 16 years of development.The Ministry of Education established the Center for Language Education and Cooperation(CLEC)to separate the Confucius Institute brand from the original Confucius Institute Headquarters(Han ban)in July 2020,which will be managed by the newly established Chinese International Education Foundation.With the vision of"Leading Education Brand",the new branding process of the Confucius Institute has been put on the agenda.The era of converged media has allowed all types of media to shine.A single media platform can no longer meet the needs of communication.The construction of a media matrix is becoming more and more important in brand communication.The Confucius Institute brand and local Confucius Institutes have established accounts on various media platforms,and gradually formed their own media matrix.This article analyzes the status quo of the Confucius Institute media matrix,combined with the brand development conditions of the Confucius Institute,and puts forward specific suggestions on how to build the Confucius Institute media matrix and promote brand communication.The introduction part of the first chapter defines the concept of the media matrix of the Center for Language Education and Cooperation(CLEC),the Confucius Institute(CI),and the Confucius Institute at Portland State University(CIPSU),clarifies the relationship between them,and explains why they are the research objects.The second chapter analyzes the different characteristics and functions of each mainstream media platform,and uses a combination of quantitative analysis and qualitative analysis to analyze the status of the media matrix of the CLEC,the Confucius Institute,and the CIPSU.Use the data provided by the third-party data statistics platform and the backstage of the media platform to sort out the profile,basic settings,content classification,key cases and other information of the three accounts in each media platform.The third chapter starts from the theory of Lasswell’s model of communication,compares and analyzes the three institutions from five perspectives:disseminator,dissemination content,dissemination channel,dissemination audience and dissemination effect,and puts forward the highlights and deficiencies of the three.The forth chapter uses SWOT analysis to analyze the strengths and weaknesses of Confucius Institutes and the opportunities and threats brought by the external environment in the process of brand communication.The fifth chapter combines the previous analysis and the author’s practical exploration in the Confucius Institute at Portland State University,proposes the optimization strategy of the media matrix to promote the brand communication of the Confucius Institute.