The Impact Of Media Public Opinion On Digital Service Export Trade

In recent years,the importance of digital service trade has been increasingly recognized worldwide,making it a crucial engine for national economic growth.As international networks and communication technologies have advanced rapidly,the speed and influence of media publicity have also significantly increased.As a new form of non-tariff barrier,media publicity has become an important strategy for countries to implement trade protection policies.In the field of digital service trade,due to the inherent nature of digital service products that are difficult to parameterize,the impact of media publicity as a nontariff barrier is often more significant.Therefore,studying the impact of media publicity on the path of digital service trade is of great significance.Building upon existing research,this article breaks down media publicity into two dimensions: media coverage,which measures public attention,and media sentiment,which measures public evaluation.The article summarizes and proposes their impact pathways on digital service trade exports.Empirically,this study uses the Global Database of Events,Language,and Tone(GDELT)as an indicator to measure media publicity and panel data on digital service trade for 64 sample countries from 2015 to 2019.The extended gravity model is employed to explore the impact of media publicity on digital service trade exports.In addition to the empirical research,this article also includes a case study on mobile game exports in the digital service industry.Specifically,two of the most popular Chinese mobile games exported overseas,"PUBG Mobile" and "State of Survival",are selected to analyze the correlation between their overseas download rankings and media publicity.Research has found that increased public attention and improved public sentiment have significant positive effects on digital service trade exports,with the cost of digital service trade playing an intermediary role in the process.The reduction of cultural distance between import and export countries,as well as the increase in internet penetration rates,will further enhance the promotion of digital service trade through media publicity.The impact of media publicity on digital service trade varies among different product types and countries with different levels of economic development.Finally,based on the research findings,this article provides policy suggestions to enhance international discourse power,strengthen cultural output,and participate in the governance of media platform algorithms.