| 徐翔,宋薇,周伟琳,王晓露.借由“意见领袖”群体的中国文化国际传播
优化策略研究
——以Twitter，YouTube，Google+，Flickr为例[J].南京邮电大学学报(社会科学版）,2017,(04):18~29 |
| 借由“意见领袖”群体的中国文化国际传播
优化策略研究
——以Twitter，YouTube，Google+，Flickr为例 |
| A study on the optimization strategy for the collective of“opinion leaders” in international communication of Chinese culture:exemplified on Twitter，YouTube，Google+，Flickr |
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| DOI： |
| 中文关键词: 中国文化 意见领袖 国际社交媒体 身份 |
| 英文关键词:Chinese culture opinion leaders international social media identity |
| 基金项目:中国文化；意见领袖；国际社交媒体；身份 |
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| 中文摘要: |
| 选取四种具有代表性的国际网络社交媒体，通过网络爬取和实证分析对中国文化传播的意见领袖群体身份进行考察，发现以专业技术人员为主的“生产偶像”群体是最重要的意见领袖，其次是从政人士、商业或公共服务业人员、文化及相关产业人员。四种网络社交媒体的特点不同，各平台的意见领袖呈现出不同特征。研究基于不同平台的意见领袖共性及个性特征指出其群体身份的“创意阶层”特征，提出建立包容多元的网络文化环境，发挥专业技术人员和不同“意见领袖”群体的传播力，完善中国在国际社交媒体的活动机制等策略和建议，以实现中国文化更好地“走出去”。 |
| 英文摘要: |
| This study selects four representative international social media and discusses the issue of the collective identity of “opinion leaders” in the communication of Chinese culture through network crawling and empirical analysis. It finds that the “production idol” mainly from professional and technical fields is the most influential opinion leaders, followed by those from the fields of politics, business, civil service or culture. With different characteristics of the four social media, the opinion leaders from different platforms show different features. Based on the common and individual characteristics of the opinion leaders on different platforms, this paper holds these leaders have collective “creative group” identity. It further suggests strategies to better realize the “going out” of Chinese culture, i.e., to establish inclusive network culture environment; to give full play to the dissemination power of professional and technical personnel and different “opinion leaders”；and to improve the Chinese mechanism in international social media. |
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