国际社交媒体传播的中国文化及其类型特征——基于网络文本挖掘的实证研究  

Chinese Culture in International Social Media and Its Characteristics of Types: An Empirical Study Based on Web Mining

作　　者：徐翔[1] XU Xiang(College of Arts and Media, Tongji University, Shanghai 201804, China)

机构地区：[1]同济大学艺术与传媒学院,上海201804

出　　处：《哈尔滨工业大学学报（社会科学版）》2017年第2期59-67,共9页Journal of Harbin Institute of Technology(Social Sciences Edition)

基　　金：国家社科基金项目"中国文化对外社交媒体传播机制研究"(13CXW050);上海市社科规划项目"中国城市国际社交媒体传播效果优化研究"(2014FXW001)

摘　　要：全球社交媒体的强势崛起,给国际文化传播和中国文化"走出去"提供了新的空间和契机,也带来了新的转变与挑战。使用爬虫软件以及ROST、VBA等辅助软件和研究手段,对国际性的社交媒体进行数万条、5000余万字符的网络文本抽样和数据抓取、清洗、分析,从共词和聚类分析等定量挖掘的角度,分析当前中国文化在国际社交媒体传播中的内容构成,以及不同类型内容在呈现规模、呈现强度和关联强度方面的水平和特征。在此基础上,为加强新语境下的中国文化国际社交媒体传播提供实证基础和对策参考。The rise of global social media provides new space and opportunities to the international cultur- al communication and Chinese cultural outgoing, and also brings new changes and challenges. This study used software and program including crawler and ROST, VBA, and sampled tens of posts which consisted of more than fifty million characters, by means of quantitative mining such as co-word and clustering analysis, to ana- lyze the composition of Chinese cultural content in international social media and its characteristics of scale, intensity and correlation intensity in spreading. On this basis, it attempts to provide empirical basis and coun- termeasures for enhancing the international communication of Chinese culture in the new context of global so- cial media.

关 键 词：社交媒体 中国文化 国际传播 共词聚类 

分 类 号：G206.3[文化科学—传播学]