英美学界中国社交媒体研究的现实功利性轨迹——以商业营销功能研究为例  

Practical Utilitarian Trajectory of Chinese Social Media Research in Anglo-American Academic Circles——Take the Study of Commercial Marketing Function as an Example

作　　者：曹漪那[1] Cao Yina

机构地区：[1]四川大学外国语学院,四川成都610064

出　　处：《新闻界》2021年第10期88-96,共9页Journalism and Mass Communication

摘　　要：基于中国已发展成为全球最大社交媒体市场的现实,对中国社交媒体的研究迅速成为国际学术前沿。本文根据被Web of Science核心数据库收录的研究文献,并以对中国社交媒体商业营销功能研究为例分析得出如下观点:英美学界从2009年至2021年上半年对中国社交媒体研究经历了涉入、拓展、深化三个阶段,其现实功利性特征贯穿于这十余年研究历程的始终;英美学界中国社交媒体研究既有为跨国公司为主的商业资本服务的目的,也有维护其在国际社交媒体研究领域话语主导权的意图;英美学界对中国学研究的一贯立场和趋向充分体现在这些研究中,故国内学界非常必要对之投入更持久的关注和反思性再研究。As China has developed into the world’s largest social media market,the research on Chinese social media has quickly become the international academic frontier.Based on the research literature included in the Web of Science core database,and taking the research on the commercial marketing function of China’s social media as an example,this paper draws the following point of view:From 2009 to the first half of 2021,the research on Chinese social media in Anglo-American academic circles has experienced three stages of involvement,expansion and deepening,and its practical utilitarian characteristics run through the research process of more than ten years.The study of Chinese social media in the Anglo-American academic circles not only aims to serve the commercial capital mainly of multinational corporations,but also aims to maintain its dominant discourse in the field of international social media research.The consistent position and trend of The Anglo-American academic circles on Chinese studies are fully reflected in these studies,so it is necessary for the domestic academic circles to devote more sustained attention and reflexive re-study to them.

关 键 词：英美学界 中国社交媒体 商业营销功能 

分 类 号：G206[文化科学—传播学]