如何在海外视频社交媒体上讲好中国故事?——2019-2021年油管(YouTube)不同类型账号之间的多层议程设置研究  

How to Tell Good Stories About China on Overseas Video-based Social Media:A Multi-level Agenda-setting Study on Different Types of YouTube Channels from 2019 to 2021

作　　者：张伊妍 邵逸涵 ZHANG Yiyan;SHAO Yihan(the Center for Journalism and Social Development,Renmin University of China;the School of Journalism and Communication,Renmin University of China)

机构地区：[1]中国人民大学新闻与社会发展研究中心 [2]中国人民大学新闻学院

出　　处：《国际新闻界》2024年第2期6-31,共26页Chinese Journal of Journalism & Communication

基　　金：国家社会科学基金青年项目“新媒体环境下中国多模态对外议程设置效能研究”(项目编号:22CXW007)阶段性成果。

摘　　要：社交媒体时代的来临拓宽了人们的消息来源,打破了传统媒体作为“把关人”的垄断地位。随着多媒体技术的发展和碎片化、快捷化阅读习惯的产生,视频类社交媒体日益成为全球用户的信息摄入的新阵地,也成为国际传播的新战场。本文对2019年-2021年在油管(You Tube)上发布的387730条中英文中国相关视频进行了内容分析和语义网络分析,揭示了海外视频社交媒体上的中国相关子议题的类型、时间变化和跨语言差异。第二层和第三层议程设置分析的结果显示,尽管其他类型账号在对中国形象的构建上联系紧密,媒体账号则呈现出相对独立的议程,并未很好融入油管舆论场。本研究对国际传播理论和议程设置理论的结合作出了理论贡献,创新性地结合传统与计算传播方法对比了第二、三层议程设置效果,并对我国对外传播拓展视频类渠道提出了具体策略建议。The advent of the social media era has broadened people's sources of information and broken the monopoly of traditional media as the"gatekeepers".With the development of multimedia technology and the emergence of fragmented and quick reading habits,video-based social media has increasingly become a new forum for information intake for global users and a new battleground for international communication.This paper conducted a content analysis and semantic network analysis on 387730 China-related videos posted on YouTube from 2019-2021,revealing the types,temporal changes,and cross-linguistic differences of China-related sub-topics on overseas video-based social media.The results of the second and third levels of agenda-setting analysis show that while other types of channels are closely linked in their construction of China's image,media channels present relatively independent agendas and are not well integrated into the YouTube opinion field.The study makes a theoretical contribution to the integration of international communication theory and agenda-setting theory.It innovatively compares the second-and thirdlevel agenda-setting effects and proposes specific strategies for China on how to expand video channels for international communication.

关 键 词：国际传播 中国对外传播 视频社交媒体 议程设置理论 计算传播 

分 类 号：D820[政治法律—政治学] G206[政治法律—外交学]