Communication Effect Of Chinese Media On Overseas Social Media Platform:A Distance Approach

In the era of social media,the construction of international communication capacity of mainstream media has risen to the national strategic level,with improving the international communication effect being the key issue.The study of international communication effect has gone from emphasizing the construction of international communication capacity to focusing on the construction of discourse system.The study of discourse has gone from focusing on international discourse power to focusing on discourse capacity and discourse effectiveness.The shift from capacity to effectiveness emphasizes identification.Starting from the core question “how to evaluate the discourse effect of Chinese media on overseas social media platforms?”,this paper took identity as the starting point,and by introducing distance theory and exploring the logical relationship of discourse,identity and distance,tried to construct the "network distance-content distance-emotional distance" theoretical framework of international communication effect on social media.With comprehensive use of social network analysis,big data mining and text analysis,and statistical analysis methods,this study aimed to investigate the network distance,content distance and emotional distance between Chinese media and the international public on overseas social media platforms;to find the interaction among network distance,content distance and emotional distance as well as the moderating effect of different communication topics on it;to explore the proportion of the three distances to international communication effect;and finally to improve the international communication distance effect model based on the above analysis.Research findings:(1)Policy topics and cultural topics with different controversial points had different distance effects.As for policy topics,the network distance between Chinese media and the stakeholder groups was close,the content distance between Chinese media and the international public was hierarchical,and the emotional distance between Chinese media and the international public was narrowed through international cooperation.As for cultural topics,the network distance,the content distance and the emotional distance between Chinese media and the international public varied due to the controversial points of cultural topics.(2)The correlation between content distance and emotional distance was greater than that between the above two and network distance.Content distance and emotional distance positively influenced each other.Network distance had little influence on emotional distance,and had positive or negative impact on content distance.Content distance had a positive impact on network distance,but emotional distance had no significant impact on network distance.Issues had a significant moderating effect on the interaction between network distance and content distance,and between network distance and emotional distance,especially in cultural topics.(3)The distance effect of international communication on social platforms was the sum of network distance * 39.88%,content distance * 30.21% and emotional distance * 29.91%.In terms of research innovation,first of all,this study conducted multiple case studies on policy and cultural issues,and integrated text and relationship studies on international communication effect of social media.Secondly,this study introduced multi-dimensional distance,and tried to propose a distance effect model of social media international communication with "network distance,content distance and emotional distance" as the three elements in an attempt to provide a new theoretical explanation for the research of social media international communication effect.Finally,this study conducted distance analysis based on the discourse clusters,which matched the characteristics of social media communication,so as to comprehensively grasp the international communication effect from the overall and partial perspective,and gradually improved the international communication distance effect model through mutual verification of data and theory.