A Study On The Cross - Cultural Communication Strategy Of Japanese Media In China

With the opening up of China’s media market and the rapid development of Internet, a lot of international media tend to enter Chinese market through new media channels. The past two years saw a thrive of foreign media official weibo. To raise their international influence, many foreign media are engaged in cross-cultural communication on the social networking platform. However due to the sensitive Sino-Japanese relation, Japanese media, in particular, need more wisdom while attracting public eyes in China. As one of the best, Asahi’s sina weibo has a certain representation and typicality in cross-cultural communication practice.The first part of this article outlined the research problem, significance, purpose, research methods and related literature review; The second part analyzes the background and status quo of Japanese media’s cross-cultural communication in China, and emphatically expounds the representative of Asahi’s sina weibo; Third part use the method of text analysis, summed up the cross-cultural characteristics of Asahi’s sina weibo, including its localization, self-deprecating, and views metaphor. Combined with statistical research methods, Asahi’s intercultural communication effects are investigated by index including activity rate, interaction, and the media&netizens evaluation; According to the research conclusion, the fourth part summed up the successful cross-cultural communication strategy of Asahi’s sina weibo, and pointed out its existing problems, at the same time showing some inspirations for our Chinese media to go oversea.Through the research of foreign traditional media’s cross-cultural communication practice on weibo, this paper hope to provide a typical case analysis for those who plan to enter the Chinese media market via social network, meanwhile provide some reference for Chinese media to implement their oversea strategy.