Research On Chinese Internet Celebrities Going Overseas Under The Background Of "One Belt, One Road"

With the increasingly fierce competition of domestic internet influencers and the development of media technology and capital,domestic internet influencers has gone abroad to seek the development layout of overseas markets.Li Ziqi and Ms Yeah Official in the overseas platform breakthrough success,more go to sea internet influencers into a shot in the arm,domestic MCN institutions have tried the overseas market.At the same time,the cultural value conveyed by internet influencers has been recognized by foreign audiences.Compared with traditional media,internet influencers has less publicity meaning,which makes up for the deficiency of traditional media and makes the world perceive the specific image of China in a vivid way.As China's development strategy in the new era,the initiative of "The belt and road" plays an important role in promoting globalization.The eyes of the world are turning to China,and it is more urgent for China to improve its voice in the international arena.The construction of Confucius institutes and the sailing of traditional media are still misunderstood by western media.The west is anxious about China's cultural transmission.China's foreign communication has entered a dilemma,and do propaganda work for one belt,one road along the border.In this context,based on the overseas audience survey,this paper takes the online red of Chinese influencers as the research object,by using the method of questionnaire survey,distributed questionnaires to overseas audiences to understand the basic situation of Chinese influencers.There are 17 questions in the questionnaire,mainly closed questions,supplemented by scale questions.The questionnaire is divided into three parts:the first part is the survey of the basic situation of the audience,the second part is the survey of the audience's attention to the overseas Chinese influencers,and the third part is the survey of the audience's attitude tendency,Meanwhile,comb the popular videos released by Chinese influencers on YouTube,and selects 11 online hot videos,10 popular videos for each person,110 videos in total as the research samples.Using the content analysis method,the samples are coded from the aspects of Chinese culture display,content type,attitude tendency,scene presentation,etc.,and the characteristics of Chinese influencers are analyzed.At the same time,the positive role of Chinese influencers in external communication is explored,that is,promoting the dissemination of Chinese culture,broadening the mode of external communication,and enriching the content of external communication.However,there are also some problems in the group.I hope that by analyzing these problems,I can give some suggestions and suggestions for the group to go to abroad in the future,and also provide reference for external communication.I hope that the group will have a better communication role.