International Communication Research On Short Videos Of Chinese Mainstream Media On Overseas Social Media

In the field of international public opinion,the situation of “strong west and weak east” is difficult to change in the short term,while traditional communication channels such as radio,television,and newspapers have been monopolized by western countries such as the UK and the US for a long time.The emergence of social media has provided opportunities for the external communication of China.In addition,compared to the text and picture,videos,especially short videos are undoubtedly more intuitive and vivid,and can operate effectively in foreign cultures and stimulate emotional resonance among overseas people.The short video that is active on social media platforms has become a form of communication that the international media attach great importance to,and it is also an important choice for Chinese mainstream media to spread to the international world.Based on the above background,this article selects the short videos published by the main account of China Global Television Network(CGTN)on You Tube as the research object,and proposes reflections and suggestions on the concept and strategy of external communication on overseas social media of Chinese mainstream media by the short video from the case study.The theoretical basis of this article is framework theory,and the research methods are content analysis and case analysis.The sample of this article selects short videos with a duration of less than ten minutes published by the main account of CGTN on You Tube during the period from January to December in 2020.The content analysis includes coding the samples based on the form,substance and effect of contents and analyzing the frequency of data by SPSS.In the end,this article found several characters of short video reports of the main account of CGTN on You Tube.These reports actively shape a positive image of China,eliminate western rumors and stigma,are good at capturing international hot spots,and using optic angles of “others”.However,the ability of CGTN to report international news is weak,characteristics of the brand are vague,the exclusive reports,in-depth reports and critical reports are less.In addition,the communication effect has improved compared with the same period,but there is still a obvious gap with western media.Finally,this article proposes reflections and suggestions on the external communication on overseas social media of Chinese mainstream media by the short video from the perspectives of communication concepts and strategies,including focusing on news over publicity,focusing on balanced reporting,localized operation,and brand-based construction.