| International communication capability is closely related to national soft power,international image,international status,security and interests.How mainstream media can create a foreign communication discourse system with Chinese characteristics and construct an international discourse that matches China’s comprehensive national power and international status is an urgent issue to be considered and solved.In recent years,international activities or events such as the "Fair" have become major global media events with the characteristics of home diplomacy,which means that China’s image building and foreign communication have entered a new stage.The building of flagship media for foreign propaganda has become a strategic idea for international communication,and how Chinese mainstream media cover the main diplomatic events such as the 4th Fair on overseas social media platforms is related to the process of deep media integration and transformation as well as the construction of a new international information communication order.In the context of home diplomacy,this paper explores the communication strategy and online agenda setting of Xinhua’s news coverage of the 4th Fair on the overseas social media platform Twitter.A total of 161 full media agenda tweets and174 isometric samples of public agenda tweets were obtained from Xinhua’s account and personal account on Twitter between October 15,2021 and November 30,2021.Based on the detailed reading of the media samples,we analyzed the content in three dimensions: issue construction,expression form and discourse pattern,and came up with the communication strategies of Chinese mainstream media in covering the main diplomatic event on overseas social media platforms.At the same time,with the help of the theoretical model of network agenda setting,the issue relationship matrix is transformed into an issue relationship matrix according to the frequency of the two co-occurrence of various issues,and the "point centrality" of each node is measured by UCINET and the issue relationship network is mapped.QAP analysis and QAP regression analysis were used to test the correlation between the media agenda network and the public agenda network in order to evaluate the effectiveness of the communication strategy of Xinhua’s Twitter account,and to explore the problems and possible ways of future development.The study finds that the communication strategy of Xinhua’s Twitter account on home diplomacy reports shows a shift from "linear issues" to "agenda networks" to convey home diplomacy signals,and from "official paths" to "mass communication.from "official path" to "mass communication",from small cuts to tell the big China,from "hard propaganda" to "soft connotation",from "single narrative" to From "single narrative" to "sound and shape" to increase the empathy of communication.In terms of the effectiveness of communication strategy,the media object agenda of Xinhua News Agency in disseminating the Fourth Fair on Twitter platform is significantly correlated with the object agenda network of overseas users,and there is a causal relationship between Xinhua News Agency and overseas users in forming a more stable discourse system on social media platforms in the same period.However,there are still problems of poor agenda setting under "cultural discounting","self-centered"under positive propaganda coverage,and "low readability" under a single form of presentation in the mainstream media’s communication strategy for coverage of home diplomatic events.The problem of "low readability" in a single form of presentation.In the future,we need to closely follow the concerns of public opinion and weave an agenda network;enhance emotional penetration and balance reporting perspectives;and ride on the technology express to create an audition feast.Home diplomacy coverage is the right thing to do to establish a diplomatic strategy with Chinese characteristics,enhance international influence,improve the international discourse and shape the national image. |
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