Research On The Communication Of Domestic Dramas On Social Media In ASEAN

As a special cultural carrier for external dissemination,domestic dramas bear the important responsibility of cultural dissemination and shaping the national image.At present,with the promotion of the country’s opening up policy,ASEAN has become an important cooperation and development region along the the Belt and Road.It is of great practical significance to strengthen cross-cultural communication with ASEAN and achieve people to people connectivity.This has created conditions for the dissemination of domestic dramas in ASEAN and has also shown great potential for the development of related communication platforms.With the rise of digital television and online audiovisual platforms,the dissemination scale of Chinese domestic dramas in ASEAN countries continues to expand,and the dissemination effect continues to improve.Since its establishment in 2019,the overseas dissemination video social media represented by Tencent’s "WETV" has rapidly increased the number of user subscriptions in ASEAN countries,and its influence is expanding day by day.It has played a positive role in promoting the external dissemination of domestic dramas in China and strengthening cultural exchanges with ASEAN countries.This paper selects the Tencent’s "WETV" social media platform as the research object,uses the theories of cross-cultural communication,film and television communication,and social media communication,and through the methods of online ethnography,text analysis,survey and interview,to summarize and analyze the positioning,goals,content selection,brand operation,and communication effects of the Tencent’s "WETV" on the construction of ASEAN domestic drama communication platform,and reflect on its communication characteristics from the perspective of audience feedback Exploring the potential cultural output effects and national cognitive impacts of domestic drama dissemination in ASEAN,based on its advantages and shortcomings.Research has shown that Tencent’s "WETV" social media has formed a unique communication advantage for ASEAN domestic dramas,but there are also problems such as insufficient profitability,insufficient promotion, and limited high-quality content;The main factors that affect the audience’s acceptance of domestic dramas depend on the content,actors,and production quality of the TV drama itself.Viewers watch TV dramas for the purpose of understanding China and learning Chinese,hoping to understand Chinese culture through watching domestic dramas.The overseas dissemination of domestic dramas can have a positive impact and role in telling Chinese stories and spreading Chinese culture.