A Research On The Influencing Factors Of The International Communication Power

【Objective】This study will analyze the operation of the Official Twitter account of the Ministry of Foreign Affairs of China since the outbreak of COVID-19,evaluate the content and effect of the Ministry of Foreign Affairs’ use of Twitter for international communication,and discuss the key factors affecting the international communication power of China’s official media.【Methods】Python is used to capture the text,time,number of likes,comments,retweets,citations,media links,videos,images and tags of tweets posted by the Twitter account of the Ministry of Foreign Affairs of The People’s Republic of China from December 27,2019 to December 26,2021.After processing the collected information,negative binomial regression analysis was performed.Combining the theory of media richness theory,dialogue,communication,emotional social sharing theory and information demand theory to explore the content type,dialogue loop,media richness,language characteristics,emotional valence and epidemic stage to its twitter account international propagation force have influence and impact,combined with the literature on China’s foreign ministry twitter account international reasonable analysis to summarize the influence factors of the propagation force.【 Results 】 There are many factors that influence the international reach of the Chinese Foreign Ministry’s Twitter.Compared with comments on other countries’ affairs,tweets about China-related affairs(IRR=1.12,p<0.05)will increase the international communication power.Compared with text,pictures(IRR=1.93,p<0.001)and videos(IRR=2.06,p<0.001)will enhance international communication.The increasing number of words(IRR=1.01,p<0.01)and personal pronouns(IRR=1.09,p<0.001)has a positive effect on international communication power.The use of dialogue loops(IRR=0.94,p<0.05)has a negative effect on international communication power.Emotional valence cannot moderate the influence of content type,dialogue circuit,media richness,language characteristics and other factors on international communication power.In addition,with the development of the global epidemic,the influencing factors of international transmission capacity will also change.【Conclusion】By analyzing the content pushed by the official Twitter account of the Chinese Ministry of Foreign Affairs,I found that the type of content,the dialogue loops,the richness of the media,and the characteristics of some expressions have a significant impact on the international communication power.Emotional valence could not moderate the influence of these factors on international transmission power.At different stages of the development of the COVID-19,the factors affecting its international spread are different.In the future,China should continue to improve the international communication mode,care about the topics of concern of the international audience,optimize the release content,adjust the language expression,and adjust the information release strategy according to the development of the epidemic in the international communication,so as to achieve the best international communication effect.