External Communication Of "China Stories" : A Grounded Study Based On Influencing Factors Of CGTN’s International Communication On YouTube

In the constantly changing global information technology environment and amid a complicated international public opinion situation,the control of international discourse power has become a vital indicator to measure a country’s comprehensive strength and international influence.It is closely related to the construction of national image.With the progress and development of China in various fields and the continuous enhancement of its comprehensive national strength,it is particularly urgent to form an international discourse power that matches China’s growing global status.As an important window for external communication,CGTN plays a key role in the construction of the discourse system of external communication,the effective telling of Chinese stories,and the international public opinion struggle.In the past five years,the video content posted by CGTN on You Tube,an international video social platform,has provided new research perspectives and samples for the effects and influencing factors of international communication practices.Based on the current international communication environment,China’s external communication discourse system,international discourse right establishment mechanism and international communication strategy,this paper takes CGTN as a research unit,takes the communication effect of video news released on its You Tube account from 2018 to 2022 as the research object,and includes the perspective of account operators.Through the research methods of historical analysis,in-depth interview and grounded theory,this paper attempts to review the effects of CGTN in international communication in the past five years,as well as the experience of telling Chinese stories to the outside world and the struggle in the international public opinion field,so as to provide reference suggestions for the future construction of the international discourse system and the competition for international discourse rights.The main content of this paper is divided into an introduction and three main chapters.The introduction sets out the research background,significance,literature review,research objects and research questions,research methods.In this chapter,it also reviews the previous studies on the external communication of China’s mainstream media from the three directions of international academia,domestic academia,and overseas institutions and individuals.It goes on to summarize and refine the progress of existing studies and the gaps requiring further research in combination with the current international situation.Chapter 2 introduces the brand positioning and operation status of the research object,clarifies the research questions and research methods of the paper,and categorizes the data samples of five years from the dimensions of communication effect and content category.In Chapter 3,through in-depth interviews with account operators,the effective ways and modes of external communication of Chinese mainstream media are analyzed from multiple perspectives,including an overview of communication practice effect data and analysis of fan composition,and optimization paths are summarized.Finally,in the last chapter,the author puts forward some reflections on the limitations of this study.