中国主流媒体在海外社交平台的传播研究——基于新华社Twitter账号的量化分析

A Communication Study of Chinese Mainstream Mediaon International Social MediaPlatform:Based on Quantitative Analysis of “@XHNews”

在中国媒体开始融入全球社交媒体传播的趋势下,新华社Twitter账号"@XHNews"成为主流媒体中的代表角色。本文基于编码-解码理论,以"@XHNews"为研究对象,以内容分析、文本分析等方法为工具,讨论其在海外社交媒体平台上的传播效果。通过编码端与解码端的组合研究发现,职业符码的缺失是制约"@XHNews"内容传播的一大短板。为发挥编码者主动性,研究引入今日俄罗斯Twitter账户"@RT_com"作为"@XHNews"内容生产的对比参照。经对比研究发现,缺乏深度报道是制约"@XHNews"内容传播的另一短板。

As Chinese mediais seeking to take the ride of global social media platform,the Twitter account of Xinhua News Agency"@XHNews"is a representative role among all the Chinese mainstream media’s global social accounts.Based on"encoding-decoding"theory,this article takes"@XHNews"as the researching object,by using content analysis,text analysis as tools to discuss the communication effect of"@XHNews".Through the combined research of encoder and decoder,it turns out the lack of professional codes is one of the shortest planks of"@XHNews"communication’s bucket.To discuss"@XHNews"as an active encoder,the article introduces Russia Today’s Twitter account"@RT_com"as the comparison.It finds out that the lack of in-depth reports is another short plank of"@XHNews"content production.