李子柒走红海外的国际传播逻辑

The Logic of International Communication behind Li Ziqi’s Rising Popularity Overseas

李子柒在海外受到高度关注和广泛讨论,与国人对国家形象、中国文化走出去等的历史情绪和当下关切有关。作为一个中国美食网红,李子柒具有独特魅力和传播潜力,是中国文化全球新符号、新代言人。讲好中国故事,需要壮大中国文化符号体量、丰富中华文化符号类型、形成中华文化符号矩阵,为此,需要遵循规律,优化环境,解放中国国际传播生产力创造力。

Li Ziqi’s rising popularity overseas is related to the Chinese people’s historical sentiment and current concern about the national image and the "going global" effort of Chinese culture.As a online celebrity promoting Chinese food, Li Ziqi has unique charm and communication potential, and is a new symbol and spokesperson of Chinese culture in the world. To tell Chinese stories well, there shall be a matrix of more and diverse Chinese cultural symbols. Practitioners of communication shall follow the rules, optimize the environment, and give full play to the creativity and productivity of China’s international communication.