徽州文化在社交媒体Twitter上的传播研究——基于同类账号的对比分析

Dissemination of Huizhou Culture on Twitter:a Contrastive Analysis of Equivalent Accounts

以安徽省文旅厅官方推特账号@AnhuiTravel发布的徽州文化推文为研究对象,以希腊旅游部旗下官推@VisitGreecegr推文为参照,基于语料库实证对比分析两者在推文内容、形式和效果等维度上的异同之处。研究结果表明,两个Twitter账号关注的焦点同为文旅资源的推介,但是呈现出风格各异的文化特色;徽州文化推文以“文字+图片”形式为主,缺乏希腊文化推文常用的短视频、直播、投票、互动符号“@”、表情符号等信息载体;徽州文化推文的平均影响力、传播力和互动性均逊色于希腊文化推文,这与徽州文化推文语篇形式单一不无关系。

As a typical representative of international social media,Twitter has gradually become an important platform for the spread of Chinese culture to the outside world.This article investigates Huizhou-culture-related tweets posted by@AnhuiTravel,the official Twitter account of the Anhui Provincial Department of Culture and Tourism,and compares them to those posted by@VisitGreecegr,the official account of the Greek Ministry of Tourism.The corpus-based comparison focuses on the contents,forms,and effects of the tweets.The research results show that both Twitter accounts concentrate on the promotion of cultural and tourism resources,such as the natural scenery,cultural landscape,intangible cultural heritage and historical heritage,while showcasing their unique styles;Huizhou-culture-related tweets are mainly in the form of"text+pictures",seldom using other formats like short videos,live streaming,polls,the@symbol,emojis,all of which are frequently used in Greek-culture-related tweets;the average influence,dissemination rate and interaction rate of Huizhou-culture-related tweets are all significantly lower than those of Greek-culture-related tweets,which may be attributed to their distinctive tweet formats.The research findings contribute to the improvement of overseas publicity of Huizhou culture in the context of social media.