数字公共外交的群际接触途径:现状、问题与优化路径——以“洋网红”的视频传播实践为例

Inter-group Contact Approaches in Digital Public Diplomacy:Current Status,Issues,and Optimization Paths—A Case Study of the Video Dissemination Practices by“Foreign Internet Celebrities”

随着互联网技术发展,国际化社交视频平台成为“洋网红”向全球受众分享在中国的经历与感悟的重要渠道。基于群际接触理论,以bilibili和YouTube两大社交平台上洋网红发布的有关视频为研究对象,通过内容分析法对“洋网红”视频中呈现的群际接触行为外在表征和内在规律进行深入探究。研究发现:“洋网红”群体在分布上呈现明显的不均衡和多元性不足的特征,亲密感和相似性是触发“洋网红”与中国人群体进行接触的主要因素;此外,“洋网红”视频在连接中外群体和弘扬中华文化方面具有积极作用。因此,建议鼓励“洋网红”创作,出台相关政策引导和规范其创作内容,将“洋网红”的视频实践作为数字公共外交的有效途径,推动中外群体之间的交流与理解。

With the advancement of Internet technology,international social video platforms have emerged as vital channels through which“foreign Internet celebrities”share their experiences and insights in China with global audiences.Drawing on inter-group contact theory,this article examines videos uploaded by“foreign Internet celebrities”on the prominent social platforms Bilibili and YouTube.Through the method of content analysis,it delves into the external representation and underlying patterns of inter-group contact behaviors depicted in these videos.The study reveals noticeable imbalances in the distributions and diversities of the“foreign Internet celebrities”group,and closeness and similarity between them and Chinese people are the primary catalysts for their contact.Furthermore,videos from“foreign Internet celebrities”play a constructive role in bridging Chinese and foreign communities.Consequently,it is recommended to foster the development of“foreign Internet celebrities”,implement policies to guide and regulate their creative content,and recognize the video practices of“foreign Internet celebrities”as effective tools of digital public communications to facilitate communication and understanding between Chinese people and foreign people.