摘要
中国社交媒体平台的国际化发展与建设自主可控的国际传播渠道息息相关.论文试图通过对WeChat与TikTok这两个具有代表性的中国社交媒体平台国际化发展的历史语境与路径抉择进行对比分析,来丰富中国平台国际化研究的既有成果.研究发现,两个平台是在完全不同的技术背景和国际政治语境下走向国际市场的,采取了不同的国际化发展路径策略,并取得了差异化的效果.WeChat对微信的高度依附限制了平台在新的市场环境、制度环境与文化环境中做出调适的空间,TikTok独立于抖音的关系模式则为之赋予了更高的灵活性与自由度,也为其获得全球市场成功奠定了基础.文章最后就这两大平台的国际化发展经验及其给我国国际传播渠道自主性问题带来的启发进行了讨论.
Abstract
The international expansion of Chinese social media platforms is closely related to the nation's efforts to construct independent and controllable international communication channels.This article attempts to enrich the existing research on the internationalization of Chinese platforms by conducting a comparative analysis of thehistorical contexts and strategic pathways of international development for two representative Chinese social media platforms,WeChat and TikTok.The study reveals that these two platforms ventured into the international market under completely different technological backgrounds and international political contexts,adopting different strategies for internationalization and achieving distinct outcomes.WeChat's heavy dependence on its domestic counterpart,Weixin,limited its ability to adapt to new market environments,institutional settings,and cultural contexts.On the other hand,TikTok's relative independence from Douyin gave it greater flexibility and autonomy,laying the foundation for its success in the global market.This article also discusses the implications of their experiences for the autonomy of China's international communication channels.
NETL
NSTL
万方数据