高校国际中文教育新媒体传播力研究

Communicability for the New Media of International Chinese Education by Chinese Universities

陆小兵 ¹王文军 ²徐文妍³

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作者信息

1. 南京大学大学外语部江苏南京 210023
2. 南京大学出版社中国人文社会科学评价研究院江苏南京 210093
3. 南京大学教育研究院江苏南京 210023
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摘要

作为新媒体形式之一的微信公众平台近年来日益获得受众青睐,其在国际中文教育宣传与推广方面具有重要作用.本文采用定量和定性的混合研究方法,通过对软科大学排名的198所开设国际中文教育专业高校的相关微信公众平台2022年10月1日至2023年9月30日一整年4万余条推文进行收集与整理,运用清博指数(WCI)测算出微信公众平台的影响力,同时对微信公众平台的推文进行特征类型和呈现形式分类,并通过SPSS进行分析统计,比较了不同类型高校的差异,分析了高传播力和低传播力推文特征,以及对不同类型推文WCI进行比较.根据研究结果及分析,总结出国际中文教育微信公众平台传播力提升的具体策略.

Abstract

As one of the new media forms,WeChat official account platform has been increasingly favored in recent years,and it plays a vital role in the promotion of International Chinese Language Education(ICLE).By adopting a blended quantitative and qualitative research method,this study collected all the articles(dating from Oct.1,2022 to Sep.30,2023)on the WeChat official accounts run by 198 universities offering ICLE majors in the Shanghai Ranking.The communicability of the WeChat official accounts was calculated using the Qingbo Index(WCI),and the types and forms of the articles on the WeChat official accounts were catego-rized and statistically analyzed to compare the differences between different types of universities.Based on the analysis of interview data with 20 interviewed teachers and students,specific strategies for enhancing the communication power of the ICLE WeChat official accounts are given.

关键词

国际中文教育/传播力/微信公众平台/WCI指数/提升策略

Key words

international Chinese language education/communicability/WeChat official accounts/WCI index/enhancement strategy

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出版年

2024

中国语言战略

ISSN：

段落导航