Research on the Cross-cultural Communication Strategy of Chinese Internet Celebrities Based on SWOT Analysis in Video Forms

Taking Li Ziqi’s Video as an Example

DOI

10.2991/assehr.k.211209.034How to use a DOI?

Keywords

cross-cultural communication; Chinese web celebrity; YouTube; SWOT analysis

Abstract

With the widespread use of social media platforms such as YouTube throughout the globe, it is much simpler to obtain foreign cultural goods, facilitating cross-cultural media consumption. In these social networks, especially YouTube, some Chinese web celebrities, such as Li Ziqi, stand out in many video producers, which attracts extensive attention from people in China and all around the world. Using the SWOT analysis method, this paper systematically analyzes the strengths, weaknesses, opportunities, and threats of Chinese web celebrities’ cross-cultural communication through video and points out some development strategies of their overseas publicity based on the SWOT analysis. As shown in this essay, some of the penetrating strategies, such as choosing the topics of the videos carefully, are presented. These suggestions may be useful for the media producers to keep developing in long run.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Ruiyang Lu
PY  - 2021
DA  - 2021/12/15
TI  - Research on the Cross-cultural Communication Strategy of Chinese Internet Celebrities Based on SWOT Analysis in Video Forms
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 208
EP  - 211
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.034
DO  - 10.2991/assehr.k.211209.034
ID  - Lu2021
ER  -