中北大学学报（社会科学版）2025，Vol.41Issue(4)：46-56,11.DOI:10.62756/xbsk.1673-1646.2025079
中国新质生产力的世界"在场":中国科技品牌海外社交媒体话语共建
Presence of China's New Quality Productivity in the World:Overseas Social Media Discourse Co-construction of Chinese Technology Brands
摘要
Abstract
Under the background of new globalization,Chinese science and technology brands representing new quality productivity are collectively sailing to the sea.In the face of the diverse global market,Chinese brands need to think deeply about how to build effective communication power to cross cultural barriers.Overseas dominant social media provides a suitable communication platform for this purpose.Based on the YouTube reviews of China's five major technology brands,this study observes the shared reality created by overseas consumers in community communication from the perspective of brand identity.The study found that stakeholders(mainly overseas consumers)have established fantasy types about the product power,brand power and friction of Chinese science and technology brands,thus shaping the rhetorical vision of"internationalization of Chinese science and technology brands"with the characteristics of the times.The cognitive schema,emotional elements and social media itself emerging from the interaction and communication of overseas consumers show that it is feasible to promote the global communication of the concept of"new productivity"and"high-quality development"with the overseas marketing communication of Chinese science and technology brands,but there is still much room for improvement in breadth and depth.关键词
新质生产力/高质量发展/中国科技品牌/跨文化传播/全球性社交媒体/幻想主题分析Key words
new quality productivity/high quality development/Chinese science and technology brands/cross cultural communication/global social media/fantasy theme analysis分类
社会科学引用本文复制引用
万木春,王思婕,王涓溪..中国新质生产力的世界"在场":中国科技品牌海外社交媒体话语共建[J].中北大学学报（社会科学版）,2025,41(4):46-56,11.基金项目
国家社会科学基金项目:中国科技品牌的国际传播制约因素与能力提升研究(23BXW051) （23BXW051）
教育部"春晖计划"中外合作科研项目:中国科技品牌在英法德的发展:基于所在国重点政策与消费者权力的共同影响(202200853) （202200853）
