’Chinese + Media’ - An Analysis of PaTh’s Operation and Maintenance Strategies for Sea Media Cultural Accounts

Abstract

The overseas media cultural account People and Things (PaTh) is an important window for people in different countries to obtain Chinese learning information, understand Chinese culture, connect with broad public opinion, and promote the exchange of Chinese and foreign civilisations, and its development level and operation and maintenance effects have a bearing on the image-shaping of international Chinese language education brands. This study investigates PaTh’s accounts operating on the Facebook, YouTube, and Twitter platforms; adopts a combination of qualitative and quantitative research methods, such as data capture and case study analysis to examine their overseas visibility and international influence; and analyses the strategies and development suggestions for the operation and maintenance of Chinese cultural accounts in overseas countries. We also analyse the strategies and development suggestions for operating and maintaining Chinese cultural accounts overseas.