With the rapid popularization of the global mobile Internet，Global Social Media Platform is reconstructing the pattern of international communication，This phenomenon has become the consensus of the academic community。Dutch scholar Van Dick believes，The network platform is not a simple technical product，They are supported by hardware infrastructure，Drive by data (usually generated by users)，Coordinated by algorithms。Digital platform as a technical product as a whole embedded in society，From the perspective of international communication，Digital platform becomes an infrastructure that the crowd communicates with each other，With connection and intermediary。With the arrival of the media era，A number of Chinese stories have been telling Chinese stories on international social media、Chinese Internet celebrities that spread Chinese culture。They are interesting、The expression of close life shows the creativity of China、Food、Crafts and other colorful cultural elements，attracted the attention of netizens in the world，objectively promoted the spread of Chinese culture and participated in the shape of the national image。For cross -cultural communication research，This means update of cross -cultural communication paths，And the Social Media Entertainment theory provides a medium of observation platform、The theoretical perspective of the Internet celebrity economy。

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The popularity of the mobile Internet has changed the public from the recipient to the "production and sales"，The main body of foreign culture spread from traditional mass media to general public。bet365 best casino games People are really shaping culture with life，Life itself is a story。From the perspective of international communication，China is establishing self through culture and media "going global"、expression proposition。In long history，China is recognized by Western society with different images。These cognitions are not the same，or "Tian Dynasty Big Power"，or "Rise Dragon"。A series of activities such as "going global" and "media going" through culture，China is also mobilizing various resources，Forming a national image that co -develops with the world。

Communication channels are an important part of international communication capabilities，Where，Humanities exchange channels and traditional media are traditional channels for international communication。Humanistic exchange channels refer to humanistic exchange activities、Incidents, etc. to build a cultural exchange scene，Tell Chinese stories through cultural resources in different forms。my country is committed to building a variety of humanistic communication channels，For example, through the Confucius Institute、China Film Festival、Youcheng Exchange, etc. display the image of China，Pass Chinese Voice。2022 Beijing Winter Olympic Games around the "Together to the Future" slogan，Through the opening ceremony、mascot、Music、Visual effects、medal design and other links to excavate Chinese cultural elements，Determination of China's common development of China and the world。Under policy encouragement，Central key media accelerate overseas layout，Expand the overseas distribution channels and increase the landing rate，"Going out" pace is significantly accelerated，"Going out" method and means more diverse。

Now，Research on the platform economy gradually emerged，International digital platform not only provides bet365 best casino games various communication methods，It also created a new type of communication situation for the audience。Under this new situation，Digital social platforms provide another path for Chinese cultural communication。Social media has become a new infrastructure that people publish and obtain information。Stuart Cunningham and David Craig referred to the social media form of social media as the social media entertainment industry。They think，Global social media platform provides technology、Network and commercial availability，Different types from all over the world、Different cultural backgrounds，Creator who creates content creation as amateur，Rely on the platform to quickly professional and commercial。They use these platforms to incubate their own brands，Content innovation，Cultivate cross -border and cross -cultural fan communities。

The so -called technology、Network and commercial availability，refers to these platforms to provide players and other facilities，refers to these platforms to provide players and other facilities。At the same time，The platform provides interconnection technology，Easily the assembly of fans。Business confession refers to these platforms with various business models to content creators (member mode、Copyright protection, etc.)，Help content creators get benefits。

Australian scholar Michael Keane, an Australian scholar who has long observed Chinese digital culture and creative industry for a long time, has analyzed the reasons for the online platform and its success in cross -cultural communication，Also pointed out the importance of amateur and diversified content。He thinks，The success of online platforms such as Youku and iQiyi in cross -cultural borders，"Going out" content does not have to be limited to the huge budget "finished product"。Many contents bet365 Play online games are amateur，And these contents are constantly shared and re -mixed。For example, Youtube in the United States and Youku in China，The rise of such network platforms is being created by changing amateur content、The way to be professional and spread。

　　Internet celebrities become Chinese cultural communicators

Relying on the different dimensions provided by the social media platform，Different types of content creators are actively participating in content creation，and strive to achieve branding and commercialization。Comparison of comparison，Social media provides more diversified expression space for different ethnic groups。For example, from Lebanon、Musicians in Saudi Arabia and other countries、Comedy actors get the reputation of transnational national on these platforms，Get global audience。

Internet creators from China are also using these platforms to publish works，Obtain international influence。Among them, it not only includes relatively professional content producers，Also includes various content creators，Chinese news institutions like CGTN and Li Ziyi and other content creators。These accounts or display food life、or show creative ingenuity，Performing the colorful Chinese image with continuous content updates，attracted the attention of global netizens。

It is worth noting that，China's rapidly developing Internet platform has spawned a huge Internet celebrity group，The rapid development of net red culture and economy，It is a potential foundation for Chinese culture to go to the world。These years，From computer to mobile phone，From graphic to multimedia，From selling copyrights to e -commerce to bring goods，Internet celebrity economy in technical infrastructure、narrative mode、Profit models and other aspects are changing significantly。Join of virtual idols，Make Internet bet365 Play online games celebrities more diversified。The scale and growth rate of the Chinese Internet celebrity economy are noticeable。Even if there are many problems，But the Chinese people's creativity、Daily life is also fully excavated、Show and share。In this sense，Domestic communication elements、The content will become the content that can be viewed and shared internationally。

　Looking forward to cross -cultural communication practice

Expansion of social media channels，Use the technical characteristics of different media platforms。The development of the new media is restricted by the cultural environment，I am shaping a new culture again。Relying on social media for cross -cultural communication，It is necessary to consider the preferences of new media platforms in different regions。The influence of different applications and social platforms in different regions is different，For different people，Different meaning。At the same time，Platform control technology、Algorithms and data，Become a "new power and noble" distribution of global information。The platform establishs ecological space for cultural exchanges，But the platform has a great power of digital culture，Therefore, it will also affect the content of the content of Chinese culture overseas and the direction of traffic。Therefore，The technical characteristics of the social media platform and through the algorithm、The "technology" ideology showed by the recommendation mechanism has a certain understanding。

Further excavate Chinese themes and stories。Current，The theme of the main excavation of Chinese bloggers on international social media is food、Chinese Story in the dimension and other dimensions。These stories are close to daily，Close to people's livelihood，Have affinity。But the spread of Chinese culture is urgent to develop a diverse Chinese story，bet365 best casino games Especially China's scientific and technological progress、Developed digital life, etc.，It is also worth digging and sharing。An open、The development of China's development needs to be shaped by the media。

Give full play to the interest and power of multi -subject cross -cultural communication。Some times，Overseas audiences will adopt a retaining attitude towards the communication behavior and information of the government，to weaken the effect of the "soft power" project，But when the products from the people are very attractive，The "soft power" of the country often improves。The emergence of social media，Make different circles of discourse resonance possible。For those who have achieved extensive success in China、There is huge potential、Video creators without language barriers，Publishing and spreading your own video on overseas video platforms will be a new opportunity。Which field will the next "Li Ziyi" appear，People are full of expectations。

Make good use of the power of cultural intermediaries。As the Internet celebrity economy develops, a large number of intermediaries that coordinate the relationship between creators and platforms，These institutions play an important role in content creators to go to sea。Rudi -Channel Network，mcn)，Play characters similar to cultural brokers，Connecting platform and content creator，Help content creators realize business income。International，Some MCN operation methods are mature，Emphasize in different vertical fields。in the country，There are also a large number of MCN institutions，On the one hand with station B、​​Weibo、Douyin and other platform cooperation，On the other hand, help content creators operate fans、Realize business monetization, etc.。The characteristics of the social media and entertainment bet365 best casino games industry are that the majority of platform content creators have transformed into more professional producers，In this process，Make good use of professional cultural intermediaries，For content creators，It is one of the important ways to enhance the influence of the content of communication。

(Author Unit: Institute of Journalism and Communication of the Chinese Academy of Social Sciences)