Abstract:

The international communication and “going out” strategy of Chinese culture is confronted with huge opportunities and challenges brought by new media. YouTube, with its characteristics of social media, we media and video media, is an important and typical international new media, and is also an important Internet platform whose scale and flow is in a leading role. Communication effects of Chinese culture on YouTube is researched through statistical tests and analysis, and the influencing factors of the communication effect is analyzed from many aspects such as content and communicator. The results show that content richness, content orientation, controversial degree, content type, communicators’ influence, communicators’ diffusion force have significant correlation with the communication effects of Chinese culture on YouTube. The results can provide the optimization countermeasures for our country’s international communication practice.

Key words: Chinese culture, international communication, YouTube, communication effect, we media