黄清,吕千叶,段芊芊

• 1:浙江大学
• 2:浙江大学国际传播研究中心
• 3:浙江大学传媒与国际文化学院

摘要(Abstract)：

高校是一类重要的国际传播主体，如何利用海外社交媒体促进海外用户参与至关重要。本文基于对话理论，抽取清华大学、北京大学和浙江大学2022—2023年发布的X推文(N=834)进行内容分析，研究发现：推文的“对话循环”和“信息有用性”是最为凸显的对话特征；从“转”“评”“赞”行为指标来看，用户的情感性和认知性参与度都较低；在效果方面，只有“对话循环”特征有助于促进用户的认知性参与。研究发现提醒我们反思高校国际传播情境下对话特征的新内涵以及对话理论的适用性，并为高校如何运用对话特征提升其国际传播效能提供针对性建议。

关键词(KeyWords)： 国际传播;海外社交媒体;对话理论;用户参与

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 黄清,吕千叶,段芊芊

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• ① 订阅量数据摘录时间为2024年2月。
• ② 此处点赞量、转发量、评论量描述统计结果已剔除离群值(N=834),但并未进行对数处理。