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    • Abbreviated Title: Int. J. Lang. Lit. Linguist.
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    • DOI: 10.18178/IJLLL
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HOME > Archives > 2025 > Volume 11 Number 2 (2025) >
IJLLL 2025 Vol.11(2): 105-110
DOI: 10.18178/IJLLL.2025.11.2.582

Research on Chinese Cultural Communication Strategies on Social Media Platforms-Based on Weibo Li Ziqi Topic Network Text Analysis

Can Wang and Jin Wu*
Zi Jin College, School of Business, Nanjing University of Science and Technology, Nanjing, China
Email: 1281418011@qq.com (C.W.); wujin970502@163.com (J.W.)
*Corresponding author

Manuscript received November 20, 2024; accepted March 17, 2025; published April 25, 2025.

Abstract—This study investigates the traditional culture communication strategy on social media platforms, employing text mining technology as the research method. It focuses on analyzing user emotions in response to the event of “Li Ziqi’s return.” The findings reveal that users’ emotions are predominantly neutral, followed by positive emotions, with a notably low proportion of negative emotions. This indicates high user recognition of Li’s return and their re-examination and identification with the value of traditional culture. The study further finds that users have transitioned from being “content consumers” to “value interpreters” in the new media environment. Consequently, traditional culture communication has shifted from a focus on “traffic” to emphasizing “cultural identity.” This shift poses higher requirements for the modern translation of traditional culture IP in the future.

Keywords—cultural communication, text mining, social media

Cite: Can Wang and Jin Wu, "Research on Chinese Cultural Communication Strategies on Social Media Platforms-Based on Weibo Li Ziqi Topic Network Text Analysis," International Journal of Languages, Literature and Linguistics, vol. 11, no. 2, pp. 105-110, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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