Pathways to Establishing Local International Communication Hubs: A Media Framing Analysis of Sichuan International Communication Center's Overseas Social Media Matrix
DOI:
https://doi.org/10.71222/1w6qq780Keywords:
international communication hubs, media framing, social media strategy, glocalization, public diplomacyAbstract
In an era of globalization, regional actors increasingly seek to amplify their voices in international discourse. Local international communication hubs, such as the Sichuan International Communication Center (SICC), play a pivotal role in shaping cross-border narratives by leveraging digital platforms. While national-level media strategies have been widely studied, a gap remains in understanding how subnational entities construct and disseminate narratives through overseas social media. This study examines SICC's social media matrix, including Twitter, Facebook, and YouTube, to uncover the pathways through which local hubs establish global influence. The research employs media framing theory to analyze SICC's content, focusing on how Sichuan's cultural, economic, and political identity is projected to international audiences. A qualitative analysis of posts from 2020 to 2024 reveals dominant frames, such as cultural heritage promotion, economic development narratives, and crisis response messaging. The findings highlight platform-specific strategies, including hashtag campaigns on Twitter and documentary-style storytelling on YouTube, as well as audience engagement tactics like multilingual content and influencer collaborations. The study contributes to media and communication scholarship by bridging the gap between national and subnational public diplomacy research. Practically, it provides actionable insights for local governments and institutions seeking to establish effective international communication hubs. By demonstrating SICC's "glocalization" approach, balancing local uniqueness with global relevance, the research provides a replicable model for other regions seeking to enhance their soft power through digital platforms.
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