自媒体平台“他者”视角下传播中国声音对比分析——以来华旅游视频为例
Comparative Analysis of Spreading Chinese Voices from the Other’s Perspective—Taking We-Media Travel Videos on YouTube as an Example

本文以YouTube平台上发布的来华旅游视频为研究对象，并对其进行两组对比分析，揭示了自媒体平台“他者”视角下传播中国声音的优势与局限。围绕海外自媒体平台相关视频的内部比较，研究揭示了海外观众对打破传统预设的视频、叙述真实平实的视频等有更高的接受度；通过对海外接受度高的视频与中国本土视频的比较，研究也揭示了这些“他者”视角的来华旅游视频在对中国文化的阐述及发掘上也存在着其固有局限性。基于对这些优势与局限的进一步探究，提出了几点为国家形象本土自塑的启示：强调宣传视频中的真实性、细节处理以及跨文化交流的差异，并利用视听语言的优势来增强视频的吸引力和情感共鸣；同时建议地方文旅部门应深入文化宣传与阐释，改善外国游客的宣传科普和语言沟通，以更好地推动中国声音在全球范围内的有效传播，塑造中国形象。
This paper conducts an in-depth comparative analysis of travel videos to China on YouTube, revealing the strengths and limitations of the “other” perspective in spreading the Chinese voice on social media platforms. The study finds that overseas audiences are more inclined to accept videos that break traditional stereotypes and showcase real life. At the same time, compared with domestic videos, these overseas videos have limitations in deeply exploring and conveying Chinese culture. Based on these findings, the article proposes suggestions for bolstering the domestic portrayal of the national image. It suggests focusing on authenticity, attention to detail, and the nuances of cross-cultural dialogue within promotional materials, as well as leveraging the power of audio-visual storytelling to boost the appeal and emotional resonance of videos. Furthermore, the study also suggests that local cultural tourism departments should deepen cultural promotion, improve external publicity and language communication, in order to promote the effective global dissemination of the Chinese voice and the positive shaping of the Chinese image.