中国留学生微信公众号传播中的文化差异与对策

Cultural Differences and Countermeasures in WeChat Official Accounts Platform for Chinese Students Studying Abroad

摘要: 微信公众号作为中国新媒体的代表之一，已经成为一个重要的信息传播平台。随着全球化进程的加快，越来越多的中国学生选择出国留学，他们在国外接受到不同文化的熏陶，形成了独特的思维方式、行为习惯以及兴趣爱好。国外的中国留学生对国内的时事比较关注且相对于国内的大学生反而更容易发出自己的声音，这些文化差异对微信公众号的运营和内容创作带来了挑战。因此，以大学生为受众的微信公众号，在进行文化传播时需要考虑到中国留学生的文化差异，才能获得受众的喜爱，提高传播效果。本文首先分析了中国留学生与国内受众之间的文化差异，对微信公众号传播的影响。接着，提出了处理包括语言沟通、内容定位以及文化适应等方面的中国留学生文化差异的有效策略。希望通过本文的分析，为微信公众号处理文化差异提供参考。

Abstract: As one of the representatives of China’s new media, WeChat official accounts platform has become an important information dissemination platform. With the acceleration of globalization, more and more Chinese students choose to study abroad, where they are influenced by different cultures and form unique ways of thinking, behavioral habits and interests. Chinese overseas students are more concerned about current affairs in China and are more likely to express their own voices than college students in China, and these cultural differences bring challenges to the operation and content creation of WeChat official accounts platform. Therefore, WeChat official accounts platform with college students as their audience needs to take into account the cultural differences of Chinese students in their cultural communication in order to gain the popularity of the audience and improve the communication effect. This paper first analyzes the impact of cultural differences between international students and domestic audiences on WeChat official accounts platform. Then, it proposes effective strategies to deal with the cultural differences of international students including language communication, content positioning and cultural adaptation. It is hoped that the analysis in this paper will provide a reference for WeChat official accounts platform to deal with cultural differences.