科技企业在海外短视频平台的国际传播策略研究

Research on the International Communication Strategies of Technology Enterprises on Overseas Short Video Platforms

摘要: 在短视频全球叙事深度嵌入科技企业国际传播的背景下，本研究收集了六家中国科技企业2025年发布在TikTok企业官方账号的180条英文视频数据，并开展混合研究方法的多模态批评话语分析。研究发现，在文本模态层面，科技企业通过及物性过程与情态资源的差异化配置，实现了从技术行动者向情感中介的身份变化，并借助评价柔化硬核技术话语；在图像模态层面，再现意义、互动意义与构图意义协同构建技术的社会价值与情感亲密性。进一步分析其成因发现，企业运用再索引化、平台化情感叙事、再符号化传播策略，协同构建了技术社会价值与情感亲密性。研究从话语及权力维度拓展了企业跨文化传播中的应用边界，为数字时代科技企业的国际形象树立提供了理论参考与实践启示。

Abstract: In the context of the global narrative of short videos deeply embedded in the international communication of technology enterprises, this study collected data from 180 English videos posted on TikTok official accounts by six Chinese technology enterprises in 2025, and conducted a multimodal critical discourse analysis using a mixed research methodology. The study found that at the textual modality level, technology enterprises achieved an identity shift from technological actors to emotional intermediaries through differentiated allocation of transitivity processes and modal resources, and softened hardcore technological discourse through evaluation; at the image modality level, representational meaning, interactive meaning, and compositional meaning collaboratively constructed the social value and emotional intimacy of technology. Further analysis of its causes revealed that enterprises employed re-indexing, platform-based emotional narratives, and re-symbolization communication strategies to collaboratively construct the social value and emotional intimacy of technology. This study expands the application boundaries of cross-cultural communication for enterprises from the dimensions of discourse and power, providing theoretical references and practical insights for the international image building of technology enterprises in the digital era.