Analysis on Global Mobilization Mode of "@ China” Global Short Video Contest

Key words: short video contest, People's Daily, international communication, public diplomacy;

Abstract:

"@ China" global short video contest is a creative public diplomacy practice and has achieved remarkable results. This is the first time that the People's Daily has held a global short video contest, and the global mobilization mode of its audition module is worthy of systematic analysis. This paper analyzes the global mobilization mode of the contest from the aspects of announcement, incentive measures, publicity and promotion, work selection and netizen feedback, so as to provide reference experience for international communication.

Published in The Press, Issue 01, 2020

Author:

Zhong Xin, Professor, School of Journalism and Communication, Renmin University of China, Researcher, Research Center of Journalism and Social Development;

Wang Ning, Zhang Jiong and Wang Ziwei, Postgraduate students of School of Journalism and Communication, Renmin University of China.