The Influence of Social Media on the Design of the National Image in the Globalization Context

  • Minggang Yang
  • Hongling WanEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9742)


With the constant improvement of the science & technology and the rapidly spread mobile internet, the information dissemination method is also appeared a variety around the world. And the position of the social media being the main force of information dissemination is also much more prominent. In contrast, the speed of information dissemination is also becoming faster and faster, the rapid and convenient information dissemination has accelerated the globalization process, making the relations between the countries all over the world much closer. Today, while the exchange of information among different countries in both the economic, political and cultural fields etc. Becoming more frequent, the quality of the national image shall influence the speaking right and competitiveness of one country among the international society directly. Therefore, being the important part of the national “soft power”, the design of national image is becoming crucial. In this paper, it took the Weibo of China Sina - such an important social media as the study platform, by selecting the Weibo accounts that certified by Sina and having the important influence on the design of American national image as the object of study, including the Weibo account of American Embassy in China that representing American political affairs, the TNC (The Nature Conservancy) Weibo account that representing the non-governmental organizations, and the personal Weibo account of Rupert Murdoch - the famous pressman, the executive chairman of US-based News Corp, by using the study methods of statistical analysis and text analysis, it focused on the analysis of the popular micro-blogging inside the three Weibo accounts, to analyze the important influencing effects that the Sina Weibo made on the design of the American national image, summarize the strategy and inspiration that using the social media to make the framework for national image, in order to provide some practical proposals for each country using the social media to improve their national image under the new media environment.


Globalization context Social media The design of the national image 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.School of Art, Design and MediaEast China University of Science and TechnologyShanghaiChina

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