Toward a French museum public diplomacy in China? The sinicization of the Louvre Museum’s communication strategies in the digital age
Type de matériel :
TexteLangue : français Détails de publication : 2021.
Sujet(s) : - public diplomacy
- sinicization
- through the prism of digital public diplomacy
- We aim to study
- the Louvre’s communication strategies on the Chinese internet and to understand how the museum participates and engages in wielding French soft power in China. Louvre
- soft power
- public diplomacy
- sinicization
- Louvre
- soft power
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As the number one attraction for Chinese tourists in France, on May 1, 2015, the Louvre Museum launched a digital project targeting the Chinese social media platform Weibo. It intended to promote French culture and values while consolidating its presence and communication in the sinophone world. Its Weibo account has become, since 2016, one of the most influential foreign museum accounts on the Chinese internet. By using a netnographic approach, we observed all the posts issued by the Louvre Museum on Weibo throughout 2019 (N=352).
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