Huang, Zhao Alexandre <br/><br/>
Toward a French museum public diplomacy in China? The sinicization of the Louvre Museum’s communication strategies in the digital age 

 -  2021.<br/>							 
<br/><br/> 59 
<br/><br/> 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).