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Vers une diplomatie publique française des musées en Chine ? La sinisation numérique des stratégies communicationnelles du Louvre

Abstract : As the priority choice of Chinese tourists traveling in France, the Louvre Museum launched on May 1, 2015 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). We aim to study, through the digital public diplomacy prism, 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.
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https://hal.archives-ouvertes.fr/hal-03324086
Contributor : Zhao Alexandre Huang <>
Submitted on : Monday, August 23, 2021 - 11:46:55 AM
Last modification on : Saturday, August 28, 2021 - 2:53:33 PM

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Zhao Alexandre Huang, Mylène Hardy. Vers une diplomatie publique française des musées en Chine ? La sinisation numérique des stratégies communicationnelles du Louvre. Les Enjeux de l'information et de la communication, Gresec UGA, 2021, pp.71-87. ⟨hal-03324086⟩

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