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La communication stratégique des musées français sur le réseau social Weibo

Abstract : Through semi-structured interviews with diplomats and museum communication professionals and a netnographic analysis of Weibo’s posts published by French museums between 2016 and 2017, this article provides a theoretical overview of the changes in strategic communication and French cultural diplomacy at the digital era. Why and how do French museums launch communication projects in Chinese social media? How do French museums’ communication strategies on Chinese social media contribute to the attractiveness of these museums in China’s public sphere ? Does these pratices could be seen as a form of place branding, or even track-II and cultural diplomacy of France?
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Contributor : Zhao Alexandre Huang <>
Submitted on : Tuesday, November 5, 2019 - 12:17:56 PM
Last modification on : Thursday, April 15, 2021 - 11:04:49 AM
Long-term archiving on: : Friday, February 7, 2020 - 2:01:13 AM


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  • HAL Id : halshs-02348033, version 1


Zhao Alexandre Huang, Jiatong Wang. La communication stratégique des musées français sur le réseau social Weibo. Management des technologies organisationnelles, Presses des Mines, 2019. ⟨halshs-02348033⟩



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