This Podcast explores how four major Chinese state-run media outlets utilize Twitter to enhance their global influence. By analyzing their strategies, the study reveals a reliance on traditional broadcasting methods rather than leveraging social media’s interactive features.
While follower counts grew organically, audience interaction remained minimal, with no significant evidence of artificial follower inflation. CGTN stood out for its success, driven by diverse content and a strategic rebranding. The findings illuminate the nuanced relationship between traditional public diplomacy and the dynamic potential of social media platforms.
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