CAIRN-INT.INFO : International Edition

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).

  • We aim to study
  • through the prism of digital public diplomacy
  • 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
  • public diplomacy
  • soft power
  • Weibo
  • sinicization
Zhao Alexandre Huang
Mylène Hardy
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