Research Report on the Overseas Network Communication Power of Northwest Chinese Universities under the Background of the “Double First-Class” Initiative
DOI:
https://doi.org/10.53469/jsshl.2025.08(03).13Keywords:
“Double First-class” Initiative, Overseas Dissemination Power, Proposals and RecommendationsAbstract
As China’s “Double First-Class” initiative gains strategic prominence in global higher education, this study investigates the overseas communication challenges faced by 12 Northwest Chinese universities compared with top 12 QS-ranked institutions. Through social media data scraping and multidimensional analysis of communication channels, content strategies, and engagement effects, we identified four critical deficiencies: insufficient systematic communication planning, redundant channel management, monotonous content presentation lacking multimedia integration, and inadequate crisis response mechanisms. Corresponding optimization strategies propose establishing real-time information updates, centralized channel management with multimedia content diversification, and enhanced crisis prevention systems. The findings provide empirical evidence for improving international communication capabilities, offering strategic references for Chinese universities to enhance global competitiveness through effective brand management. This research contributes methodological frameworks for assessing institutional communication efficacy while proposing actionable solutions for China's higher education internationalization.
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