An Examination of the British Council’s Social Media Strategy in China: Insights and Implications

Abstract

The rapid advancement of internet technology has ushered in the age of new media, significantly altering the means of language and cultural transmission. In this era, social media platforms demonstrate superior effectiveness, interactivity, timeliness, and convenience, outpacing traditional media outlets, and hence have amassed vast user populations. As a central player in the international promotion of English language and culture, the British Council keeps pace with these developments by employing social media for outreach. This paper scrutinizes the British Council's communication data on major Chinese social media platforms, analyzes its current practices and potential deficiencies based on the Lasswell's 5W communication model, and proposes potential strategies for improvement.