本文主要通过案例分析和文本分析的方法，对2017～2018年在海外主流社交平台上所呈现的中国文化形象展开研究。研究发现，海外民众对中国文化形象的认知存在着“传统”与“现代”的分野，“宏大”与“日常”的偏离，尽管国外民众对中国元素有着明确的认知，但是对中国文化形象普遍存在着奇观化与框架化的认识。基于此，中国文化形象的塑造应该着力从文化内容、传播渠道与传播载体等方面进行，重视海外社交媒体平台与海外华人的重要力量。
Through the case analysis and text analysis methods，this paper investigate Chinese cultural image presented on the 2017-2018 overseas mainstream social platform. The result show that overseas people’s perception of Chinese cultural image exists “traditional” and “modern” difference，“grand” and “daily” deviation. Although foreign people have a clear understanding of Chinese elements，the understanding of the image of Chinese culture is generally spectacular and framed. Based on this，this paper believes that the shaping of Chinese cultural image should focus on cultural content，communication channels and communication carriers，and pay attention to the important force of overseas social media platforms and overseas Chinese.
