本研究以华为为例，对YouTube上以华为为主题的自媒体视频展开内容分析，旨在探讨中国高科技企业在不同方面获得认同，从而研究其作为中国“科技形象”传播媒介的可行性。研究发现：中国科技具有海外关注度基础，被视作西方消费体系的一部分，同时有获得价值认同的可能性。基于此，本研究对中国科技形象的海外传播提出了三点建议。首先，放大自身优势，夯实传播内容，增强传播可信性；其次，增强以科技为主体的价值认同言说，提升传播的认同感；最后，以软传播为主，弱化中西对立、强调共同发展。
Taking HuaWei as an example，this study carried out content analysis on we-media themed video with HuaWei related topics on YouTube，aiming to study whether China’s technology image can be recognized in different concept spaces，thus exploring the feasibility of high-tech enterprises being the media of China’s technology image dissemination. It was found that Chinese technology has a strong basis of overseas attention and was regarded as part of the western consumer system，and Chinese high technology enterprises have the possibility of obtaining value recognition. Based on the results，this study put forward three Suggestions for the overseas communication of China’s technology image：Firstly，Taking talent and innovation as the cornerstone，enhance enterprise strength and communication power. Secondly，Enhance the value identification with Chinese technology and strengthening the effects of communication. Thirdly，Soft communication as the main strategy，outputting unique enterprise cultural values，boosting brand competitiveness，and reinforcing the sustainability of communication.
