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Big data technologies to support nation branding

Author  :       Source  :    Chinese Social Sciences Today     2016-01-04

On Dec. 21, Shanghai Jiaotong University (SJTU) hosted a symposium titled “Uncovering China’s National Image in the Era of Big Data: Theories, Methods and Applications.” Scholars agreed that traditional methods, such as content analysis, are conspicuously inadequate to deal with the current information explosion. To formulate an effective nation branding strategy, it is necessary to conduct thorough analyses on a large quantity of multisource data to critically evaluate the status quo, evolution and trends of national image. “Big data technologies will usher in a string of breakthroughs for the study of national image,” said Jonathan Zhu, a professor at the City University of Hong Kong. Currently, data gathering and content extraction are two major challenges faced by researchers.“How can information on China be retrieved, processed and analyzed? How can patterns of information dissemination be identified? How can the national image be better managed? These questions are crucial to transform challenges into opportunities,” said Ge Yan, a professor from the Institute of Arts and Humanities at SJTU.

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