Author(s)

Xiaolin Liu ¹

Affiliation(s)

¹ Jinan University, Guangzhou, 510632, China

Corresponding Author

Xiaolin Liu

ABSTRACT

To better promote Chinese culture internationally, Confucius Institutes worldwide have launched online Chinese language courses and cultural lectures. This study examines the example of the University of San Tomas Confucius Institute in Chile. Since March 2019, the institute has conducted monthly online cultural lectures featuring different themes each month. These lectures were promoted through advance online publicity and delivered live-streamed to Chilean netizens. The author compiled all cultural lecture topics from the institute over a year and categorized them by theme. Comparative analysis of the total likes received by these cultural topics during advance promotions on Facebook revealed a gap between the content offered by Confucius Institutes and Chilean netizens' interests. Additionally, film recommendations exhibited issues such as limited thematic diversity and lack of representative content. To address these challenges, the author proposes strategies including actively utilizing social media for enhanced cultural promotion, fully considering local audience needs, offering diverse and representative works, and conducting statistical analyses of relevant online data to help Confucius Institutes improve their digital cultural dissemination.

KEYWORDS

Confucius Institute; Foreign Promotion; Chinese Culture; Online Publicity

CITE THIS PAPER

Xiaolin Liu, A Brief Discussion on the Promotion of Chinese Culture in Confucius Institutes. Curriculum and Teaching Methodology (2025) Vol. 8: 33-39. DOI: http://dx.doi.org/10.23977/curtm.2025.080606.

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