A Study on the Application of Social Network Analysis Based Approach in the Optimization of Cultural Communication Paths and Efficiency

The optimization of cultural communication paths is an important part of Chinese culture’s continued dialogue with the world in the face of increasingly fierce international competition. In this paper, we use social network analysis to collect relevant data on the microblogging platform and analyze the overall network structure of “The Belt and Road Initiative” using network density, network distance, and clustering coefficients. Using social network analysis metrics, we calculate the node position of the network path of “The Belt and Road Initiative” and analyze the influence of each microblog account. We filter the cultural communication topics of “The Belt and Road Initiative”, scrutinize the participating regions, and establish the characteristics of the cooperation mode within this cultural communication. “The Belt and Road Initiative” has a network density of 0.247, 0.281, and 0.295, respectively, which indicates that the network density of these three topics is small and there is less information exchange, but the cohesive force of cultural communication is stronger. “People’s Daily,” “Central Committee of the Communist Youth League,” and “Phoenix Video” have high intermediary centrality (712.256, 700.425, and 695.253, respectively). The high intermediary centrality indicates that these nodes have a great influence on the flow of resources in the information dissemination network and can accelerate the efficiency of the “Belt and Road Initiative” cultural dissemination path.