以2011-2019年間的30起歐洲焦點事件為研究對象,運用定性比較分析法(QCA)探討影響此類事件傳播熱度的關鍵因素與作用機制。依據"事件-傳播"框架,從傳播屬性、事件屬性兩個維度分析影響歐洲焦點事件在華傳播的主要影響因素及其組合作用路徑。研究發現,歐洲焦點事件在華傳播能否取得高傳播熱度,傳播屬性維度的因素具有決定性作用;事件屬性對應的影響因素則因事件類別的不同產生不同影響,各變量因素之間通過不同實踐路徑組合,可以形成較為穩定的組合路徑。

In this paper,30 European focus events from 2012 to 2019 are taken as the research objects,and the key factors and mechanism that affect the popularity of such events are explored using qualitative comparative analysis(QCA).Based on the event-communication framework,this paper analyzes the main influencing factors and their combination paths of European focus events in China from two dimensions of communication attribute and event attribute.Results show that the factors of communication attribute dimension play a decisive role in whether these events can achieve high communication popularity in China.The corresponding influencing factors of event attributes have different impacts on different types of events.Therefore,it is necessary to face up to the important role of other models in obtaining popularity in cross-cultural communication,and implement different communication strategies according to cultural distance and event types.