A comparative study of narrative strategies for overseas communication in international Chinese language education: based on Confucius Institute and Goethe-Institut

International Chinese language education is a public linguistic product provided by China to the world, an important platform and an effective carrier for China to integrate into the world and for the world to understand China. Through content analysis of 51,330 data on international Chinese education in three major platforms, namely Twitter, Google News, and Facebook, this study finds that international Chinese education presents different communication characteristics in other platforms, with neutral emotions dominating in two major platforms, Twitter and Google News, and some adverse events posing challenges for the overseas communication of international Chinese education. Some of the adverse events have posed challenges to the overseas communication of international Chinese education. Compared with the official account of Goethe-Institut on Facebook, the communication effect of international Chinese education on this platform has more room for improvement because there is no official certified account. We propose feasible suggestions from the perspectives of top-level design, piggybacking dimension, localization process, marketing pace, and brand image building.