Social media e ricezione: analisi automatizzata e qualitativa del testo

The chapter presents a methodology combining quantitative and qualitative triangulation to analyze the reception of Italian cultural products (Ferrante, *The Medici*, Sorrentino) on Chinese social media. The authors integrate distant reading through software (Sketch Engine) with qualitative close reading of corpora extracted from Chinese platforms (Douban, Weibo, Amazon.cn, iQiyi, etc.).\r\n\r\nThe analysis reveals that Chinese audiences interpret *My Brilliant Friend* by identifying parallels between Ferrante's Naples and 1980s-1990s China, perceiving Italy as "Europe's China" for social conservatism and economic transformations. The series achieves exceptional ratings (9.3-9.5 on Douban), while *The Medici* generates more abstract reception focused on the cult of Italian art.\r\n\r\nThe contribution addresses concrete challenges of researching Chinese social media: limited access to stable archives, platform volatility, and web scraping restrictions. The authors emphasize the importance of integrating MMDA (Multimodal Discourse Analysis) and CDA (Critical Discourse Analysis), as well as "situated knowledge" of Chinese cultural and linguistic context for correctly interpreting emerging discourses.