The emergence of new media has greatly promoted the dissemination of Chinese calligraphy culture, and the study investigates the dissemination effect of Chinese calligraphy in overseas platforms based on the new media marketing communication context. Taking Chinese calligraphy videos on YouTube platform as an example, the study evaluates the overseas communication effect of Chinese calligraphy through data statistics and BERT-CNN text sentiment analysis model, and further proposes a cross-platform communication strategy for Chinese calligraphy in overseas. On the one hand, the overseas communication of Chinese calligraphy has shortcomings such as low degree of specialization, data indicators mostly at the middle and low levels, and lack of interactivity, with the distribution of videos with a duration of 1,000 seconds and less than 1,000 viewings accounting for 86.33% and 90% respectively, and 90% of the videos have a number of likes of less than 10. On the other hand, the overseas communication of Chinese calligraphy has an obvious advantage of professional media, and the feedback from the audience is more positive. More than 60% of the videos are released by individuals and media, and the level of audience expressing regret and disgust is less than 5%. Although the overseas dissemination of Chinese calligraphy has achieved some results, it is still necessary to strengthen the dissemination and promotion of calligraphy culture in the new media context.
