Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 19, 07 December 2023
Open
Access | Article
Research on the Effect of Cross-Cultural Communication of Chinese Culture on YouTube ——Evidence from Hanfu
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Abstract
With the increasing globalization and cultural exchange, the scale of Chinese cultural dissemination on foreign social media has expanded significantly. This result examines the dissemination of Chinese culture on international social media platforms, using the spread of Hanfu, traditional Chinese clothing, on YouTube as a case study. The research employs a combination of case studies and content analysis to examine the communication effect of Hanfu on YouTube through the analysis of video content, viewing volume, comments, and other data. The result found that 1) The dissemination of Hanfu on YouTube has advantages and disadvantages, and 2) Audiences can be found in Hanfu videos of different types and styles, with significant differentiation. 3) The dissemination has diversity, but the concentration trend is evident, and the popular video source is personal accounts. 4) Audience engagement is relatively positive but low overall audience participation. This result provides valuable insights for promoting and inheriting Chinese culture on international social media platforms.
Keywords
Chinese culture dissemination, Hanfu, YouTube, audience engagement, media
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-181-0
- ISBN (Online)
- 978-1-83558-182-7
- Published Date
- 07 December 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/19/20231212
- Copyright
- 07 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited