A Study of Youth's Engagement Behavior in Transnational Media in an Intercultural Context: Taking Volleyball in China and Japan as an Example

Abstract

In the era of globalization, intercultural communication studies have emerged as a focal point of research. Analyzing interactions and exchanges across cultures offers deeper insights into the intricate dynamics of cultural and social evolution. Sports, especially volleyball, serve as a bridge between nations, facilitating mutual understanding and cooperation. The significance of volleyball exchanges between China and Japan is unmistakable, representing a crucial aspect of bilateral sports diplomacy. Against this background, it is imperative to delve into the identity sentiments of youth towards their engagement with Chinese and Japanese volleyball media in an intercultural context. This exploration not only provides insights into the values and cultural leanings of the younger generation but also clarifies the intricate influence of these factors on cultural dissemination. The findings reveal that youths' enthusiasm for sports and their individual attributes directly impact their participation in Japanese volleyball media. Moreover, this influence is modulated by a sense of intercultural identity, reflecting a complex interplay between personal attributes, cultural affiliations, and media engagement. Additionally, the widespread use of social media emerges as a key factor, intersecting with intercultural identity to shape youths' engagement with volleyball media. By exploring this topic, this paper can help gain a deeper understanding of the intricate relationships between personal identity, cultural affiliations, and media consumption among young individuals, specifically within the realm of volleyball media in China and Japan.