Abstract
In the digital era, platforms like China's TikTok (Douyin) have become essential in disseminating agricultural culture. This study explores how the Chinese agricultural-themed variety show Let's Farm effectively promotes agricultural dissemination on TikTok. Grounded in participatory cultural theory and uses & gratifications theory, this research employs a mixed-method approach to analyze content and audience interactions. The study involves a content analysis of Let's Farm's videos and live streams on Douyin, focusing on publication frequency, audience engagement (likes, comments, shares), and the types of content posted by the production team and cast members. Additionally, the study examines user-generated content to evaluate its contribution to the show's dissemination and conducts an analysis of audience comments to understand their motivations and reactions to the content. The findings indicate that Let's Farm effectively promotes Chinese agricultural culture through strategic content marketing and interactive activities on TikTok.Additionally, audience-driven secondary creation boosts content dissemination, leading to substantial diffusion. The educational value of the program is evident in its ability to make agricultural knowledge accessible and engaging, particularly to younger audiences. These insights offer practical recommendations for leveraging new media platforms to enhance cultural diffusion and educational impact.
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