Abstract
On international social media, "Tai Chi Zidong" has become a blogger with millions of followers dedicated to spreading Chinese culture, emerging as an influential case of cross-cultural communication. This paper takes the video content of "Tai Chi Zidong" on YouTube and TikTok as the research direction, examining the challenges and potential breakthroughs in the cross-cultural communication of Chinese culture. Employing the SIPS communication effect model proposed by Japan's Dentsu company for analysis, it is found that "Tai Chi Zidong" begins by accurately targeting users, maintaining the original cognitive frameworks of overseas users while focusing on their emotions, thereby eliciting recognition and gradually increasing online and offline community participation. Through offline communities, cross-cultural agents for spreading Chinese culture are selected, further accelerating the international dissemination of Chinese cultural symbols. However, during the communication process, vigilance is needed against issues such as cultural imperialism and cultural discount, necessitating strategy adjustments and considering the perspective of the West in the dissemination of Chinese culture, while proposing feasible strategies and methods.
Published Version
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