UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| This study explored the use and impact of Chinese cultural symbols within Cultural WeChat Official Accounts (CWOAs). The research objectives were to analyses the frequency and types of symbols employed, identify those that resonated most with audiences, and optimize visual presentation to enhance communication effectiveness. A mixed-method research approach with sequential explanatory research design was adopted. It began with the collection and analysis of quantitative data, followed by a qualitative analysis. It incorporated content analysis to map the distribution patterns of cultural symbols. Also, SPSS and NVivo were used for data analysis. Quantitative findings were derived through Qingbo Index. Nevertheless, hierarchical coding was employed for the visual analysis. Census sampling was used for quantitative data and purposive sampling was used for qualitative data. The findings from the content analysis revealed a consistent presentation of Chinese cultural symbols across the sampled CWOAs. Among these, folklore symbols were particularly prominent. They demonstrated a strong capacity to engage users. The qualitative analysis further indicated a prevalent use of vibrant colors, notably red and yellow, alongside a preference for symmetrical or centrally positioned compositions. Additionally, closeups, medium shots, and full shots were frequently employed to effectively highlight meaningful symbols. This study implicated that CWOA operators can significantly enhance audience engagement by strategically emphasizing folklore symbols and tailoring visual strategies to align with audience preferences. It contributed to the academic field by providing a practical framework for the effective utilization of cultural symbols in digital communication. Thereby, it improved the dissemination of Chinese culture through new media platforms. Furthermore, it enriched the understanding of digital communication dynamics while offering actionable insights for enhancing cultural transmission on digital platforms. |
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