UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| The main purpose of this study is to examine the important role of social media as an interactive platform in facilitating cross-cultural communication. This study employs a qualitative research method, focusing on the successful case of Li Ziqi_s videos on YouTube, with the aim to explore how traditional Chinese culture can be effectively spread abroad through video format in the social media era. Based on Stuart Hall_s encoding/decoding theory, the study first conducts semiotic and historical analyses of 65 videos of Li Ziqi to reveal how traditional Chinese culture is encoded and the traditional values conveyed. Then, 11,474 English and 122 French comments are selected for thematic analysis to examine the content that non-Chinese language background viewers focus on and their decoding attitudes. Finally, by comparing the traditional Chinese culture presented in the videos with the the audience_s areas of focus, and by analyzing in-depth three decoding attitudes, to assess the effectiveness and implications of using social media for the spread of traditional Chinese culture abroad. The analysis find that Li Ziqi_s videos present five categories of traditional Chinese material cultural elements and six categories of intangible cultural elements, conveying three traditional moral concepts and values. Viewers have diverse concerns about video contents, encompassing both material and intangible cultural elements, as well as other aspects. Their decoding attitudes are complex and varied; in addition to the three positions in Hall_s theory, there are also composite attitudes and more nuanced replies. Based on the findings, it can be concluded that material cultural elements are more easily recognized due to their visual nature, while intangible cultural elements require more interpretation to enhance cross-cultural understanding. The implication of this study is to provide practical operation and theoretical guidance for the use of social media in the spread of traditional Chinese culture abroad. |
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