Exploring the relationships between cultural content and viewers' watching interest: A study of tiktok videos produced by Chinese ethnic minority groups

Abstract

This research aims to create a framework for ethnic minority groups (EMG) in building visual and aural short video content on social media platforms (SMPs). As the concept of urbanisation prevails in China, both the younger major group and EMG generations gradually accept the modern culture, which results in some traditional culture are faced with the danger of disappearance. In order to protect and spread EMG culture, this paper focuses on the short video created by EMG video producers on the TikTok platform. Through the classification of EMG videos content on the platform, it analyses what kinds of cultural content are effective in attracting viewers' watching interest. Using 1007 EMG videos as base data, the paper applies the covariance analysis method to present the relationships between cultural short video content and viewers' watching interest. Based on the comparisons among the results of different EMGs, the findings can guide EMG video producers to improve their visual content, contributing to EMG cultural protection and cultural diversity.