Research on the Effect of Cross-Cultural Communication of Chinese Culture on YouTube Evidence from Hanfu

Abstract

With the increasing globalization and cultural exchange, the scale of Chinese cultural dissemination on foreign social media has expanded significantly. This result examines the dissemination of Chinese culture on international social media platforms, using the spread of Hanfu, traditional Chinese clothing, on YouTube as a case study. The research employs a combination of case studies and content analysis to examine the communication effect of Hanfu on YouTube through the analysis of video content, viewing volume, comments, and other data. The result found that 1) The dissemination of Hanfu on YouTube has advantages and disadvantages, and 2) Audiences can be found in Hanfu videos of different types and styles, with significant differentiation. 3) The dissemination has diversity, but the concentration trend is evident, and the popular video source is personal accounts. 4) Audience engagement is relatively positive but low overall audience participation. This result provides valuable insights for promoting and inheriting Chinese culture on international social media platforms.