Cultural memory in the digital sphere: reproducing and localising American sitcoms on RedNote

Abstract

Introduction. Social media are crucial sites for cross-cultural communication and memory construction. On the Chinese social media platform RedNote (Xiaohongshu), vibrant discussions about classic American sitcoms create a unique space for cross-cultural memory. We examine how Chinese fans reproduce and localise these sitcoms, transforming them from imported media into culturally resonant resources. Method. Drawing on digital ethnography and semi-structured interviews, we investigate how fans reshape the cultural memory of these shows and contribute to their localisation. Analysis. Through thematic analysis, we reveal a four-dimensional framework of these memory practices: memory as a toolbox, as play, as identity, and as critique. Results. Our findings show a dynamic progression of fan engagement. Fans initially approach the sitcoms utilitarianly, applying content to their daily lives. This evolves into playful and creative localisation, ultimately culminating in a deep integration of the shows with their personal identities, fostering critical reflection. Conclusion(s). We argue that, far from being passive consumers, Chinese fans actively rework American sitcoms into a versatile collection of cultural resources. Ultimately, it underscores the agency, practicality, and creativity that characterize cross-cultural memory practices in the digital age.