Cross-cultural strategies for adapting Chinese culture on overseas social media platforms
Shaozhe Guo
Media Studies, Faculty of Arts and Social Sciences, University of Malaya
Jinshuai Wang
Media Studies, Faculty of Arts and Social Sciences, University of Malaya
DOI: https://doi.org/10.59429/pmcs.v7i3.11571
Keywords: Chinese culture; Cross-cultural communication; Social media adaptation; Intercultural strategy; Cultural export; Digital diplomacy
Abstract
With the increasing intensity of global digital communication, the representation of Chinese culture on overseas social media platforms has emerged as a pivotal area for fostering intercultural exchange. This particular study delves into the cross-cultural strategies that are utilized to modify and adapt Chinese cultural content to resonate with international audiences on social media platforms such as YouTube, Instagram, and TikTok. The research is grounded in Hofstede’s cultural dimensions and Hall’s high-context/low-context theory, which provide a framework for understanding how content creators, institutions, and influencers adeptly tailor Chinese cultural narratives—spanning traditional arts, festive celebrations, and core values—to enhance their reception and engagement within a multitude of cultural contexts. Employing a mixed-methods approach, the study conducts a content analysis of 120 culturally themed social media posts and conducts in-depth interviews with 15 bilingual content strategists. This comprehensive methodology uncovers three dominant strategies: cultural reframing, semiotic bridging, and narrative localization. The results indicate that effective adaptation hinges not on the dilution of content, but on the art of creative intercultural translation that harmoniously balances authenticity with audience appeal. This study not only contributes to the field of digital intercultural communication literature but also provides valuable practical insights for public diplomacy initiatives, cultural export endeavors, and strategies for global branding.
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