


































Communication, Society and Media 
ISSN 2576-5388 (Print) ISSN 2576-5396 (Online) 

Vol. 8, No. 1, 2025 

www.scholink.org/ojs/index.php/csm 

82 

 

Original Paper 

Research on International Cultural Diffusion Strategies for 

Excellent Chinese Traditional Culture via Short Videos 

Shanshan Zhao
1*

, Ziqian Tang
1
 & Zitong Feng

1
 

1 
Faculty of English Literature and Culture, Guangdong University of Foreign Study, Guangzhou, 

China 

* 
Shanshan Zhao, Faculty of English Literature and Culture, Guangdong University of Foreign Study, 

Guangzhou, China 

 

Received: May 12, 2025        Accepted: May 25, 2025         Online Published: June 10, 2025 

doi:10.22158/csm.v8n1p82                       URL: http://dx.doi.org/10.22158/csm.v8n1p82 

 

Abstract 

Short videos have amassed a substantial overseas user base as a vital channel for Chinese 

international communication. A critical challenge is how to harness short video platforms as 

“amplifiers” to tell China’s stories and spread its voice effectively. This endeavour is essential for the 

transformation and modernization of Chinese international communication strategies, thus establishing 

a unique Chinese framework for global cultural dissemination. This paper conducts a comprehensive 

analysis of the current status and challenges faced by short video content creation and cross-cultural 

communication in China. It proposes tailored communication strategies to enhance understanding of 

Chinese culture among audiences from diverse cultural backgrounds, fostering cultural recognition. 

This study seeks to bridge the gap in understanding between China’s millennia-old traditions and 

international audiences. By drawing on cultural memory and emotional resonance, it aims to promote 

the preservation, development, and revitalization of China’s outstanding traditional culture. 

Keywords 

Chinese excellent traditional culture, international cultural communication, short video, 

communication strategies 

 

1. Introduction 

The Central Committee of the Communist Party of China’s Decision on Deepening Reform and 

Promoting China’s Modernization Drive emphasizes the need to accelerate the construction of a 

discourse and narrative system with Chinese characteristics and comprehensively enhance international 

communication capabilities. At present, the international environment is undergoing profound changes 



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in a century, and the media ecosystem is becoming increasingly intelligent and socialized. Against this 

backdrop, excellent traditional Chinese culture has become a solid foundation for telling Chinese 

stories well and enhancing the effectiveness of international communication. Effectively harnessing 

evolving media technologies to enhance the global reach of China’s traditional culture is a critical 

priority today (He & Jiang, 2024). 

Since the 18th National Congress of the Communist Party of China, the Party Central Committee has 

issued repeated instructions on protecting, inheriting, and disseminating excellent traditional Chinese 

culture. In June 2023, during the symposium on cultural inheritance and development, Chinese 

government stated: ―Continuing to promote cultural prosperity, build a strong cultural country, and 

construct a modern civilization of the Chinese nation at a new scratch line is our new cultural mission 

in the new era‖. This pivotal assertion has made Chinese culture a focal point at home and abroad, 

further highlighting the urgency of promoting Chinese culture ―going global‖. 

With the advancement of globalization, new media has gradually become a key medium for shaping 

national images. Among these, short video platforms have risen rapidly, fueled by advantages like short 

duration, strong interactivity, rapid dissemination, and broad reach. They have gained significant global 

influence. Currently, excellent traditional Chinese culture faces challenges in international 

communication including severe cultural discounts, frequent misunderstandings, lack of specialized 

communication channels, inaccurate content translation and insufficient innovation with monotonous 

forms. Thus, innovations in short video content, production, and platform strategies can help elevate 

the value of excellent traditional Chinese culture, promote China–foreign exchanges, and expand 

China’s international influence. 

 

2. Value Implications of Excellent Traditional Chinese Culture in International Communication 

2.1 Breaking “Western Cultural Centralism” and Enhancing China’s International Discourse Power 

Today, the competition among great powers extends far beyond traditional political, economic, and 

military domains into increasingly complex arenas, where cultural soft power has become a pivotal 

front. For a long time, European and American cultures have dominated global communication orders, 

evolving into the ideology of ―Western cultural centralism‖. Under this dominant narrative, Western 

societies often downplay or ignore ―Chinese values‖, distort ―China’s image‖ and stigmatize China and 

its people. Some countries even label China as an ―anti-modern civilization force‖ (Zhang & Pan, 

2021). Such biased perceptions create obstacles to Chinese culture’s global spread. To break this 

long-standing ―cognitive bias‖, China must take proactive steps to deconstruct outdated cultural 

communication orders and explore new models for disseminating Chinese cultural essence—thus 

building a more diverse and inclusive global cultural landscape. Amid intensifying global political 

rivalries, actively communicating Chinese culture and gaining more initiative in the international 



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discourse system has become a necessary and urgent choice for building a cultural powerhouse. With 

the development of digital technology and media, social platforms tell China’s stories and convey 

Chinese concepts in vivid and interactive ways. It not only enhances China’s cultural influence but also 

strengthens the persuasiveness and appeal of Chinese discourse. 

2.2 Sustaining Excellent Traditional Chinese Culture and Boosting Cultural Confidence 

The enduring vitality of Chinese culture throughout millennia stems fundamentally from its remarkable 

integrative dynamism and inclusive nature. As Fei (1992) articulated, its formation and development 

are characterized by the continuous absorption and harmonious synthesis of diverse elements—from 

disparate geographic regions, various ethnic groups (Han alongside numerous others), and successive 

historical epochs (p. 62). This intricate fusion forged a unique cultural pattern best described as 

―pluralistic unity‖ (多元一体，duoyuan yiti), where distinct components coexist synergistically within a 

cohesive whole. This profound capacity for integration is not mere assimilation but a transformative 

process that imbues Chinese culture with extraordinary resilience and adaptive innovation (Zhang, 

2015). When confronting era-specific challenges—be it philosophical contention during the Hundred 

Schools of Thought, socio-political upheaval, or encounters with foreign civilizations—this inherent 

flexibility allowed the culture to evolve, reinterpret traditions, and maintain its essence while 

incorporating new influences. This dynamic adaptability ensures its ongoing relevance and creativity. 

Consider Confucianism, a central ideology in Chinese history, as an example. Its core values such as 

benevolence, ritual and righteousness not only guide individual behaviors and values but also shape the 

Chinese nation’s distinctive moral and ethical outlooks, deeply rooted in its spiritual heritage. 

Sustaining such a profound heritage necessitates active engagement with contemporary mediums. In an 

age dominated by ubiquitous short video platforms such as Douyin, Kuaishou, lies a potent opportunity 

for innovative cultural transmission. Creatively produced short videos can transform abstract Confucian 

virtues into vivid, relatable narratives—perhaps depicting modern scenarios exemplifying ren 

(compassion) or xin (trustworthiness). This makes profound wisdom accessible and engaging for vast 

audiences, particularly the younger generation. Successfully achieving this fosters a broader social 

environment that reveres traditional values, thereby significantly boosting collective cultural 

confidence. This renewed confidence is indispensable, providing crucial spiritual sustenance and 

ethical grounding for the nation’s ongoing rejuvenation journey, ensuring its cultural identity remains 

vibrant amidst global change. 

 

3. Advantages of Short Videos as a Cultural Communication Medium 

3.1 Real-Time Dissemination and Efficient Diffusion: The Timeliness Advantage of Short Videos 

The global proliferation of new media has fundamentally reshaped information consumption, and 

within this landscape, the unique fondness of short videos presents unprecedented opportunities for the 



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real-time dissemination and efficient diffusion of excellent traditional Chinese culture. Characterized 

by extreme brevity (typically seconds to minutes), diverse thematic potential, and comparatively low 

production barriers, the short video format aligns perfectly with contemporary audiences’ fragmented 

attention spans and preference for instant gratification (Zeng & Wei, 2024). This structural advantage 

enables the swift packaging and release of cultural content, allowing practitioners to respond almost 

instantaneously to events, seasonal festivals, or trending topics with culturally relevant snippets. The 

power of this timeliness is magnified exponentially by sophisticated algorithmic distribution channels 

embedded within dominant platforms like TikTok and Kuaishou. These algorithms prioritize content 

discovery based on user preferences and engagement patterns, facilitating the rapid, widespread 

diffusion of compelling cultural shorts across vast networks within minutes or hours of posting, far 

outpacing traditional media cycles or even long-form digital content. 

The sheer scale of the short video ecosystem in China and globally underpins its efficacy as a cultural 

transmission vehicle. According to the authoritative 55th Statistical Report on Internet Development in 

China (China Internet Network Information Center [CNNIC], 2025), by the end of 2024, China had 

reached 1.108 billion internet users, representing a penetration rate of 78.6%. Crucially, 1.04 billion of 

these individuals were short video users, constituting a staggering 93.9% of the total online population. 

The broader online audiovisual market, encompassing long videos, short videos, live streaming, and 

audio, solidified its massive economic significance by surpassing one trillion yuan in market size 

(CNNIC, 2025), demonstrating the centrality of platforms supporting short-form content. Globally, the 

reach is equally profound. Data from Statista (as cited in We Are Social, 2024) shows that TikTok, the 

international counterpart to Douyin, had amassed over 4.92 billion downloads worldwide by April 2024 

and boasted 1.582 billion monthly active users, securing its position as the fifth most popular social 

platform globally. This unparalleled combined user base and pervasive platform infrastructure provide 

an unprecedented conduit. When culturally rich and engaging short videos are disseminated through 

these channels, leveraging their intrinsic timeliness and algorithmic propulsion, they possess an 

immense capacity to amplify the reach and visibility of traditional Chinese culture, not just 

domestically but across international borders. This efficient, wide-reaching diffusion fosters greater 

accessibility and familiarity with Chinese cultural heritage on a global scale. 

3.2 Cross-Regional Communication and Multicultural Integration: The Global Advantage of Short 

Videos 

The inherently cross-border nature of the internet, coupled with the unique communicative strengths of 

the short video format, creates unparalleled opportunities for overcoming geographical and cultural 

divides to facilitate the global dissemination and integration of excellent traditional Chinese culture. 

Unlike static text or complex historical documentaries, short videos leverage powerful symbolic carriers 

inherent to Chinese civilization, which possess a unique capacity to inspire immediate sensory 



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engagement and spiritual reflection. Crucially, short videos achieve multicultural resonance primarily 

through effective visual storytelling and relatable character portrayals. Visuals often function as a 

―universal language‖ that can bypass linguistic barriers more readily than textual communication. By 

constructing narratives around everyday practices, familial bonds, celebrations, or artistic pursuits deeply 

rooted in Chinese tradition, creators can tap into fundamental human emotions– wonder, nostalgia, 

serenity, or admiration for skill. This non-verbal, emotion-driven communication effectively sparks the 

interest of global audiences unfamiliar with specific cultural contexts, fostering an initial connection that 

transcends overt cultural differences and lays the groundwork for deeper appreciation and understanding. 

The phenomenal international success of creators like Li Ziqi stands as a compelling empirical 

demonstration of this global advantage. Li’s meticulously crafted videos, characterized by their poetic 

originality, cinematic aesthetic quality, and deep immersion in rural Chinese lifestyles such as traditional 

farming, cooking, and handicrafts, deliver immense emotional and aspirational value. By showcasing the 

tranquillity, self-sufficiency, and profound beauty inherent in traditional practices, she constructs an 

appealing vision that resonates powerfully with global audiences experiencing digital saturation and 

modern anxieties. Li Ziqi’s content prompted significant overseas audiences to reassess their perceptions 

of China, transforming simplistic stereotypes into a more objective appreciation of its cultural depth and 

ecological wisdom. Her approach provides a replicable blueprint: focusing on universal human values 

(connection to nature, craftsmanship, family, peace), utilizing highly evocative visual aesthetics, and 

minimizing reliance on overt verbal explanation or cultural didacticism. This model underscores how 

strategically crafted short videos can function as highly effective ―soft power‖ tools. They enable the 

organic integration of specific Chinese cultural elements into the global digital landscape, fostering 

multicultural dialogue and understanding while simultaneously enhancing the global visibility of China’s 

intangible cultural heritage and boosting domestic cultural confidence through international validation. 

3.3 Multi-sensory Synergy: The Immersive Cultural Expression Advantage of Short Videos 

The profound multi-sensory nature of short videos unlocks unparalleled potential for immersive cultural 

expression, uniquely positioning the format as a vital conduit for showcasing the richness and depth of 

traditional Chinese culture. Unlike text or audio alone, short videos integrate visual spectacle, auditory 

richness (music, dialogue, ambient sound), rhythmic editing, and kinetic movement into a cohesive 

sensory experience, closely mirroring embodied human perception (Manovich, 2001). This convergence 

creates an immersive immediacy crucial for presenting China’s intricate cultural heritage—comprising 

diverse elements like calligraphy, traditional painting (国画，guohua), Peking opera (京剧， Jingju), 

martial arts (武术， wushu), tea ceremony (茶道，chadao), porcelain (瓷器，ciqi), and silk (丝绸，

sichou). By strategically selecting and artfully integrating these symbolic cultural carriers, content 

creators can construct a dense, interconnected symbolic network. This network doesn’t merely present 

isolated artefacts; it weaves them into meaningful narratives, embedding them within stories of historical 



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figures, folklore, seasonal rituals, or philosophical concepts. For instance, a video might depict a 

calligrapher (chufa jia) composing poetry (shi) while traditional instruments (guzheng) play and ink 

paintings hang nearby, thereby layering multiple symbolic practices into a single, resonant tableau. 

This systematic symbolic integration, facilitated by the short video’s audiovisual capabilities, serves a 

critical function in cross-cultural comprehension. Symbolic narrative, as a communication tool, 

effectively transcends linguistic specifics and regional cognitive frameworks. The simultaneous 

presentation of visual symbols (the flowing lines of calligraphy), auditory cues (the distinct melodies of 

Peking opera percussion), tactile suggestions (the texture of silk depicted in close-up), and narrative 

context (a story about a Ming dynasty artisan) engages audiences on multiple cognitive levels. This 

sensory synergy activates what Paivio’s (1986) dual-coding theory describes as complementary verbal 

and non-verbal mental representations, reinforcing memory and understanding. Foreign audiences might 

not grasp the specific historical context of a qinghua porcelain vase immediately, but experiencing it 

visually alongside the sounds of its creation, contextualized within a narrative about craftsmanship and 

aesthetic philosophy, fosters a gradual, holistic assimilation of its cultural significance. This 

multi-dimensional exposure helps demystify complex traditions, moving beyond superficial exoticism 

towards genuine appreciation, thereby shaping perceptions of China as a culture characterized by 

approachability (embodied in relatable stories/daily practices), profound respectability (through 

showcasing mastery and philosophical depth), and credibility (rooted in authentic representation and 

enduring vitality). The immersive power of the medium turns abstract ―culture‖ into tangible, resonant 

experiences. 

 

4. Current Status of Traditional Culture Short Videos: Creation and International 

Communication 

4.1 Severe Cultural Discount Phenomenon: Recurrent Cultural Misinterpretations 

Due to cultural differences, excellent traditional Chinese culture often faces cultural discount 

phenomenon in cross-cultural communication (information loss or misunderstanding). First, many 

concepts and expressions in traditional Chinese culture (e.g., idioms, ancient poetry) lose their original 

artistic conception and atmosphere when translated. Second, many cultural symbols and images in 

Chinese tradition have specific connotations. However, due to cultural differences, value conflicts, and 

lack of background knowledge, foreign audiences struggle to understand traditional festivals, customs, 

and moral concepts. For example, Disney’s Mulan rewrote the original ―filial piety and loyalty‖ core as a 

―pursuit of personal value‖ (a Western narrative), undermining Confucian ethics’ cultural foundation 

(Pan & Dong, 2023). This dual deviation (from symbolic expression to value core) creates cognitive gaps 

in cross-cultural communication. 

 



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4.2 Lack of Specialized Media and Inaccurate Content Translation 

At present, short videos have a large overseas user base but lack in-depth cooperation with international 

media and cultural institutions, limiting global influence. Additionally, inaccurate or lively language 

translation in foreign-language short videos directly affects communication effectiveness. For example, 

in the documentary The Poetic World of Li Bai, the line ―仰天大笑出门去‖ (yangtian daxiao chumen qu) 

was literally translated as ―I laugh loudly and go out‖—stripping away the poet’s spiritual awakening 

from bureaucratic constraints. Such reductive cultural decoding lies at the root of why ―China’s 

narratives‖ stagnate at the level of superficial spectacle. 

4.3 Insufficient Innovation and Monotonous Forms 

In the current context, foreign-language short videos on Chinese traditional culture often fall into the dual 

trap of symbolic and rigid forms (Gong, 2023). Their focus on classic elements—martial arts, calligraphy, 

Peking opera, and ancient texts—often results in homogenized content and uninspired presentations. 

This superficial approach neglects deeper cultural meanings and historical narratives, leading to aesthetic 

fatigue and diminished engagement. Some short videos still use traditional documentary or interview 

formats, lacking innovation and fun, making them unattractive to young people. For example, the BBC 

documentary The Story of China uses a linear narrative to interpret Confucianism, focusing on static 

artifacts and scholarly commentary. Some overseas audiences noted that while content is rigorous, the 

slow narrative pace struggles to adapt to short video viewing habits. 

 

5. Strategies for International Communication of Excellent Traditional Chinese Culture via Short 

Videos 

5.1 Strengthen Content Innovation and Deeply Explore the Cultural Core 

To effectively leverage short videos for transmitting traditional Chinese culture globally, prioritizing 

substantive content innovation is paramount. This necessitates actively countering tendencies towards 

symbolic simplification and thematic monotony–such as reducing rich traditions to mere aesthetic 

snippets devoid of context. Overcoming this requires methodological rigor beginning with 

comprehensive audience research. Drawing on cultural anthropology frameworks (Hofstede et al., 2010), 

practitioners must deeply analyze the socio-cultural backgrounds, media consumption habits, and 

cognitive preferences of specific target demographics. For instance, content aimed at Southeast Asian 

youth might foreground shared Confucian values through modernized musical narratives, while videos 

targeting European audiences could emphasize universal philosophical concepts like harmony (和，he) 

using relatable visual metaphors. This granular understanding enables the creation of premium, resonant 

content that authentically bridges cultural distance. 

Fundamental to this innovation is a profound engagement with the cultural material itself. Rather than 

superficial displays (e.g., showcasing porcelain without explaining its technological and aesthetic 



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evolution), creators must invest in interpretative depth that unpacks historical layers, contextual 

meanings, and enduring spiritual values underpinning practices (UNESCO, 2003 Convention Art. 2). A 

short video on Kunqu opera (昆曲， Kunqu), for instance, should transcend costume and melody to 

explore its literary sophistication as were xiqu (文人戏曲， literati theatre) and its embodiment of 

Ming-Qing literati ideals. Artistic expression then becomes the vehicle for conveying this substance, 

demanding linguistic precision and contextual adaptation. This involves moving beyond rigid literal 

translations to employ idiomatic, audience-appropriate language—explaining 知足常乐 (zhi zu chang 

le) not merely as ―contentment brings happiness‖ but contextualizing it within Daoist wu-wei (无为) 

philosophy or agrarian life-worlds. Furthermore, innovative multimedia integration is crucial. Merging 

traditional art forms such as shadow puppetry, and playing with modern techniques—like 3D animation 

recreating mythological scenes, augmented reality overlays explaining Han Dynasty bronze motifs, or 

spatial audio simulating temple rituals—transforms abstract heritage into sensorial vivid, emotionally 

compelling experiences. This synergy doesn’t just illustrate tradition; it demystifies and 

re-contextualizes it, enhancing comprehension and engagement. Ultimately, content rooted in deep 

cultural excavation and expressed through innovative, audience-aware multimedia yields not just views, 

but meaningful cross-cultural resonance and sustained impact. 

5.2 Leverage Social Media Platforms and Seize Communication Initiative 

To maximize the global reach of excellent traditional Chinese culture through short videos, proactively 

harnessing the infrastructure and dynamics of dominant social media platforms is essential for 

maintaining persistent visibility and shaping coherent narratives. As highlighted by van Dijck et al. 

(2018), platforms like YouTube, TikTok, Instagram, and Facebook operate as ―algorithmically governed 

attention economies‖ (p. 31), where visibility depends on strategic content adaptation to 

platform-specific logics. Chinese cultural promoters must move beyond sporadic posting to implement 

systematic channel operations, including algorithm-optimized publishing schedules tailored to overseas 

audiences’ peak engagement times and consistent thematic branding across campaigns (Zhao & Belk, 

2021). This requires strengthening video script architecture–ensuring narrative clarity within tight 

time-frames through compelling hooks, logical progression (e.g., problem-solution frameworks), and 

culturally resonant conclusions. Only through such structured, high-frequency content dissemination can 

practitioners establish continuous cultural touch-points, gradually fostering familiarity and countering 

fragmentation inherent to digital spaces. This sustained presence transforms isolated cultural artifacts 

into a cohesive, recognizable digital tapestry that effectively circulates China’s spiritual and aesthetic 

essence globally. 

Crucially, leveraging foreign creators as credible ―cultural intermediaries‖ amplifies impact and disrupts 

entrenched stereotypes. Influencers with established global follower-ship offer authenticity and 

relatability often lacking in official channels. Their organic China-themed content—ranging from 



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culinary explorations and architectural marvels to participation in local festivals—generates immense 

virality and trust precisely because it bypasses perceived state narratives, presenting lived experiences 

over didactic messaging. For instance, during the 2024 surge in international tourism catalyzed by 

China’s 144-hour visa-free transit policy, foreign visitors flooded platforms like TikTok and YouTube 

with spontaneously created shorts. These videos showcased vibrant street markets in Chengdu, 

breathtaking landscapes in Zhangjiajie, and intimate encounters with traditional craftspeople, 

accumulating billions of views. This organic, user-generated wave constituted a powerful 

counter-narrative to concurrent ―de-globalization‖ rhetoric and Western media distortions, revealing a 

dynamically modern yet culturally rooted China. It demonstrates how strategically encouraging and 

amplifying such content (e.g., via hashtag campaigns like #ChinaUnfiltered or creator partnership 

programs) empowers international audiences to actively reconstruct their perceptions of China through 

firsthand digital ―experiences‖, thereby reclaiming communication agency and substantially advancing 

cultural influence beyond traditional diplomatic channels. 

5.3 Focus on Audience Analysis and Precisely Target Groups 

Effective global dissemination of traditional Chinese culture via short videos necessitates a data-driven, 

micro-segmented approach to audience analysis, transcending broad demographic categorizations to 

identify granular cultural affinities and consumption triggers. For successful cross-cultural 

communication, utilizing symbols, stories, or values that resonate with local preferences is crucial. 

Rigorous market research must therefore capture regional heterogeneity: while European audiences may 

respond to philosophical explorations of Daoist harmony (道，Dao) presented through landscape 

cinematography, Southeast Asian viewers might engage more deeply with familial ethics (孝，xiao) 

depicted in contemporary family stories (Chen, 2024). This demands developing multidimensional 

audience profiles that integrate quantitative metrics (content consumption duration, sharing frequency) 

with qualitative insights (cultural curiosity drivers, perceived relevance of traditions) across segmented 

cohorts like ―US Gen Z gamers interested in mythology‖ or ―Latin American eco-conscious travelers‖. 

Precision targeting relies on translating these insights into hyper-localized content strategies. For 

instance, creators targeting Japanese audiences might leverage shared Buddhist heritage through videos 

on Dunhuang murals (Dunhuang bihua) contextualized within Sino-Japanese artistic exchange. This 

localization minimizes cultural discount effects while maximizing psychological proximity. 

Technologically, leveraging AI-driven platform algorithms is indispensable. Systems like TikTok’s 

recommendation engine analyze user interest graphs (e.g., interactions with related hashtags like 

#ChineseCalligraphy or #ZenGardens) and behavioral data (completion rates, re-watches) to identify 

receptive micro-segments. Finally, live-streaming serves as a dynamic engagement multiplier. Hosting 

sessions with scholars explaining The Analects (论语，Lunyu) or artisans demonstrating cloisonné 

(jingtailan) enables real-time Q&A and co-created meaning-making. These participatory exchanges 



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foster a sense of ownership and community—viewers transition from passive consumers to active 

cultural participants, strengthening long-term affinity and brand loyalty to Chinese cultural narratives in 

a crowded digital landscape. 

5.4 Strengthen Professional Talent Training and Enhance Communication Efficiency 

The global effectiveness of disseminating traditional Chinese culture through short videos hinges 

critically on developing specialized, interdisciplinary talent equipped with both technical proficiency and 

deep cultural-literacy. Educational institutions and cultural agencies must collaborate to design rigorous 

curricula that bridge creative production and strategic communication, thus training more professionals 

with hands-on experience, supporting industry sustainability. Core modules should encompass: cultural 

content curation, technical production: advanced instruction in cinematography, algorithmic platform 

literacy, data analytics etc., which should be based on a strong support from big internet platforms like 

Tiktok, Kuaishou to meet with evolving market needs. 

Globalization also demands an enhancement on intercultural communication talent 

quality—strengthening language skills, cross-cultural communication, and media literacy. Mainstream 

media are responsible for training professionals for effective international communication, ensuring 

China’s voice is heard on the global stage. For example, CGTN’s ―Digital Heritage Ambassadors‖ 

cultivate bilingual producer-hosts who narrate Xi’an terracotta warriors restoration livestreams while 

fielding real-time multilingual Q&A. Such initiatives directly enhance content credibility, dismantling 

misinterpretations through transparency and expertise. Meanwhile, Mainstream media should cultivate 

high-quality intercultural teams, using high-quality content to eliminate foreign misunderstandings of 

Chinese culture, promoting exchanges, and enhancing international influence. 

 

6. Conclusion 

From the perspective of intercultural communication theory, cultural information transmission is 

complex, involving integration, contradictions, conflicts, and solutions among social members from 

different backgrounds. In short video creation and communication, creators must deeply understand 

target audiences’ cultural backgrounds to accurately encode culture, ensuring content crosses cultural 

barriers. In addition, creators should use cultural memory and emotional resonance to bridge the 

psychological gap between time-honored Chinese culture and foreign audiences—achieving a ―soft 

landing‖ for excellent traditional Chinese culture in global communication. 

In summary, new media tools (represented by short videos) open unprecedented opportunities for 

international communication of excellent traditional Chinese culture. This is not only a response to the 

modern cultural mission of the new era but also a necessary path to national cultural rejuvenation. 

Through new media, excellent traditional Chinese culture rejuvenates globally, showcasing its unique 

charm and profound heritage. 



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Funding 

A Study on the Dissemination and Reception of the Discourse on a Community with a Shared Future 

for Mankind Along the Belt and Road Initiative (Project Code: GD21WZX01-01) 

 

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