New Media and Chinese Cultural Identity among Southeast Asian International Students: A Case Study of Short Video Platforms

Abstract

This study investigates how new media, represented by short video platforms, influences Southeast Asian international students' cultural identity toward China. Employing a mixed-methods approach combining in-depth interviews, short video content analysis, and surveys, it systematically examines their processes of encountering, interpreting, and internalizing Chinese cultural content. Results indicate that short video platforms significantly enhance students' recognition of and emotional connection to Chinese cultural symbols through highly immersive, fragmented, and interactive content delivery. Platform algorithms and social interaction mechanisms simultaneously reinforce cultural identity construction while potentially leading to fragmented cultural understanding. The conclusion highlights that short video platforms exert dual effects in promoting cross-cultural dissemination and identity formation of Chinese culture, with their mechanisms moderated by content quality, user engagement, and cultural context. Future practices should prioritize content ecosystem development and cross-cultural guidance to foster deeper and more diverse cultural identity cultivation.