Research on Cross-cultural Narrative Strategies of Chinese Education Brand on Short Video Platform—Take TikTok as an example

Abstract

In the context of digital transformation, TikTok has become the core media carrier for international Chinese education brands to carry out cross-cultural communication, and overseas Generation Z learners have gradually formed the habit of short video fragmented Chinese learning. Relying on the data of official platforms such as the Center for Sino-foreign Language Exchange and Cooperation of the Ministry of Education and Duolingo, the number of Chinese learners in the world has exceeded 200 million, the total broadcast volume of TikTok # LearnChinese related topics has exceeded 340 million, and the broadcast volume of # 4tones4dance Chinese Tone Challenge has reached 5.8 billion. Short video narrative has become the key path for Chinese education brand to achieve cultural entry. Based on the adjustment logic of international Chinese communication media and communication environment, this study puts forward optimization strategies from four dimensions of narrative subject, narrative content, narrative expression and narrative interaction, aiming at providing theoretical reference and practical scheme for Chinese education brand to break through cross-cultural communication barriers and build a long-term international communication mechanism.