ArticleOpen Access http://dx.doi.org/10.26855/jhass.2025.09.007
A New Mode of Traditional Chinese Culture’s Dissemination—Taking Li Ziqi as an Example
Baike Wu
Digital Media Department, Geely University of China, Chengdu 641423, Sichuan, China.
*Corresponding author: Baike Wu
Published: October 13, 2025
Abstract
This paper takes Li Ziqi’s videos as a typical case to explore the successful experience in cross-cultural communication. As one of the most popular and famous Chinese YouTubers on Western social media platforms, the ways and methods she employed to integrate traditional Chinese culture with new media technologies are of great significance for reference. The research adopts Harold Lasswell’s 5Ws communication model for analysis. In terms of “Who”, “Says What”, “In Which Channel”, “To Whom”, and “With What Effect”, I analyzed Li Ziqi’s YouTube channel account statistically and systematically, including the average numbers of the account’s views, likes, and some annual data. Moreover, this article used high-frequency word analysis of comments (via TF-IDF) to explore Li Ziqi’s way to spread Chinese traditional culture, indicating high audience acceptance and successful cross-cultural communication. This paper not only analyzed the uniqueness of Li Ziqi’s communication mode but also found a new communication pattern for traditional Chinese culture within the current digital media era.
Keyword
Cultural Communication; Digital Media; Li Ziqi
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Copyright
© 2025 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
https://creativecommons.org/licenses/by-nc-nd/4.0/
How to cite this paper
A New Mode of Traditional Chinese Culture’s Dissemination—Taking Li Ziqi as an Example
How to cite this paper: Baike Wu. (2025) A New Mode of Traditional Chinese Culture’s Dissemination—Taking Li Ziqi as an Example. Journal of Humanities, Arts and Social Science, 9(9), 1730-1735.
DOI: http://dx.doi.org/10.26855/jhass.2025.09.007