Communications in Humanities Research ISSN: 2753-7072
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Research Article

From “TikTok Note Me” to the Communication of Traditional Culture: Cultural Negotiation and Value Reconstruction under the Logic of Entertainment

Xu WangInstitute for Research on Portuguese-Speaking Countries, City University of Macau, Macau, China Ruicheng YanNational Institute of Cultural Development, Wuhan University, Wuhan, China*

* Corresponding author: [email protected]

Abstract

Taking the phenomenon of "TikTok Note Me" as a point of entry, this study examines the viability of traditional culture within the short video ecosystem and the process of its value reconstruction. Combining literature review with specific case analysis, this paper investigates how communication subjects adjust their behavioral patterns and cultural expression strategies under the dual regulation of algorithmic recommendation mechanisms and media logic. The analysis reveals that short video platforms drive the communication of traditional culture toward significant entertainment-oriented and individualized characteristics. Driven by the "laws of traffic," cultural values are undergoing a dynamic cycle of deconstruction and reorganization. Communicators must not only cater to the aesthetic preferences of the audience but also strive to maintain the core of the culture, thereby adapting to living inheritance within this new logic and field. By interpreting the tension between platform media logic and traditional cultural values, this study reveals the evolutionary trajectory of cultural communication mechanisms in the context of short videos, providing a theoretical perspective and realistic reference with greater explanatory power for understanding cultural communication practices in the new media era.

Keywords: TikTok; Traditional Culture; Cultural Communication; Value Reconstruction
Published: May 23, 2025
DOI: 10.54254/2753-7064/2025.23308
Volume: CHR Vol.60
pp. 199-204
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