Research on the Communication Strategy of Chinese Traditional Culture on TikTok Platform in the Context of Globalisation
Abstract
Taking the TikTok platform as an example, this paper explores the international dissemination of Chinese traditional culture in the context of globalisation. The results of the study show that TikTok provides new opportunities for the dissemination of traditional Chinese culture in terms of diversified content forms, precise algorithmic recommendations and user interactivity, enabling cultural elements to quickly enter the international perspective. However, at the same time, this study also finds that there are three main problems in the dissemination process: first, the content form tends to be superficial, and the deep logic and spiritual connotation of traditional culture is easily weakened; second, the algorithmic mechanism leads to "traffic orientation" and "information cocoon", which is not conducive to the sustainability of in-depth cultural content. Secondly, the algorithmic mechanism leads to "traffic orientation" and "information cocoon", which is not conducive to the sustainable dissemination of in-depth cultural content; and the "cultural trust deficit" occurs in cross-cultural contexts, which affects the acceptance of the audience. To address these problems, the study proposes optimisation paths, including: enriching content expression and exploring cultural connotations; incorporating cultural education and value factors into the recommendation mechanism; and enhancing cross-cultural identity through empathetic communication and international cooperation. Ultimately, this paper emphasises that the value of TikTok in cultural communication lies not only in enhancing visibility, but also in promoting cross-civilisation understanding and resonance, providing a new reference for the international communication and soft power construction of Chinese culture.
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