Communications in Humanities Research ISSN: 2753-7072
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Research Article

How Short-Form Video Narratives Enable the Diffusion of Local Sports Culture: A Comparative Study of the Spread of Jiangsu “Suchao” and Guizhou “Cunchao” on TikTok

Chen YangUniversiti Putra Malaysia*

* Corresponding author: [email protected]

Abstract

This study takes the short video dissemination of Jiangsu “Suchao” and Guizhou “Cunchao” as the case study on the TikTok Platform. This study was based on Fisher's narrative paradigm theory and relied on textual analysis. Thus systematically comparing the short video narrative frameworks of the two cases and their “circle-breaking” effect in international dissemination. This study focuses on the core dimensions of narrative subject, structure, and symbol system. Aiming to explore the impact of narrative differences on audience communication and mobilization effects, and explore the ways to optimize the international dissemination of local culture. The results show that "Cunchao" presents the characteristics of a decentralized narrative of pluralism and co-creation.Meanwhile it takes rural life as the core content, and arouses widespread cross-cultural resonance through life-like scenes and universal emotional symbols; “Suchao” focuses on professional and centralized narratives. It focuses on the competition event itself and builds a deep local identity with professional content and cohesive emotions. Research finds that the key to international dissemination of local cultural IPs lies in possessing "dual encoding" capability. It is necessary to balance the local "deep narrative" that condenses internal identity and balance the "breadth narrative" of common human emotions that connect international audiences. Based on this, this study proposes the strategy of combining "narrative translation" and "multiple narratives" to provide theoretical reference and practical implications for the international dissemination of Chinese sports culture.

Keywords: short video narrative; cross-cultural communication; narrative paradigm theory; Jiangsu "Suchao"; Guizhou "Cunchao"
Published: January 26, 2026
DOI: 10.54254/2753-7064/2026.HT31502
Volume: CHR Vol.102
pp. 8-15
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