"Hearing" Chinese Stories: Sensory Translation of Traditional Culture in ASMR Videos : A Case Study of YouTube Creator Tingting
Abstract
In the environment of the digital platform, the global dissemination of Chinese culture is slowly shifting from the way of "telling stories" to the way of focusing more on the senses and personal experience. In this study, we analysed the ASMR video made by a creator named Tingting on YouTube to explore how such autonomous emotional meridian reaction videos participate in the cross-cultural communication of traditional Chinese culture. In the research, we used the method of quantitative content analysis, and also combined the observation of the content of the comment area. The purpose is to find out how sensory media reshapes the cultural meaning, and what its dissemination path and mechanism are. Judging from the results, ASMR video mainly relies on a sensory translation path: transforming those cultural elements of high context into low-contend directly felt stimulation. The transmission of culture is more through specific sounds and operation processes than through clear explanations. Statistics also show that this practice-based sensory presentation is positively related to the interactive indicators of views, likes and comments on the platform. Based on these findings, we put forward a circular translation mechanism of "dilution-re-concentration": cultural meaning is first diluted by sensory compression, and then re-constructed in practical experience and audience interpretation. In general, this study allows us to see more clearly how sensory media plays a role in cross-cultural communication on digital platforms, and also provides a new way of thinking for us to better disseminate traditional Chinese culture.
References
- Nye, J. S. (2004). Soft power: The means to success in world politics. PublicAffairs.
- Rahman, S. (2020). China's soft power and public diplomacy: The role of culture. Studia Ceranea, 10, 57–72. https: //doi.org/10.2478/scr-2019-0003
- Dai, X., & Cheng, E. W. (2022). The dynamics of China's international cultural communication in the digital era. Chinese Political Science Review, 7(3), 389–408. https: //doi.org/10.1007/s40636-022-00254-4
- Xu, J., & Li, C. (2025). Toward the "Global South": Cultural outreach and the enhancement of international communication effectiveness. Academic Forum, 48(1), 138–148. https: //doi.org/10.16524/j.45-1002.2025.01.002
- Bislev, A., & Li, X. (2014). Conceptualizing the cultural and political implications of China's soft power. Chinese Political Science Review, 1(2), 173–190. https: //doi.org/10.1007/s40636-014-0002-x
- Hu, Z., & Xiao, J. (2020). Cultural translation in a mediatized society and its theoretical significance. International Journalism, 42(6), 6–24. https: //doi.org/10.13495/j.cnki.cjjc.2020.06.001
- Hepp, A. (2013). Cultures of mediatization. Polity Press.
- Smith, J., et al. (2019). ASMR, affect and digitally-mediated intimacy. Emotion, Space and Society. https: //doi.org/10.1016/j.emospa.2018.11.002
- Zhang, J., Li, J., Ke, B., & Hao, C. (2025). Interpreting new sleep-aid practices in the social media era from visual and auditory perspectives: A case study of role-play ASMR videos. Science and Technology Communication, 17(3), 28–43. https: //doi.org/10.16607/j.cnki.1674-6708.2025.03.019
- Geertz, C. (1973). Thick description: Toward an interpretive theory of culture. In C. Geertz, The interpretation of cultures (pp. 3–30). New York, NY: Basic Books.