Digital Celebrities as Grassroots Diplomats: A Case Study of "Ruige" in China's International Communication
Abstract
In addition to official public diplomats, grassroots communicators on social media also influence modern digital diplomacy. This research considers how digital celebrities can act as grassroots diplomats in China's global communication practice based on a case study of "Ruige", a well-known Chinese content creator who has earned the nickname the "Chinese Trump" for posting cross-cultural videos that have generated significant international interest. The study considers the concept of digital celebrities as grassroots diplomats within intercultural public diplomacy, para-diplomacy, and source credibility theory. Therefore, a qualitative approach is adopted in the study, and it is designed using a single-case study methodology. Data are drawn from Ruige's five most-watched YouTube videos and several videos chosen using the constructed week method. This selection aims to observe changes in narrative strategies across a complete communication cycle. The findings suggest that he establishes his identity as a grassroots diplomat through the construction of his image as an ordinary Chinese person, platform-specific authenticity, humor and performance, and cultural references.
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