Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Online Virality Logic and Cultural Characteristics of Changle Youshen Folklore in the New Media Context: A Case Study of Douyin During the 2024-2026 Spring Festivals

Shuyuan ZhangConcord University College Fujian Normal University*

* Corresponding author: [email protected]

Abstract

The short-video platform is becoming an important carrier for disseminating traditional folk customs. Fujian's Changle Youshen, a folk-belief custom with distinct regional characteristics, achieved phenomenal popularity on the Douyin platform across three consecutive Spring Festivals from 2024 to 2026. Grounded in the new media context, this study takes the communication practice of Changle Youshen on Douyin during this period as a case, adopts an interpretivist paradigm, and integrates text analysis, case study and semi-structured interviews (13 interviewees covering five groups: performers, villagers, creators, and online and offline audiences) to build an integrated analytical framework of "folk origin-media characteristics-virality logic". It analyzes the intrinsic motives of the sustained popularity, distills the cultural characteristics derived in the new media context, and evaluates the two-way impact of communication on folk inheritance. The study finds that, first, the communication content, form and audience feedback evolve iteratively year by year; second, the platform algorithm, scarce visual symbols and the audience's nostalgic and leisure needs work together to form a closed loop of popularity; and third, short videos drive Youshen toward symbolic entertainmentization, commercialization and audience popularization. While broadening dissemination and supporting living inheritance and local cultural tourism, they also bring hidden concerns such as the erosion of ritual authenticity and content homogenization. The study provides a theoretical reference and a practical path for regional niche folklore to achieve long-term inheritance and effective breakout by relying on short videos.

Keywords: Changle Youshen; Douyin; new media communication; folk culture; virality logic
Published: July 22, 2026
DOI: 10.54254/2753-7064/2026.HT35499
Volume: CHR Vol.113
pp. 123-129
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