Mass Communication Mechanisms, Expression Shifts, and Public Perception of Dong Culture in the New Media Era: An Exploratory Study Based on Rednote
Abstract
Dong culture is an important part of China's traditional ethnic minority culture. It has been passed down from community to community, and its dissemination has been constrained by geography and available media. Short video platforms, social media and live streaming have changed the way Dong culture enters mass communication. From the perspective of new media communication and the problems that follow, the paper analyzes the joint efforts of platforms, algorithmic recommendation and user participation in bringing Dong culture to wider audiences. To examine the Effectiveness of Communication in Fostering Understanding, the paper further builds on an empirical study of a popular-science account on Rednote to classify users' spontaneous comments by the accuracy of the understanding they express. The results show that digital transformation and visual presentation enable Dong culture to transcend geographical boundaries. Still, wider reach does not mean understanding: A small number of user comments show a basic understanding of Dong cultural elements, as well as a vague understanding of the ethnic and regional context, and some users request more in-depth historical and anthropological content. The logic of platform traffic and short-video formats tends to simplify and symbolize the expression of culture.
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