Video-streamed Intangible Cultural Heritage, Ethnic Perceptions, and Cross-cultural Competence in China


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DOI:

https://doi.org/10.29333/ejecs/2106

Keywords:

Cross-cultural competence, intangible cultural heritage (ICH), video streaming, ethnic minorities, cultural attitudes

Abstract

The aim of the present study was to investigate the capacity of video-streamed content related to intangible cultural heritage (ICH) associated with Chinese ethnic minorities to enhance cross-cultural competence and perceptions about ethnic minority communities among users from China’s ethnic majority. Moreover, the research examined how users’ motivations and demographic factors moderate these relations. Utilizing a quantitative online questionnaire to examine video-streaming users in China, the research employed linear regression and hierarchical regression analyses to test these relationships. The findings indicated that cross-cultural attitudes and skills served as positive predictors of participants’ affinity for ethnic minorities, suggesting more favorable cross-cultural attitudes and skills led to more liking of ethnic minorities. However, these factors did not forecast stereotypical perceptions of ethnic minorities. Notably, cross-cultural knowledge was found to have no predictive capability regarding either affinity or stereotypical perceptions. Furthermore, user motivations to use live-streamed ICH content, specifically amotivation and regulation, were found to significantly moderate the connections between cross-cultural competence and attitudes toward ethnic minorities. In other words, participants who perceived the benefits of using live-streamed ICH content contributed to the relationships. These findings provide substantial insight into the complex interrelationship between digital media use, cross-cultural competence, and interethnic attitudes in China’s context. The study highlights the ability of video-streamed ICH content to foster positive interethnic relations while unpacking subtle influences of user motivation in the process. The findings presented here may guide the development of approaches aimed at utilizing digital platforms to enhance cultural comprehension and mitigate stereotypes within multicultural communities internationally, thus enriching the overarching discussion regarding the influence of digital media on the formation of cross-cultural perceptions and interactions.

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Author Biographies

Lan Ge

Miss Lan Ge holds a MA.Sc degree in political communications from the University of Amsterdam. Her research interests include political communication, propaganda and discourse, cultural studies, and game studies.

Filippo Gilardi

Dr Filippo Gilardi is an Associate Professor in Creative Industries and Transmedia, the Head of the School of International Communications and the Director of the Institute of Asia and Pacific Studies (IAPS) at the University of Nottingham's China campus. His research interests focus on media convergence, copyright protection and the development of global digital platforms.

Thomas William Whyke, University of Nottingham Ningbo China; School of International Communications

Dr Thomas William Whyke is an Assistant Professor at the University of Nottingham Ningbo China. He serves on the editorial board of Sexuality and Culture, and is an Associate Editor for the journal Society and Animals. His research has appeared in journals such as Journal of Homosexuality, Feminist Media Studies, Creative Industries Journal, Animation: An Interdisciplinary Journal, Society and Animals, and Global Media and China.

Kenneth C. C. Yang

Dr Kenneth C.C. Yang is a Professor in the Department of Communication at the University of Texas at El Paso, USA. His research focuses on new media, cross-cultural consumer behavior, and Asia studies. He has edited or co-edited three books, Asia.com: Asia Encounters the Internet (Routledge, 2003), Multi-Platform Advertising Strategies in the Global Marketplace (IGI Global, 2018), and Cases on Immersive Virtual Reality Techniques (IGI Global, 2019). His works have been published in Cyberpsychology, Journal of Strategic Communication, International Journal of Consumer Marketing, Intercultural Communication Studies, Journal of Marketing Communication, and Telematics and Informatics.

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2024-11-06

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Ge, L. ., Gilardi, F. ., Thomas William Whyke, & Yang, K. C. C. . (2024). Video-streamed Intangible Cultural Heritage, Ethnic Perceptions, and Cross-cultural Competence in China. Journal of Ethnic and Cultural Studies, 11(4), 97–123. https://doi.org/10.29333/ejecs/2106

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Original Manuscript
Received 2024-04-26
Accepted 2024-10-08
Published 2024-11-06