Research On The Cross-Cultural Communication Of TikTok Hanfu Short Videos In Southeast Asia

At present,China is actively exploring the external communication path of Chinese excellent traditional culture,and continuously transmitting China’s voice to the world through China culture.Hanfu not only contains the beauty of oriental classicism,but also the precipitation of Chinese culture for thousands of years and is an indispensable and important part of Chinese culture building.Short video,as a new media,has promoted the spread of Hanfu culture to the outside world.As a rising star,Tik Tok platform has rapidly occupied the Southeast Asian market.At the same time,influenced by geographical culture,users in Southeast Asia have a high acceptance of Hanfu,and Hanfu culture has further spread and spread in Southeast Asia through Tik Tok Hanfu short videos.Under this background,this paper chooses to study the cross-cultural communication of Tik Tok Hanfu short videos in Southeast Asia.This paper takes Tik Tok Hanfu short videos and their comments as the research object,and comprehensively uses the research methods of text analysis and structured interviews to make a comprehensive and detailed investigation on the cross-cultural communication effect of Tik Tok Hanfu short videos in Southeast Asia and the overall acceptance of Hanfu culture by Southeast Asian audiences,and discusses some problems existing in the cross-cultural communication of Tik Tok Hanfu short videos in Southeast Asia,so as to provide some enlightenment and reflection for China’s cross-cultural communication and further enhance the external communication effect of China’s excellent traditional culture.This paper is divided into five parts.The introduction part discusses the background and significance,concept definition and theoretical basis,literature review,research objects and research methods,research innovations and difficulties.The first chapter analyzes the current situation of Tik Tok Hanfu short videos in Southeast Asia from four aspects: disseminator,content,channel and audience.The second chapter uses quantitative and qualitative methods to evaluate the cross-cultural communication effect of Tik Tok Hanfu short videos in Southeast Asia from three levels: cognition,emotion and behavior.The third chapter,based on the research and analysis of the cross-cultural communication effect of Tik Tok Hanfu short videos in Southeast Asia,further explores the problems it faces in the dissemination process.It is found that Tik Tok Hanfu short videos have achieved good communication effect in Southeast Asia as a whole,which has an important positive reference for the overseas communication of Chinese culture.However,we should learn lessons from the problems existing in the communication process and cross-cultural communication in China.Therefore,the fourth chapter draws lessons from the experience and reflects on the shortcomings,which will help more overseas people to get in touch with and understand the traditional culture of China and open a cultural window for observing China to the world.