Influence of Self-media Propagation Power on the Transmission Effect of Chinese Traditional Clothing Culture

Authors

  • Jianfeng Gao
  • Somporn Srichum Shinawatra University
  • Anong Rungsuk

Keywords:

Self-media, Self-media Influence, Traditional Culture, Dissemination Effect

Abstract

The main goal of this study is to make use of the communication power of self-media to better promote and popularize Chinese traditional clothing culture. In the research process, self-media accounts are mainly used to publish short videos and pictures related to Chinese traditional clothing culture, and the reactions of followers and background data of some self-media software are used as research objects.    Based on existing literature, the influence of self-media accounts, media and communication content are taken as independent variables. With the cognitive-attitudinal-behavioral (ABC attitude theory) and social cognitive theory of psychology as the mediating variables, and the communication effect of traditional Chinese clothing culture as the dependent variable, the relationship between each variable is analyzed. Through the sample data obtained from the questionnaire, quantitative research is conducted to find ways to improve the communication effect. Regarding recommendations for self-media platforms, we suggest enhancing user experience and functionality to attract more users to engage with content related to traditional Chinese clothing culture.

This includes providing more intuitive and convenient interface designs, as well as incorporating various interactive features to improve user satisfaction and loyalty. Additionally, we recommend platforms prioritize the promotion of traditional clothing culture content. By optimizing algorithms and personalizing content recommendations, more high-quality traditional cultural content can be presented to users, thereby increasing their exposure to traditional culture information. In terms of self-media influencers or hosts, we recommend that they enhance their professional knowledge and communication skills to increase their influence and appeal. This will encourage more users to explore and disseminate traditional Chinese clothing culture. Additionally, we emphasize the importance of diversity and depth in content. We encourage influencers or hosts to innovate in communication formats and methods to attract audiences with different backgrounds and interests, thereby expanding the audience base for traditional clothing culture.

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Published

2024-12-31 — Updated on 2024-12-31

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Section

Research Articles