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

Abstract

The main purpose of this study is to promote and better disseminate Chinese traditional costume culture by utilizing the communication power of the media itself. In the course of the research, the self-media account is mainly used to publish short videos and photos related to Chinese traditional costume culture. The reaction of followers and the basic information of some self-media software are the research objects. From the existing literature, the influence of self-media accounts, media, and communication content was used as independent variables. The use of cognition, attitude, and behavior theory (ABC attitude theory) and the social cognitive theory of psychology are the mediating variables. The communication effect of Chinese traditional costume culture is the dependent variable. The relationship between each variable is analyzed. A quantitative survey is conducted to improve the communication outcomes with sample data obtained from the questionnaire. 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. Moreover, the conclusions of this study need to be further validated by researchers with similar interests using different methods in different contexts to enhance the reliability and generalizability of the research findings. This will be the direction of future research endeavors.