Abstract
This project investigates how positive portrayals of China by Western influencers on YouTube are received by global audiences. In contrast to traditional Western media narratives that often focus on geopolitical tensions, these influencers highlight China’s culture, technology, and social progress, offering alternative representations of the country. Using a netnographic approach, the study analyzes YouTube comment sections to explore how viewers from diverse cultural backgrounds engage with such content. Special attention is given to expressions of digital nationalism, particularly among Chinese and diaspora audiences, to understand how national identity is negotiated in online spaces. The research aims to contribute to the broader conversation on global media representation, public diplomacy, and the role of social media in shaping perceptions of China.
Presenters
Maggie JiangAssociate Professor, Media and Communication, The University of Western Australia, Western Australia, Australia
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Digital Nationalism Cross-cultural Communication YouTube Influencers China Representation Social Media Discourse Audience Reception Netnography Public Diplomacy Alternative Media Narratives
