Examining the effectiveness of different narrative strategies in short videos on shaping country image: A study on chinese and western social media platforms and social space

• Juan Yang ^[1] ; Muhammad Hakimi Tew Abdullah ^[1] ; Yuslinda Mat Yassin ^[1] ; Massila Hamzah ^[2]
  1. [1] Universiti Teknologi MARA

     Universiti Teknologi MARA

     Malasia

     
  2. [2] Faculty of Social Sciences & Leisure Management, School of Media & Communication, TAYLOR’S UNIVERSITY, No. 1, Jalan Taylor’s, 47500 Subang Jaya, Selangor, Malaysia
• Localización: Fonseca, Journal of Communication, ISSN-e 2172-9077, Vol. 29, Nº. 1, 2025, págs. 305-325
• Idioma: inglés
• Enlaces
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• Resumen

  • In today’s digital era, social media platforms play a pivotal role in shaping perceptions and images of countries. Short videos, in particular, have emerged as potent tools for conveying narratives and influencing audience attitudes. Understanding the narrative strategies employed in short videos on Chinese and Western social media platforms is crucial for comprehending their impact on country image formation. This study aims to explore the effectiveness of narrative strategies in short videos on shaping country image, focusing on both Chinese and Western social media platforms. It seeks to analyze the narrative themes, techniques, and framing strategies employed, compare strategies across platforms, and investigate their influence on audience perceptions. Using a qualitative approach, this study conducts content analysis of short videos on Chinese and Western social media platforms, supplemented by in-depth interviews with 12 stakeholders. The analysis involves identifying narrative themes, techniques, and framing strategies, as well as interpreting their impact on audience perceptions. The study reveals nuanced differences in narrative strategies between Chinese and Western short videos, highlighting their distinct cultural and contextual influences. It identifies narrative themes such as national pride, economic achievements, and social harmony, along with techniques such as visual storytelling and emotional appeals. This research contributes to the understanding of narrative construction on social media platforms and its implications for country image formation. By comparing narrative strategies across cultural contexts, it offers insights into the complexities of narrative design and its influence on audience perceptions in the digital age.