Research on Social Media, Short Video, Digitization and International Communication of Chinese Culture

Social media have become a pivotal platform for countries to engage in international discourse in the context of globalization and integration. In this study, a six-degree communication model is utilized to construct the online communication body of Chinese culture. Based on the social network analysis method, a communication analysis is completed for Chinese culture’s international communication. As a final step, 434 effective communication samples are chosen as research objects on the TikTok platform, which combines social media, short videos, and digital technology to facilitate the international communication of Chinese culture. The results show that on the TikTok platform, the global communication distance effect of Chinese culture is reflected in the network distance of 0.3900, the content distance of 0.2971, and the emotional distance of 0.3129, all of which are much smaller than the communication distance of traditional methods. The way Chinese culture spreads on TikTok, a platform that combines social media, short videos, and digitization, exhibits a degree of efficacy and feasibility.