Decoding “China”: a cross-cultural interpretation based on online comments of China’s mega projects III
Year: 2026
Type: article
Abstract: Introduction Against the backdrop of globalisation, the cross-cultural communication effects of China's national narrative remain a complex and crucial issue. The engineering documentary China's Mega Projects III provides a significant case study for examining how China's development narrative is interpreted by global audiences via digital platforms. Methods This study collected and organised comments from YouTube and Bilibili, conducting a thematic analysis centred on the core keyword “China” to explore the interpretive frameworks of the audience. Results The findings reveal fundamental interpretive differences: Western audiences position themselves as “bystanders”, engaging in a form of negotiated decoding that situates China within the spatial dimensions of globalisation for comparison, and seek to draw lessons from China's successes. However, this perspective is often framed by a habitual “hegemonic mindset”. In contrast, Chinese audiences, as “insiders”, primarily engage in a dominant decoding. They understand China's achievements through historical and temporal perspectives, fostering a deep sense of national identity and collective pride. Discussion Despite these differing approaches, both groups express admiration for technological progress and a desire for happier, more convenient lives. By identifying this shared ideological consensus, this study reveals universal emotional links that can bridge East-West divides. These findings offer empirical strategies for future documentaries, evolving global storytelling from mere visibility toward deeper cross-cultural recognition through shared human values.
Source: Frontiers in Communication
Authors: Xiezhen Li, Fujiao Mao, Zehua Xu
Institutions: Communication University of China, Beijing Sport University
Topic: Cinema and Media Studies
Subfield: Economics and Econometrics
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,418
OpenAlex ID: W7162806835