Reconstructing International Audiences’ Cognition of Chinese Culture: the Effects of Li Ziqi’s Intangible Cultural Heritage Short Videos on Stereotype Dismantling and Curiosity Activation
Year: 2026
Type: article
Abstract: This qualitative study examines how Li Ziqi’s intangible cultural heritage (ICH) short videos reshape international audiences’ perceptions of Chinese culture. Drawing on semi-structured interviews with 15 participants from 10 countries and pre–post cognitive contrast data, the study identifies two major cognitive reconstruction effects, interpreted through Hofstede’s cultural dimensions and Hall’s high–low context theory, this study extends these frameworks by demonstrating how everyday-embedded heritage representations mediate stereotype reconfiguration and activate cross-cultural engagement mechanisms. First, the videos dismantle monolithic stereotypes that associate China primarily with technological modernity. Second, they activate cross-cultural curiosity and stimulate active cultural exploration behaviors. In addition, bicultural participants demonstrate deeper interpretive engagement than monocultural audiences. The findings highlight the role of everyday-embedded heritage representation in reducing cultural distance and promoting intercultural understanding.
Institution: Universiti Putra Malaysia
Language: English
Subfield: Cultural Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
Funder: Universiti Putra Malaysia
OpenAlex ID: W7169729781