Re-propagation of Traditional Culture and Public Opinion Construction on Digital Platforms: A Case Study of “Guochao Narratives” in Short Videos

Zhuo Wang

doi:10.62177/chst.v2i4.854

Authors

Zhuo Wang Guangzhou University of Software

DOI:

https://doi.org/10.62177/chst.v2i4.854

Keywords:

Guochao, Short Video, Algorithmic Public Sphere, Public Opinion Construction, Traditional Culture Repropagation

Abstract

This study systematically investigates the re-propagation of Chinese traditional culture through "Guochao" (national trend) narratives within the algorithmic public sphere of short video platforms. Traditional culture is being recontextualized and disseminated primarily via mobile, visually-driven content. The study utilizes theoretical frameworks encompassing Mediatized Narrative, Framing Theory, and the Algorithmic Public Sphere. A mixed-methods approach, combining qualitative content analysis of popular Guochao short videos with contextual analysis of platform engagement metrics, was employed. Findings indicate that a strategic, low-context narrative framing is consistently utilized. This framing emphasizes national pride, aesthetic modernity, and emotional resonance. These elements are demonstrably favored by platform recommendation algorithms. Consequently, the platforms do not function merely as neutral conduits; rather, they actively co-construct a public opinion characterized by high emotionality, rapid consensus formation, and a recurring tension between cultural appreciation and commercial superficiality. This analysis highlights both the unprecedented opportunities for cultural reach and the intrinsic challenges presented by algorithmic mediation in the digital cultural landscape. The findings bear significant implications for cultural policy and digital content governance.

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