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ORIGINAL RESEARCH article
Front. Commun.
Sec. Culture and Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1542139
The Power of Cross-Cultural Communication: Reception and Impact of Chinese Variety Shows on YouTube
Provisionally accepted- Nanjing Normal University, Nanjing, China
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This work investigates the international communication effects of Chinese variety shows on the YouTube platform from the perspective of cross-cultural communication using data analysis, text analysis, and communication strategy research. It is found that program genre, linguistic adaptability, presentation of universal values, and program guest selection influence cross-cultural communication to some extent. Accordingly, the effective ways to enhance the cross-cultural communication effect of Chinese variety shows include strengthening the innovation of program genres, improving the language adaptability and universal values of programs, and optimizing the selection of program guests. In cross-cultural communication, Chinese variety shows should also transform "cultural discount" into "cultural premium," improve the operation ability of international platforms, and promote accurate global communication through localization.
Keywords: Chinese variety shows, cross-cultural communication, youtube, Communication effect, Cultural identity
Received: 09 Dec 2024; Accepted: 08 Apr 2025.
Copyright: © 2025 Zhang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Yiyin Zhang, Nanjing Normal University, Nanjing, China
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.