Author(s)

Lei Liu ¹

Affiliation(s)

¹ School of Journalism Communication, Film and Television, Hainan Normal University, Haikou City, China

Corresponding Author

Lei Liu

ABSTRACT

This study examines the role of social media in shaping the reception and popularity of Chinese film and television content within the Australian market through an in-depth qualitative exploration of audience experiences. Employing semi-structured interviews with ten Australian viewers, this research investigates how audiences discover, interpret, and engage with Chinese media content via digital platforms. The findings reveal that social media functions as a dynamic ecosystem for cultural discovery and negotiation, facilitated through three interconnected mechanisms: algorithmic curation that normalises Chinese content within users' media diets, fan-generated cultural translation that mitigates the effects of cultural discount, and micro-communities that foster authentic engagement beyond traditional marketing approaches. The study identifies persistent challenges in sustained engagement and cultural comprehension, highlighting the complex interplay between platform affordances, audience agency, and cultural barriers. This research contributes to media globalisation studies by providing a nuanced, audience-centric perspective on cross-cultural media consumption and offers practical insights for content producers and distributors seeking to build meaningful connections with international audiences through digital platforms.

KEYWORDS

Social Media Engagement, Chinese Film and Television, Cross-Cultural Communication, Audience Studies, Qualitative Research

CITE THIS PAPER

Lei Liu, A Study of the Impact of Social Media on the Popularity of Chinese Film and Television in the Australian Market. Media and Communication Research (2025) Vol. 6: 78-86. DOI: http://dx.doi.org/10.23977/mediacr.2025.060410.

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