Author(s)

Ruoyi Chen ¹, Xiajun Yu ¹, Yiting Ye ¹, Jiawen Han ¹

Affiliation(s)

¹ School of International Studies, Hangzhou Normal University, Hangzhou, 311121, China

Corresponding Author

Ruoyi Chen

ABSTRACT

As an important visual symbol of Chinese culture, Chinese traditional costume culture deserves close attention in terms of its communication effects on international short-video platforms. This study takes TikTok short videos of less than five minutes that present Chinese traditional costume culture as its research object. It evaluates the international communication effectiveness and selects 50 representative high-performing cases for fuzzy-set qualitative comparative analysis (fsQCA). Six conditional variables are analyzed from a content perspective. The findings show that the current international communication effectiveness of Chinese traditional costume short videos is generally low and displays an obvious long-tailed distribution with clear stratification. Three configurational routes can generate favorable communication outcomes: a low-threshold foreign-language support route; an "the Other"-mediated translation route; and a deep content-supply route.

KEYWORDS

Chinese traditional costume culture; Short video; International communication; fsQCA; Communication content

CITE THIS PAPER

Ruoyi Chen, Xiajun Yu, Yiting Ye, Jiawen Han. International Communication Effectiveness of Short Videos on Chinese Traditional Costume Culture and the Configurational Effects of Influencing Factors. Journal of Sociology and Ethnology (2026). Vol. 8, No. 2, 69-78. DOI: http://dx.doi.org/10.23977/jsoce.2026.080210.

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