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An Analysis of Cultural Content on Short Video Platforms: Cultural Protection Perspective

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E-Business and Telecommunications (ICETE 2021)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1795))

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Abstract

This study analyses the relationship between ethnic minority groups’ (EMGs) short video content and online viewers’ watching interest based on the short video platform background. It considers China’s short video interactive environment and divides the cultural content into the cultural vision unit and cultural audition unit according to the sensory marketing theory. Through testing numerous EMG video content based on the covariance analysis method, the paper presents the relationships between short cultural video content and online viewers’ watching interest. Meanwhile, because of the differences among Chinese EMGs, this paper divides them into seven main groups and promotes the multi-group analysis, aiming to present specific results for each major group. The research findings can guide EMG video producers to improve their video content and contribute to Chinese EMG cultural protection and cultural diversity.

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Authors and Affiliations

  1. Faculty of Engineering and Information Technology, University of Technology Sydney, Sydney, Australia

    Lifu Li, Kyeong Kang & Osama Sohaib

Authors
  1. Lifu Li
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  2. Kyeong Kang
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  3. Osama Sohaib
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Corresponding author

Correspondence to Lifu Li .

Editor information

Editors and Affiliations

  1. Università degli Studi di Milano, Milan, Italy

    Pierangela Samarati

  2. University of Twente, Enschede, The Netherlands

    Marten van Sinderen

  3. Università degli Studi di Milano, Milan, Italy

    Sabrina De Capitani di Vimercati

  4. University of Twente, Enschede, The Netherlands

    Fons Wijnhoven

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Li, L., Kang, K., Sohaib, O. (2023). An Analysis of Cultural Content on Short Video Platforms: Cultural Protection Perspective. In: Samarati, P., van Sinderen, M., Vimercati, S.D.C.d., Wijnhoven, F. (eds) E-Business and Telecommunications. ICETE 2021. Communications in Computer and Information Science, vol 1795. Springer, Cham. https://doi.org/10.1007/978-3-031-36840-0_2

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  • DOI: https://doi.org/10.1007/978-3-031-36840-0_2

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