Li Ziqi: Internet Idol or Cross-Cultural Communication Icon?

To cite this article: Devin Grace O’Sullivan, GAO Yufang & GUO Zhengrong. (2021). Li Ziqi: Internet Idol or Cross-Cultural Communication Icon?. Asia-Pacific Journal of Humanities and Social Sciences, 01:3, 040-047, DOI: 10.53789/j.1653-0465.2021.0103.004

To link to this article: https://doi.org/10.53789/j.1653-0465.2021.0103.004

Abstract: Li Ziqi is extremely popular in China for her videos and has a moderate number of international fans. Cross-cultural communication is how people from different cultures can communicate, and there are many ways to analyze if an example of cross-cultural communication is successful or not. As YouTube is the most commonly used video-sharing platform in many countries and the most common way for Li Ziqi to gain international fans, this article analyzed her YouTube videos, subscribers, and fan interactions to determine cross-cultural communication. The analysis method proposed by Information Research in regards to YouTube comments was used to analyze the effectiveness of cross-cultural communication from Li Ziqi’s videos by classifying the comments on her videos to identify the viewer reactions and if they interacted with the culture shown in the videos. Our results found that most of the video comments are impression comments, which do not indicate much cross-cultural communication. These findings are significant in that they provide paths for more cross-cultural communication in the future and show how similar content can be used to promote cross-cultural communication.

Keywords: Li Ziqi; cross-cultural communication; analysis; YouTube; comments

Devin Grace O'Sullivan, GAO Yufang&GUO Zhengrong Number 3 APJHSS.pdf