Volume 8,Issue 9
Intercultural Communication of Chaoshan Diaspora Culture on New Media: A Case Study of Qiaopi
As a significant cultural legacy of Chinese immigrants, Qiaopi holds historical memories, kinship ethics, and transnational emotional ties of the Chaoshan diaspora. While new media platforms offer fresh avenues for overseas dissemination, Qiaopi still faces prominent cultural discount due to cross‑cultural barriers. Existing research remains confined to historical documentation and archival preservation, with limited systematic analysis of its cross-cultural communication mechanisms. Drawing on Cultural Discount Theory and the encoding‑decoding model, this qualitative study identifies three discount dimensions: symbolic, narrative, and channel discount. The core challenge lies in the mismatch between communicators’ localized encoding and overseas audiences’ decoding logic. History‑oriented content fails to generate cross‑cultural emotional resonance. This paper develops an analytical framework for Qiaopi’s international communication and proposes audience‑oriented strategies to mitigate cultural discount. It also offers insights for future research on overseas Chinese heritage dissemination.
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