Chinese traditional culture, cognitive mediation model, Jittery Voice short videos, ideological and political education
Abstract
As a valuable wealth of the Chinese nation and an important foundation of modern Chinese culture, traditional Chinese culture is not only the core of national culture, but also an important reflection of a country’s cultural soft power. In recent years, with the development of the Internet, short videos have become the mainstream way of information acquisition in China, providing a brand-new opportunity for the promotion of Chinese traditional culture. In this study, a cognitive mediation model was used to explore how college students’ attention to Jieyin short videos affects college students’ access to information and ultimately their attitudes toward traditional Chinese culture. (A total of 412 Chinese college students participated in the questionnaire I designed.) The study found that the frequency and duration of using ShakeMeInfo videos affect the acquisition of information about traditional culture, and the popularity of traditional culture topics affects college students’ identification with traditional culture.
