Xiaohongshu, Anime Communication, User Demands, Content Quality
Abstract
The promotion of anime works is increasingly widespread globally. However, the communication mode and influence have not been thoroughly investigated. The existing literature mainly focuses on content analysis, audience research and communication effect evaluation, but the in-depth discussion on platform characteristics is insufficient. This research analyzes the communication situation of “Anohana: The Flower We Saw That Day” on Xiaohongshu platform through questionnaire surveys and interviews. The study reveals that the communication of this work on Xiaohongshu has the characteristics of globalization, localization, indigenization and regionalization, and the proportion of female users is relatively high. Users mainly encounter related content through short videos and graphic and text notes and show a strong interest in high-quality emotional resonance content. However, there is also the problem of uneven content quality. It is suggested that the platform enhance the communication effect and user experience by encouraging the creation of high-quality content, strengthening community management and cross-platform promotion.
