The Value of News Communication in Disseminating Chinese Culture on Social Media: A Conceptual Research Framework

Nutpisit  Pubkajon; Suriya Mulinin; Suwimol Sangakotchalorn; Mathas Wannasuk; Pongsapak Promlok

ผู้แต่ง

Nutpisit Pubkajon Faculty of Liberal Arts, Shinawatra University, Thailand.
Suriya Mulinin Faculty of Liberal Arts, Shinawatra University, Thailand.
Suwimol Sangakotchalorn Independent scholar,Thailand.
Mathas Wannasuk Independent scholar,Thailand.
Pongsapak Promlok Independent scholar,Thailand.

คำสำคัญ:

Social Media, News Communication, Chinese Culture, Cultural Communication, Audience Engagement, Cross-Cultural Communication

บทคัดย่อ

This study aimed to: (1) explore how social media affordances transform the channels, formats, and practices of news-based cultural communication; (2) identify the value of news communication in enhancing cultural visibility, audience engagement, contemporary cultural interpretation, and cross-cultural understanding; and (3) develop a conceptual research framework explaining the relationships among platform affordances, journalistic practices, audience engagement, and communication outcomes. The study employed a qualitative documentary research design, drawing on purposively selected scholarly literature related to media convergence, social media journalism, cultural communication, and the dissemination of Chinese culture. Data were collected through documentary review and analyzed using thematic content analysis to identify recurring concepts, relationships, opportunities, and challenges. The analysis was organized around four interconnected dimensions: platform affordances, journalistic practices, audience engagement, and communication outcomes, with cultural contexts and communication risks considered as moderating factors.

The findings suggest that social media facilitate the rapid, multimodal, interactive, and cross-platform dissemination of Chinese cultural content. News communication contributes to cultural understanding by providing contextual information, verifying cultural representations, presenting engaging narratives, and connecting traditional cultural resources with contemporary social experiences. Audience participation through commenting, sharing, and reinterpretation may further extend content circulation and strengthen cultural relevance. However, information fragmentation, algorithmic bias, entertainment-oriented framing, cultural stereotyping, and translation barriers may limit communication effectiveness. Accordingly, the proposed conceptual framework positions news communication as a mediating process through which social media affordances can generate cultural and intercultural value. The study highlights the importance of accuracy, contextualization.

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