Decoding “China”
A cross-cultural interpretation based on online comments of China’s mega projects III
Bibliographic Data
| ID | 22093025 |
|---|---|
| Authors | Xiezhen Li (Communication University of China), Fujiao Mao (Communication University of China), Zehua Xu (0000-0003-4966-1937, Beijing Sport University) |
| Year | 2026 |
| Volume | 11 |
| Publication date | 2026-05-29 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Frontiers in Communication (JOURNAL) |
| Journal identifiers | ISSN: 2297-900X • E-ISSN: 2297-900X |
| Publisher | Frontiers Media SA (PUBLISHER • CH) |
| DOI | 10.3389/fcomm.2026.1849424 |
| OpenAlex | W7162806835 |
| Language | EN |
| References cited | 15 |
Introduction Against the backdrop of globalisation, the cross-cultural communication effects of China's national narrative remain a complex and crucial issue. The engineering documentary China's Mega Projects III provides a significant case study for examining how China's development narrative is interpreted by global audiences via digital platforms. Methods This study collected and organised comments from YouTube and Bilibili, conducting a thematic analysis centred on the core keyword “China” to explore the interpretive frameworks of the audience. Results The findings reveal fundamental interpretive differences: Western audiences position themselves as “bystanders”, engaging in a form of negotiated decoding that situates China within the spatial dimensions of globalisation for comparison, and seek to draw lessons from China's successes. However, this perspective is often framed by a habitual “hegemonic mindset”. In contrast, Chinese audiences, as “insiders”, primarily engage in a dominant decoding. They understand China's achievements through historical and temporal perspectives, fostering a deep sense of national identity and collective pride. Discussion Despite these differing approaches, both groups express admiration for technological progress and a desire for happier, more convenient lives. By identifying this shared ideological consensus, this study reveals universal emotional links that can bridge East-West divides. These findings offer empirical strategies for future documentaries, evolving global storytelling from mere visibility toward deeper cross-cultural recognition through shared human values
China · Empirical research · Globalization · Ideology · Mega · Narrative · Storytelling · Asian Culture and Media Studies · Media Studies and Communication · Public Relations and Crisis Communication
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| Highly cited | No |
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