An analysis of cultural dissemination and national image construction in Chinese influencer Li Ziqi’s vlogs and its impact on international viewer perceptions on YouTube

Abstract International social exchanges have always been important to China’s cultural soft power and image construction overseas. This study focuses on an internationally renowned mega influencer Li Ziqi her vlogs YouTube. These orchestrated tell stories of rural Chinese life construct a desirable traditional culture for netizens at home abroad. Informed by framing cultivation theory, this examines how user-generated content national images can affect media users’ perceptions reality. Content analysis is used analyze the visual portrayals culture, including its customs values, aesthetics, scenic places in Li’s vlogs. Discourse further examine user comments demonstrate vlog content’s impact culture. sheds light complex hybrid with ‘Chineseness,’ personal self-Orientalized performed ‘soft but independent’ female image, constructed affective associations. At conceptual practical level, findings contribute ongoing scholarly discussions China engages globalized world through diplomacy from bottom-up, while existing research primarily takes top-down approach.