The Influence of UGC on National Image: The Case of Chinese Internet Celebrity Li Ziqi on YouTube
DOI:
https://doi.org/10.47475/2070-0695-2025-58-4-110-116Keywords:
UGC, national image, cultural communication, Chinese culture, YouTube, Li ZiqiAbstract
For a long period of time, the primary emphasis within nation branding efforts has centered on the manner, in which official media outlets shape national images, while comparatively little consideration has been accorded to the contribution of user-generated content (UGC) in this process. This study employs Li Ziqi as a case analysis, examining the depiction of Chinese culture through UGC videos disseminated via the YouTube platform. The research aims to introduce novel perspectives regarding the development of national image strategies. Analyzing the main directions for improving the national image from the point of view of culture, people and ecology. Analyzing the key elements and features of UGC that can have a positive impact on the formation of the national image: deconstruction of the country's culture through the status of an ordinary person, "language-free" communication reduces the cultural barrier, and emotional narratives bring relations between peoples closer. Furthermore, the exploration of the interplay between cultural exchange facilitated by UGC and the formation of national identity carries significant theoretical and practical implications.References
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