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Authors: Lifu Li and Kyeong Kang

Affiliation: Faculty of Engineering and Information Technology, University of Technology Sydney, Australia

Keyword(s): Short Video Content, Ethnic Minority Group, Viewers’ Watching Interest, Covariance Analysis, Cultural Protection.

Abstract: This research aims to create a framework for ethnic minority groups (EMG) in building visual and aural short video content on social media platforms (SMPs). As the concept of urbanisation prevails in China, both the younger major group and EMG generations gradually accept the modern culture, which results in some traditional culture are faced with the danger of disappearance. In order to protect and spread EMG culture, this paper focuses on the short video created by EMG video producers on the TikTok platform. Through the classification of EMG videos content on the platform, it analyses what kinds of cultural content are effective in attracting viewers' watching interest. Using 1007 EMG videos as base data, the paper applies the covariance analysis method to present the relationships between cultural short video content and viewers’ watching interest. Based on the comparisons among the results of different EMGs, the findings can guide EMG video producers to improve their visual conte nt, contributing to EMG cultural protection and cultural diversity. (More)

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Paper citation in several formats:
Li, L. and Kang, K. (2021). Exploring the Relationships between Cultural Content and Viewers’ Watching Interest: A Study of Tiktok Videos Produced by Chinese Ethnic Minority Groups. In Proceedings of the 18th International Conference on e-Business - ICE-B; ISBN 978-989-758-527-2; ISSN 2184-772X, SciTePress, pages 37-46. DOI: 10.5220/0010610900370046

@conference{ice-b21,
author={Lifu Li. and Kyeong Kang.},
title={Exploring the Relationships between Cultural Content and Viewers’ Watching Interest: A Study of Tiktok Videos Produced by Chinese Ethnic Minority Groups},
booktitle={Proceedings of the 18th International Conference on e-Business - ICE-B},
year={2021},
pages={37-46},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010610900370046},
isbn={978-989-758-527-2},
issn={2184-772X},
}

TY - CONF

JO - Proceedings of the 18th International Conference on e-Business - ICE-B
TI - Exploring the Relationships between Cultural Content and Viewers’ Watching Interest: A Study of Tiktok Videos Produced by Chinese Ethnic Minority Groups
SN - 978-989-758-527-2
IS - 2184-772X
AU - Li, L.
AU - Kang, K.
PY - 2021
SP - 37
EP - 46
DO - 10.5220/0010610900370046
PB - SciTePress

- Science and Technology Publications, Lda.
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