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An Empirical Analysis of the Communication Effectiveness of Yi Women's Traditional Costume Digital Illustrations on Douyin

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  • Jiang, Yanan
  • Wang, Zhenzi

Abstract

With the popularity of short video platforms, the digital dissemination of traditional ethnic culture has become increasingly diverse. This study takes Douyin as the research platform and focuses on digital illustrations featuring traditional Yi women's costumes. By collecting and analyzing data from 200 short videos using Python tools, we explore correlations between view counts, likes, comments, tag numbers, and other variables. The results show that posting time, illustration style, and number of hashtags significantly affect the dissemination effectiveness. This study aims to provide data support and strategic suggestions for visualizing intangible cultural heritage in digital media environments.

Suggested Citation

  • Jiang, Yanan & Wang, Zhenzi, 2025. "An Empirical Analysis of the Communication Effectiveness of Yi Women's Traditional Costume Digital Illustrations on Douyin," Journal of Media, Journalism & Communication Studies, Pinnacle Academic Press, vol. 1(1), pages 29-35.
    • Handle: RePEc:dba:jmjcsa:v:1:y:2025:i:1:p:29-35
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