A Theoretical model and strategic framework of digital communication of Chinese civilization: an empirical analysis based on grounded theory

Abstract

This study aims to construct a theoretical model and strategic framework for the digital dissemination of Chinese civilization among overseas Chinese in Southeast Asia. It explores the mechanisms for digital communication within this community and proposes corresponding solutions and recommendations. In-depth interviews were conducted with 30 overseas Chinese living in Southeast Asian countries, 15 embassy staff members, and 12 cultural studies professors. The data obtained from these interviews were coded and analyzed using grounded theory in NVivo 12 software. The theoretical model developed in this study encompasses six dimensions: identity and cultural identity, intercultural communication and integration, preferences and choices of communication content, intergenerational cultural transmission, habits in the use of digital tools, and evaluation of communication effectiveness. Based on these dimensions, the study recommends enhancing the innovation and adaptability of cultural content, optimizing the selection and use of digital communication tools, promoting deeper intercultural communication and integration, establishing comprehensive feedback and evaluation mechanisms, and implementing a cultural communication branding strategy. These measures aim to ensure the efficiency and sustainability of the digital dissemination of Chinese civilization among overseas Chinese.