Journal of Thai-Chinese Social Science (JTCSS)

Performance Communication in Contemporary Thai–Chinese Performance: A Catalyst for Soft Power and Cross-Cultural Relations

Chinnapat Charoenrat — 2026-01-08

This study examines the role of performance communication in contemporary Thai–Chinese collaborative performance and its implications for soft power and cross-cultural relations. Drawing on qualitative methods—including performance observation, semi-structured interviews with directors and performers, and thematic analysis of multimedia performance materials—the research investigates how symbolic forms, embodied communication, and hybrid aesthetics function as cultural mediation mechanisms. The findings reveal that contemporary Thai–Chinese performances employ gesture, movement, musical fusion, scenography, and culturally embedded symbols to articulate shared identities, negotiate cultural differences, and construct hybrid cultural meanings. These communicative processes align with theoretical perspectives that conceptualize performance as both an expressive art form and a socio-cultural communication system. The study further demonstrates that Thai–Chinese performance serves as a catalyst for cultural soft power through three interrelated dimensions: the communication of cultural values, the generation of affective engagement, and the production of positive cultural imagery. These dynamics enhance cultural attractiveness and contribute to cultural diplomacy initiatives by strengthening bilateral relations and expanding platforms for intercultural dialogue. Additionally, the study identifies how performance communication bridges historical, diasporic, and contemporary narratives, enabling performers and audiences to co-construct intercultural understanding within an increasingly interconnected Asian context. Overall, this research advances theoretical insights into performance communication, intercultural performance, and hybrid cultural identity, while offering practical implications for cultural policy, creative diplomacy, and the development of intercultural performance platforms. The study underscores the potential of contemporary Thai–Chinese performance to function not only as cultural expression but also as an instrument for relational influence and soft power in the evolving landscape of Thai–Chinese socio-cultural relations.

IShowSpeed’s Digital ‘Diplomacy Experiment’ Research on the Construction of China's Image through Live streaming Comment Discourse

Fang Wang — 2026-01-08

Previous studies on the construction of national image mostly relied on news reports，this study’s data was selected from the emerging live streaming industry. From the perspective of critical discourse analysis, it explored the construction of the Chinese national image in the live streaming comment section of IShowSpeed. The research employs AntConc 4.2.1 for contextual analysis and Weiciyun for sentiment analysis, focusing on the use of high-frequency keywords, collocation analysis, and sentiment analysis. The findings reveal that under the unfiltered live streaming, the discourse in the comment section focus on the following themes: City Impressions; Live Broadcast Interaction; Cross-Cultural Communication and Chinese People; Emotional Experience; Cultural Symbols and High-Technology; Feelings and Intentions Regarding the Trip. These themes collectively construct the following images of China: (1) A authentic China that breaks through the narrative framework of Western discourse; (2) A national image that combines openness, inclusiveness, and hospitality; (3) A national image that combines modernization of urban governance with strong developmental momentum; (4) A national image that integrates historical depth with technological innovation.

Opportunities and Challenges Faced by Aquatic Product Cold Chain Enterprises in Dongshan County in the Context of China's National Backbone Cold Chain Base Construction System

Haoxiang Jiang — 2026-01-08

This study focuses on the development trends of aquatic product cold chain enterprises in Dongshan County against the background of China's national backbone cold chain base construction. It systematically analyzes the opportunities and challenges they face, and proposes targeted optimization strategies. The construction of China's national backbone cold chain base brings development opportunities for enterprises through policy support, resource integration, market expansion, and technological upgrading. At the same time, enterprises also face challenges such as infrastructure and technology deficiencies, operational management and cost control issues, competition, and a lack of industry norms. The study proposes strategies such as strengthening infrastructure construction and technological innovation, improving operational management and cost control capabilities, enhancing competitive advantages, and regulating industry development. These strategies provide theoretical support and practical guidance for the stable development of aquatic product cold chain enterprises in Dongshan County and also address deficiencies in related research in specific regions.

Reconstruction of the Curriculum of New Business E-commerce Major in Applied Universities from the Perspective of Value Co-creation Theory: The Core Logic to Break the Disconnection between Skills and Application

Xiaojun Ke — 2026-01-08

Against the backdrop of the digital economy, the e-commerce major in application-oriented universities needs to transform towards "digital intelligence and practicality". However, the problem of "disconnection between skills and application" is prominent, with the teaching of digital intelligence technologies being disconnected from the real business scenarios of e-commerce enterprises. Guided by the theory of value co-creation, this paper systematically examines the coupling mechanism between this theory and the reconstruction of e-commerce major courses, analyzing the research progress at both theoretical and practical levels, as well as the real issue of insufficient enterprise participation. From the three-dimensional perspective of "demand co-creation - course co-creation - evaluation co-creation", it distills the core logic for resolving the "disconnection between skills and application", providing theoretical support and a practical framework for the course reform of the e-commerce major in application-oriented universities, and helping to enhance the alignment between talent cultivation and the digital intelligence demands of enterprises.

From Court Culture to River-and-Lake Culture: Jiang Kui's Literary and Artistic Creation and the "Third Way"

Ruiming Li — 2026-01-08

This study focuses on the central question: "How did Jiang Kui forge a third path between elegant culture and river-and-lake culture?" Methodologically, the article combines close textual reading, cultural reconstruction, and cross-genre analysis, incorporating Gadamer's "fusion of horizons" and Geertz's "thick description" to ensure analytical verifiability and historical contextual integrity. Findings reveal that Jiang Kui achieved a unified "elegant culture" system by crafting a high-toned aesthetics of "purity, simplicity, and quietude" through tonal restraint, transitional organization, and cool imagery clusters in lyrics and poetry. In his river-and-lake-inspired writings, he elevated individual wandering to shared spiritual capital via imagery chains like "temporary residence, solitary boat, cold plum blossoms, and clear night," establishing a paradigm of "poverty yet integrity, refusing to kowtow to contemporary fashions." Musically, he proposed the principle of "harmony" in On the Great Music, and through tonal juxtaposition, rhythmic pauses, and the blending of refined and popular styles in self-composed tunes like Nine Songs of Yue and Pity for the Red Robe, he constructed a "harmonious ideal" supported by both value and technical dimensions, ultimately pioneering a "third path" centered on art and ritual. The study's implications are threefold: first, Jiang Kui's cross-genre creativity deepens our understanding of Southern Song cultural tensions and literati identity formation; second, it provides a framework for future research—via digital corpora and quantitative methods to further reveal the coupling mechanisms of poetry-lyrics-music, and through comparative studies with contemporary and later literati to test the collective nature and historical continuity of the "third path"; third, it prompts reflection on how knowledge communities can maintain independent agency amid contradictions and respond to society from a contemporary perspective.

Evaluation of the Development of China's Cultural Heritage in the Digital Age

Peng Xueyuan — 2026-01-08

This paper evaluates the global digital development of Chinese cultural heritage from two dimensions: 'integration pathways' and 'practical dialogue.' The 'integration pathways' examine the extent to which digital technologies are integrated with heritage resources, while 'practical dialogue' assesses the depth of cross-cultural communication facilitated by digital projects. The study is theoretically grounded in the characteristics of digital humanities, namely 'disciplinarity, professionalism, and technicality.' The analysis indicates that China has achieved significant results in the scale of resource digitization and the breadth of technology application, but still faces issues such as inconsistent technical standards, insufficient narrative depth, and weak sustainable governance. Although current practices have enhanced international visibility, there are limitations in promoting multi-stakeholder co-creation, equitable knowledge production, and sustained dialogue. It is recommended to strengthen standard interoperability, deepen interdisciplinary collaboration, establish a co-construction and sharing cooperation model, and implement evaluation mechanisms oriented toward dialogue effectiveness, thereby promoting a substantive transition from 'technology demonstration' to 'civilizational dialogue.

Emotional Value Marketing Affecting Consumer Purchasing Behavior: Evidence from POP Mart

Luyao Jia — 2026-01-08

In the experience economy, consumer decisions are increasingly driven by emotions rather than by functional or price considerations. This study examines how emotional value marketing influences consumer purchasing behavior, using Pop Mart as a case study. Based on flow theory, emotional value theory, and the cognitive–affective system theory, the research develops a model linking three dimensions of emotional value—emotional resonance, social interaction, and brand identification—to purchasing behavior through the mediating role of immersive experience. A survey of 600 Pop Mart consumers across major Chinese cities was analyzed using regression and mediation tests. Results show that emotional value significantly enhance immersive experience, which in turn drives purchasing behavior. Gender, age, and income further moderate these relationships. The findings enrich emotional value marketing theory by integrating emotional value and immersive experience into a unified framework, while offering practical implications for cultural and creative brands aiming to strengthen emotional engagement and consumer loyalty.