丝绸2026，Vol.63Issue(4)：9-20,12.DOI:10.3969/j.issn.1001-7003.2026.04.002
YouTube汉服视频受众认知与传播机制研究
A study on audience cognition and communication mechanisms of Hanfu videos on YouTube
摘要
Abstract
Social media has become an important arena for cultural marketing in the digital era,yet the global communication of traditional Chinese culture remains a complex process shaped by audience cognition,communication patterns and market acceptance.Hanfu,as a representative form of traditional Chinese clothing,has gradually moved from a niche subculture to a visible symbol of cultural revival.On platforms such as YouTube,Hanfu videos attract both Chinese and international viewers,who express cultural identity,debate historical issues and evaluate products in the comment sections.However,existing studies on the global communication of traditional culture still rely largely on small-scale interviews and surveys,and rarely make systematic use of large-scale user-generated data to show how semantic themes and communication mechanisms structure identity,controversy and consumption. This study therefore adopts a data-driven semantic and structural approach to examine how different dimensions of audience perception interact in YouTube comments on Hanfu videos.The dataset was collected using Python and the Google YouTube Data API with the keyword"Chinese Hanfu"without specifying a lower time bound and including all relevant videos published up to June 2024.In total,1,100 videos were retrieved and 27,882 comments were scraped;after language detection,machine translation and cleaning,26,552 valid comments remained.On this basis,the study first applies latent Dirichlet allocation LDA)topic modeling to identify ten core semantic themes that describe how viewers perceive Hanfu videos.These themes cover cultural identity and belonging,East Asian ancient culture and power,aesthetic elegance,cross-national comparison,personal opinion expression,comfort and wearability,historical costume influences traditional costume aesthetics,consumption needs and experiences,and music-and aesthetics-related discussion. To further explore the internal structure among these dimensions,the document-topic distribution is used to construct a topic co-occurrence matrix.Co-occurrence frequencies are converted into weighted links,and the DEMATEL method is employed to calculate the influencing degree,influenced degree,centrality and causal degree of each theme.On this basis interpretive structural modeling ISM)is used to derive a multi-level hierarchical structure,and MICMAC analysis is conducted to classify themes according to their driving power and dependence,thus forming a four-quadrant influence-factor map.This mixed LDA-DEMATEL-ISM-MICMAC framework allows the study to move from semantic clustering to causal and hierarchical modeling of audience perceptions. The results reveal a three-level mechanism through which Hanfu videos shape audience responses on YouTube.Cultural identity and belonging,together with East Asian ancient culture and power,form the bottom layer and show high driving power with relatively low dependence,indicating that deep identity narratives and historical imagination act as root factors in the perception system.Cross-national comparison,historical costume influences,traditional costume aesthetics and consumption needs occupy the middle layer and mediate between these deep narratives and surface experiences.Aesthetic elegance,personal opinion expression,comfort of wearing Hanfu,and music-and aesthetics-related discussion form the top layer as direct outcomes of viewing and commenting,and behave mainly as dependent result dimensions. Theoretically,this study enriches research on cross-cultural communication of traditional culture by demonstrating how large-scale comment data can be translated into an integrated model of semantic themes,causal relations and hierarchical structure.Practically,the findings suggest that global Hanfu marketing should combine coherent cultural storytelling that strengthens identity and historical imagination with design strategies that highlight comfort,everyday usability and immersive music-visual experiences.The mixed method adopted in this study provides a transferable analytical framework that can be extended to other forms of intangible cultural heritage and to comparative studies across different platforms and cultural contexts in future research.关键词
汉服传播/社交媒体评论/语义分析/LDA-DEMATEL-ISM-MICMAC 模型/文化出海/文化认同Key words
Hanfu dissemination/social media comments/semantic analysis/LDA-DEMATEL-ISM-MICMAC model/global cultural outreach/cultural identity分类
轻工纺织引用本文复制引用
夏天,温润,茅丹,辛勤,李艺冉,沈之楷..YouTube汉服视频受众认知与传播机制研究[J].丝绸,2026,63(4):9-20,12.基金项目
东华大学学科创新领域培育项目(xkcx-202519) （xkcx-202519）
