The Impact of Live-Streamed Jewish Cultural Heritage Content on Cross-Cultural Competence in the U.S.

Rising anti-Semitism in the United States highlights the urgent need for interventions that reduce ethnic hatred. Digital platforms offer new opportunities for fostering cross-cultural understanding. This study examines whether watching live-streamed Jewish intangible cultural heritage (ICH) videos can improve viewers' cross-cultural competence and reduce anti-Semitic attitudes. We conducted an online survey of 569 participants, applying Terror Management Theory to understand how cultural heritage content influences intergroup relations. Enjoyment of Jewish ICH videos significantly predicted higher cross-cultural competence in three areas: attitudes, knowledge, and skills. Intrinsic motivation strengthened positive effects on attitudes and knowledge, while external regulations weakened them. Greater cross-cultural competence correlated with increased Jewish affinity, fewer negative stereotypes, and stronger opposition to anti-Semitism. Generation Z showed unique patterns: lower Jewish affinity but higher anti-Semitism opposition compared to other generations. Live-streaming platforms can effectively combat prejudice by promoting cultural heritage content. Our findings support integrating digital ICH videos into communication campaigns aimed at reducing anti-Semitism and building intercultural understanding. This research demonstrates how technology-mediated cultural engagement can address real-world intergroup conflicts.