Video-streamed Intangible Cultural Heritage, Ethnic Perceptions, and Cross-cultural Competence in China

The aim of the present study was to investigate the capacity of video-streamed content related to intangible cultural heritage (ICH) associated with Chinese ethnic minorities to enhance cross-cultural competence and perceptions about ethnic minority communities among users from China’s ethnic majority. Moreover, the research examined how users’ motivations and demographic factors moderate these relations. Utilizing a quantitative online questionnaire to examine video-streaming users in China, the research employed linear regression and hierarchical regression analyses to test these relationships. The findings indicated that cross-cultural attitudes and skills served as positive predictors of participants’ affinity for ethnic minorities, suggesting more favorable cross-cultural attitudes and skills led to more liking of ethnic minorities. However, these factors did not forecast stereotypical perceptions of ethnic minorities. Notably, cross-cultural knowledge was found to have no predictive capability regarding either affinity or stereotypical perceptions. Furthermore, user motivations to use live-streamed ICH content, specifically amotivation and regulation, were found to significantly moderate the connections between cross-cultural competence and attitudes toward ethnic minorities. In other words, participants who perceived the benefits of using live-streamed ICH content contributed to the relationships. These findings provide substantial insight into the complex interrelationship between digital media use, cross-cultural competence, and interethnic attitudes in China’s context. The study highlights the ability of video-streamed ICH content to foster positive interethnic relations while unpacking subtle influences of user motivation in the process. The findings presented here may guide the development of approaches aimed at utilizing digital platforms to enhance cultural comprehension and mitigate stereotypes within multicultural communities internationally, thus enriching the overarching discussion regarding the influence of digital media on the formation of cross-cultural perceptions and interactions.