Basketball Culture Content and Fan Identity in the Digital Media Era: YouTube as the Example

DOI

10.2991/978-2-38476-511-9_94How to use a DOI?

Keywords

Li Ziqi; internet celebrity; productive audience; encoding/decoding model

Abstract

This study examines Li Ziqi’s Douyin channel as a case study by employing an approach that reveals the role of Li Ziqi’s videos in aesthetic narrative, cultural symbolism, and cross-cultural communication. Drawing on content analysis of ten representative videos; quantitative and qualitative analysis of user interaction data (likes, comments, reposts); and semi-structured interviews with twelve long-term viewers, the research adopts a comprehensive design. Findings indicate that Li Ziqi’s videos construct an idealized Chinese pastoral landscape through dual visual and auditory dimensions—reinforcing cultural identity by integrating intangible cultural heritage techniques, agricultural cuisine, and seasonal ethics. Concurrently, audience interactions extend beyond emotional healing and daily relaxation: they encompass professional learning, cultural education, and cross-contextual dissemination. At the decoding level, audiences form four distinct decoding patterns—pleasure, reflection, empathy, and skepticism—each influenced by cultural memory, emotional experience, cognitive transfer, and platform mechanisms.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yuting Song
PY  - 2025
DA  - 2025/12/31
TI  - Basketball Culture Content and Fan Identity in the Digital Media Era: YouTube as the Example
BT  - Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)
PB  - Atlantis Press
SP  - 812
EP  - 821
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-511-9_94
DO  - 10.2991/978-2-38476-511-9_94
ID  - Song2025
ER  -