Digital Storytelling and Cultural Soft Power: A Case Study of Liziqi's YouTube Channel and Global Promotion of Chinese Culture

Abstract

This study selected the quantitative approach, using purposive sampling to distribute a structured questionnaire through the Questionnaire Star to 400 international viewers of Liziqi's YouTube channel.The analysis method selects descriptive statistics, correlation analysis and multiple regression to study the relationship between digital storytelling elements and cultural soft power results.The research data confirmed Research Hypothesis 1 and Research Hypothesis 2, namely that the digital narratives in Liziqi's YouTube channel not only deepened viewers' understanding of Chinese culture but also promoted global cultural exchange through audience interaction. These findings highlight the strategic potential of digital media as a tool for cultural exchange and the development of soft power. This study established an independent variable IV: Digital Storytelling on Liziqi's YouTube Channel and its five elements: Visual Aesthetics, Traditional Cultural Elements, Narrative Techniques, Emotional Engagement, and Platform Accessibility, as well as two dependent variables: DV1: Cultural Soft Power and DV2: International Viewer Engagement, Perception, and Behaviour, to explore the critical role of Liziqi's digital storytelling in shaping a positive image of traditional Chinese culture, highlighting the role of digital storytelling in enhancing Chinese cultural soft power. This study recommends that institutions and creators should recognise the value of digital storytelling as a tool for cultural diplomacy. Future research could adopt a comparative approach to further explore its role in enhancing cultural soft power and promoting global cross-cultural exchange.

Keywords: Digital storytelling, cultural soft power, YouTube, Chinese culture, Liziqi, international communication