Intercultural Empathy in New Media Communication of Intangible Cultural Heritage

South China University of Technology, Guangzhou, Guangdong Province, People’s Republic of China

^* Corresponding author: 202030591194@mail.scut.edu.cn

Abstract

Grandpa Amu’s videos have gained sustained attention from many overseas audiences on international social media platforms, becoming a representative case of cross-cultural communication. The article takes the comments on Grandpa Amu’s videos on the YouTube platform as the research object and uses keyword analysis, sentiment analysis, and co-occurrence network analysis to analyze text data from overseas users. The goal is to study the effects of cross-cultural empathic communication. It found that Grandpa Amu, ICH skills, and Chinese traditional culture are the focus. Emotional perception is primarily neutral and positive, involving emotional bonds between people, human wisdom embodied in skills, and the human spirit encapsulated in traditional culture being the main objects of empathy. Based on the communication effect and overseas user feedback of Grandpa Amu’s videos on the YouTube platform, this article provides practical insights for cross-cultural communication from the perspective of empathy.