Research on the use of social media to break the information cocoon of niche cultures

Hangzhou Foreign Language School, Hangzhou, Zhejiang, 310024, China

^* Corresponding author: cwgao@zzjc.edu.cn

Abstract

This study explores the role of TikTok as a platform for promoting Chinese Intangible Cultural Heritage (ICH), with a particular focus on traditional Chinese operas such as Huangmei, Yue, and Shanghai operas. Despite the digitalization efforts and the potential of new media platforms, these operas have struggled to gain significant traction on TikTok, largely due to the platform’s algorithmic that reinforces information cocoons. The research examines the audience demographics of TikTok influencers who focus on these operas, revealing that the followers are predominantly older adults. To target younger audiences, the study also makes a comparison between musical theatre and Chinese operas in terms of their dissemination. This comparison emphasizes the importance of creative content creation and smart use of social media algorithms. The study intends to improve Chinese ICH’s online visibility and preservation by examining the present issues and offering solutions for bursting the “information cocoon,” assuring its sustained development in the digital era.