From “Otherness” to “Intercultural Mutualism”: A study on media discourse strategies and intercultural communication of Rose on Douyin

Abstract

This study examines the transformative potential of short video platforms in reshaping cross-cultural narratives through the case of Rose, an African woman who married into a rural Chinese family and gained prominence on Douyin. By analyzing her video content and audience interactions, the research explores how Rose employs media discourse strategies to deconstruct stereotypical “otherness” and foster intercultural mutualism. Utilizing multimodal discourse analysis and digital ethnography, the study identifies three core mechanisms: (1) the construction of a hybrid cultural identity that deconstructs binaries through multimodal storytelling, critically leveraging Douyin’s visual-centric and editing affordances; (2) the cultivation of empathetic engagement that transcends algorithmic intimacy to foster transcultural solidarity by navigating the platform’s “emotional economy”; and (3) the tactical negotiation of Douyin’s algorithmic governance to balance visibility with cultural authenticity. Findings reveal that Rose’s videos construct a “third space” where cultural differences are negotiated through everyday practices, a process fundamentally mediated and shaped by the platform’s technical and cultural logics. This case illustrates the potential of grassroots creators to challenge deeply ingrained stereotypes within the specific constraints and opportunities of platform mediation, advancing a dynamic process of mutual becoming.