Analyzing Video Communication Strategies of Chinese International Student Vloggers from a Cross-Cultural Perspective

The number of vloggers identified as Chinese international students on social media has been steadily increasing in recent years. This can be attributed to two key factors. Firstly, the growth of the international education industry has provided more opportunities for Chinese students to study abroad and gain firsthand experience of foreign cultures. Secondly, the popularity of social media platforms in China has encouraged individuals to create diverse content, including vlogs. These Chinese international students have gained popularity as content creators on Bilibili. Through their vlogs, they act as cultural ambassadors, providing relatable guidance for audiences to explore and comprehend the similarities and differences between foreign cultures and their own. This study focuses on five influential vloggers who identify as international students on Bilibili, analyzing the language, themes, and characteristics of their top ten-ranked videos. The findings indicate that these vlogs utilize a combination of languages, tackle youthful themes, and explore socially relevant topics to elucidate cross-cultural content, and both highlight and bridge the challenges in cross-cultural communication.