Yin Ying 1*, Mudiarasan Kuppusamy 2, Benjamin Chan Yin Fah 3
1 University of Cyberjaya, Malaysia
2 Professor, University of Cyberjaya, Malaysia
3 Professor, University Tun Abdul Razak, UNIRAZAK, Malaysia
* Corresponding author email: yy8634889@gmail.com
Abstract
In the age of the Internet, the development of new media has broadened the channels for civilizational exchange. Overseas Chinese play an important role in bridging the gap between Chinese and foreign cultures because of their natural affinity with the Chinese people, who share the same roots and ethnicity. Based on the theory of use and satisfaction, the research analysed the content of notes published by ten overseas Xiaohongshu APP accounts from January 1, 2022 to January 1, 2023, and found that the notes were mainly about life topics, which satisfied users’ social, emotional, practical and cognitive needs to varying degrees. The content of the website has been analysed and found to be social, emotional, practical, and cognitive.
Keywords: Cultural exchange, Xiaohongshu, Users
DOI: https://doi.org/10.59857/MTAO4047
