Decoding truths in digital interculturality: A case study on Australian influencers on Chinese social media platforms

Abstract

In the era of digital globalisation, social media has become a key platform for cultural exchange, with international influencers playing a pivotal role. Particularly, those on Chinese platforms mediate between different cultures while appealing to a broad audience. Their influence in shaping cultural narratives is significant, yet academic exploration into their strategies and audience reception in China remains shallow. Adopting a postmodernist approach, this chapter critically examined the approaches adopted by Australian influencers on Chinese social media platforms and their reception by Chinese audiences. This chapter was guided by two research questions: (1) How do international influencers on Chinese social media platforms construct their cultural narratives in line with postmodern notions of truth? (2) How do Chinese audiences receive, interpret, and respond to these narratives presented by international influencers? Employing a qualitative approach, the researchers employed photovoice interviews and content analysis to dissect influencers’ strategies and narrative structures. This chapter reveals the complex influence of Australian influencers on Chinese social media, emphasising their role in cultural exchange through insights into slang, accent, and workplace culture. It acknowledges scepticism about the authenticity of these portrayals, highlighting the dynamics of truth construction between Chinese audiences and foreign influencers on social media.