ORIGINAL RESEARCH article
Front. Commun.
Sec. Media, Creative, and Cultural Industries
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1537640
Factors Influencing Chinese Folk Music Transmission Via the Douyin Short Video Platform: A Grounded Theory Perspective
Provisionally accepted
Runnan Zou1
Liping Jiang2*- 1UCSI University, Kuala Lumpur, Malaysia
- 2Guangdong Mechanical and Electrical Polytechnic, Guangzhou, China
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Given the popularity of the Internet and short video platforms, the transmission of folk music has undergone significant transformation in the digital age; however, research has not kept pace with modernisation. This study entailed qualitative interviews with 20 folk music fans and two music bloggers in Douyin. The collected data were analysed using a grounded theory approach. The study aimed to identify the key factors affecting folk music transmission. The findings indicated a significant impact on folk music transmission of macroscopic level factors such as social culture and technological innovation. Additional influencing factors at the mesoscopic level were the platform's characteristics and transmission form and content. The influencing factors at the microscopic level were fan and blogger characteristics. This research not only enhances the theoretical understanding of folk music transmission on digital platforms but also provides practical insights for creators and platform planners. Specifically, the study highlights the importance of integrating high-quality content, innovative elements, and platform-specific characteristics.
Keywords: Chinese folk music, Douyin platform, Transmission factors, grounded theory, Practical Insights
Received: 01 Dec 2024; Accepted: 20 May 2025.
Copyright: © 2025 Zou and Jiang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Liping Jiang, Guangdong Mechanical and Electrical Polytechnic, Guangzhou, China
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