Category: Cultural and Media Studies


YouTube Shorts as the Inner Dynamic of Strategically Changes to Channel Owners

This study explores Shorts as a dynamic of propelling changes within the inner ecosystem of YouTube and interprets relations by analyzing the discourse surrounding the launch of YouTube Shorts from the collected YouTuber episodes in Taiwan. Institutionally, native video content producers on YouTube have continuously adapted to regulatory conditions from platforms before Shorts and concerning


Influencer Entrepreneurial Branding: Exploring the Relationship Dynamic Between Micro-Influencers and Creative Agencies

It is undeniable that influencer marketing plays a distinctive role in the world of social media and advertising; in particular, the value and impact of micro-influencers have been highlighted in recent years. Throughout the years, we have always seen creative agencies play the middleman role by connecting influencers with brands for collaboration, but as influencers


Resistance in the Transnational Sinophone Mediascape: A Textual Analysis of Namewee’s YouTube Music Video Fragile and its Fan Discourse

With China’s pervasive internet censorship within its borders, the global Sinophone mediascape outside of China has constructed an important site for ethnic Chinese groups worldwide to voice discontent against the powerful authoritarian state. On October 15, 2021, Malaysian Chinese rapper-songwriter Namewee released Fragile, a Mandarin-language music video on YouTube featuring Australian Chinese singer Kimberley Chen.


Unboxing the Addictive Blind Boxes: Investment, Social Enculturation, and Authorial Control Through Mediated Collection, Exchange and Resale of Figurines

This article situates the “Blind Box” consumption, collection and prosumption practices in China within globalisation and media mix, which is to consume and resell media merchandises and toys in opaque packages as probability goods. We re-centre the focus of consumer culture studies to the then much neglected “missing child” and now the “emerging adult” in


Traveling Cultural Heritage in the Age of TikTok

The case of Hongyadong from China shows that TikTok as a digitally mediated form of judging, not only differentiates itself from traditional static, user-focused SNS platforms such as Instagram in terms of destination orientation but also redefines what cultural heritage is and transforms itself into a collective memory of the digital performance. Among TikTok’s criteria,


A Study of Consumers Purchasing Factors Through Facebook Online Live Streaming: Taking Sales of Clothing for Example

Owing to the rise of online live streaming in recent years, many socializing platforms successively introduce the live streaming services that blew up the fad of live streaming. This situation not only brings overnight fame to a lot of online ordinary people but also develops a new business model which combined ecommerce with digital marketing.


A Study on the Purchase Factors of Mobile Game Loot Box – Taking Tower of Saviors as an Example

With the rapid development of smart phones, nearly 70% of Taiwan’s population currently owns smart phones, and nearly 90% of Google Play users have access to mobile Internet. With the integration of smart phones into people’s lives, they also drives the demand for APP applications.The needs of the program. The game-related APP is currently the


Minority Representation and the Media Studies

This research examines the question of minority representation and discourse expanding Stuart Hall’s identity theory. Representation of identity changes the surface through articulation to different signification and sometimes expands the range witch connotes in the course of history. In this research, this importance of the changes in minority representation will be discussed. Stuart Hall, a


Are We on the Same Jobsite? Expectations of Millennial Students vs. Construction Industry Employees

Many organizations face the challenge of integrating diverse generations in a workplace. With the retirement of a large number of Baby Boomers (60+ years) and the current intake of Millennials (20-33 years) in the workplace, organizations are facing a challenge to attract and retain the millennial generation. This paper presents a research pilot study investigating