ESP-3628

Published

2025-08-06

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Vol. 10 No. 8 (2025): Published

Section

Research Articles

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Copyright (c) 2025 Mingsheng Lin

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How to Cite

Lin, M. (2025). The public image perception of Quanzhou Nanyin from a social psychology perspective: An analysis based on data from the Tiktok platform. Environment and Social Psychology, 10(8), ESP-3628. https://doi.org/10.59429/esp.v10i8.3628

The public image perception of Quanzhou Nanyin from a social psychology perspective: An analysis based on data from the Tiktok platform

Mingsheng Lin

Art department,International College, Krirk University,Bangkok,Thailand


DOI: https://doi.org/10.59429/esp.v10i8.3628


Keywords: Quanzhou Nanyin; intangible cultural heritage; social media; image perception

Abstract

The rapid development of social media has brought new communication channels for Quanzhou Nan Yin while also posing numerous challenges.This study explores the intrinsic mechanism of the public's perception of Quanzhou Nanyin's image from a social psychology perspective. This study selected the comment data of the 10 Quanzhou Nanyin videos with the most likes on the Tiktok platform as the research object, and using the crawler tool collected a total of 6,372 comments from the audience .Then using the Micro Word Cloud text analysis tool to analysis word frequency statistics and sentiment analysis of the comment data and reveal the public's attitudes and emotional tendencies towards Quanzhou Nanyin.The analysis results show that Quanzhou Nanyin is still concerned by many hobby groups on the Tiktok platform. The high frequency of words such as “pleasant hear” and “like” indicates that the public has a strong emotional identification with Quanzhou Nanyin. However, the analysis results also show that there are some obstacles for the audience to understand the content of Quanzhou Nanyin, and there are negative emotional feedbacks.Through the theory of social identity and emotional contagion, the study examined how public perception affects the further spread of Quanzhou Nanyin. It is suggested that in the process of protecting the most fundamental values of culture, design more interactive and educational communication methods, stimulate positive emotions among the public, shape public attitudes, and ensure the continuous dissemination of Quanzhou Nanyin in the era of social media.

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