Chenhui Yuan

The formation and negotiation of hybrid identity: A multimodal discourse analysis of Chinese intangible cultural heritage vloggers' videos on Douyin

This study examines how intangible cultural heritage (ICH) vloggers on Douyin negotiate hybrid identities under platform pressures. Integrating Multimodal Discourse Analysis (MDA) with Integrative Identity Negotiation Theory (IINT), we propose a Platform-Based Integrative Identit...