Survey on Foreign Audiences' Cognition and Acceptance of Shanghai Intangible Cultural Heritage S

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This questionnaire aims to understand your cognition and acceptance of short videos about Shanghai's Intangible Cultural Heritage (ICH). Your participation is voluntary and all responses will be kept confidential. Please answer the questions based on your actual situation. Thank you for your support!
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1.
Which country/region do you currently reside in?
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2.
What is your age group?
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3.
Have you ever watched short videos about Chinese culture before?
Yes
No
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4.
Have you ever heard of Shanghai's Intangible Cultural Heritage (ICH) before this survey?
Yes, very familiar
Yes, somewhat familiar
No, not at all
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5.
Through which channels have you watched short videos (select all that apply)?[Multiple]
TikTok/Douyin
YouTube
Instagram Reels
Facebook Watch
Snapchat Spotlight
Other social media platforms
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6.
How often do you watch short videos in your daily life?
Several times a day
Once a day
Several times a week
Once a week
Less than once a week
Never
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7.
How interested are you in the following types of Shanghai ICH content in short videos?
Not interested at allSlightly interestedModerately interestedVery interestedExtremely interested
Traditional folk music (e.g., Shanghai opera)
Traditional folk music (e.g., Shanghai opera)
Traditional dance
Traditional dance
Traditional craftsmanship (e.g., jade carving, wood carving)
Traditional craftsmanship (e.g., jade carving, wood carving)
Traditional festivals and customs
Traditional festivals and customs
Folk stories and legends
Folk stories and legends
Traditional cuisine production techniques
Traditional cuisine production techniques
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8.
If you come across a short video about Shanghai ICH, how likely are you to click and watch it?
Very unlikely
Unlikely
Neutral
Likely
Very likely
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9.
Please rate your agreement with the following statements about Shanghai ICH short videos  you have viewed. (1=Strongly disagree, 5=Strongly agree)
Strongly disagreeDisagreeNeutralAgreeStrongly agree
Shanghai ICH short videos are visually appealing
Shanghai ICH short videos are visually appealing
Shanghai ICH short videos are easy to understand
Shanghai ICH short videos are easy to understand
Shanghai ICH short videos can help me learn about Chinese culture
Shanghai ICH short videos can help me learn about Chinese culture
Shanghai ICH short videos are entertaining
Shanghai ICH short videos are entertaining
Shanghai ICH short videos are informative
Shanghai ICH short videos are informative
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10.
What is your preferred duration for Shanghai ICH short videos?
Less than 30 seconds
30-60 seconds
1-3 minutes
3-5 minutes
More than 5 minutes
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11.
What elements do you think are important for an engaging Shanghai ICH short video (select all that apply)?[Multiple]
Clear and concise explanation
Attractive visuals and editing
Interesting storytelling
Background music that fits the theme
Subtitles in English
Interaction with the audience (e.g., questions, challenges)
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12.
After watching a Shanghai ICH short video, how likely are you to share it with others?
Very unlikely
Unlikely
Neutral
Likely
Very likely
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13.
How much do you think short videos can promote the inheritance and development of Shanghai ICH?
Not helpful at all
Slightly helpful
Moderately helpful
Very helpful
Extremely helpful
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14.
What do you think are the main advantages of using short videos to promote Shanghai ICH to foreign audiences?
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15.
What suggestions do you have for improving the production and dissemination of Shanghai ICH short videos to better attract foreign audiences?
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