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

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!

1. Which country/region do you currently reside in?

2. What is your age group?

请选择

3. Have you ever watched short videos about Chinese culture before?

YesNo

4. Have you ever heard of Shanghai's Intangible Cultural Heritage (ICH) before this survey?

Yes, very familiarYes, somewhat familiarNo, not at all

5. Through which channels have you watched short videos (select all that apply)?

TikTok/DouyinYouTubeInstagram ReelsFacebook WatchSnapchat SpotlightOther social media platforms

6. How often do you watch short videos in your daily life?

Several times a dayOnce a daySeveral times a weekOnce a weekLess than once a weekNever

7. How interested are you in the following types of Shanghai ICH content in short videos?

Not interested at all
Slightly interested
Moderately interested
Very interested
Extremely interested

Traditional folk music (e.g., Shanghai opera)

Traditional dance

Traditional craftsmanship (e.g., jade carving, wood carving)

Traditional festivals and customs

Folk stories and legends

Traditional cuisine production techniques

8. If you come across a short video about Shanghai ICH, how likely are you to click and watch it?

Very unlikelyUnlikelyNeutralLikelyVery likely

9. Please rate your agreement with the following statements about Shanghai ICH short videos you have viewed. (1=Strongly disagree, 5=Strongly agree)

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Shanghai ICH short videos are visually appealing

Shanghai ICH short videos are easy to understand

Shanghai ICH short videos can help me learn about Chinese culture

Shanghai ICH short videos are entertaining

Shanghai ICH short videos are informative

10. What is your preferred duration for Shanghai ICH short videos?

Less than 30 seconds30-60 seconds1-3 minutes3-5 minutesMore than 5 minutes

11. What elements do you think are important for an engaging Shanghai ICH short video (select all that apply)?

Clear and concise explanationAttractive visuals and editingInteresting storytellingBackground music that fits the themeSubtitles in EnglishInteraction with the audience (e.g., questions, challenges)

12. After watching a Shanghai ICH short video, how likely are you to share it with others?

Very unlikelyUnlikelyNeutralLikelyVery likely

13. How much do you think short videos can promote the inheritance and development of Shanghai ICH?

Not helpful at allSlightly helpfulModerately helpfulVery helpfulExtremely helpful

14. What do you think are the main advantages of using short videos to promote Shanghai ICH to foreign audiences?

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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