Abstract This study examines how traditional Chinese painting (guohua) is framed and diffused through two major Chinese short-form video platforms: Douyin and Red Note. Drawing on framing theory and diffusion of innovations theory, the research examines how narrative and visual framing strategies shape user engagement and content diffusion in digital heritage communication. A dataset of 1,642 videos was collected and coded, and statistical analyses were conducted to test four hypotheses related to framing type, engagement, diffusion, and platform moderation. Results reveal that Douyin predominantly uses entertainment-oriented frames, while Red Note emphasizes educational and esthetic framings. In addition, educational and culturally symbolic content generates significantly higher levels of engagement and broader diffusion than purely performative content, with these effects being especially pronounced on Red Note. These findings highlight the role of platform-specific affordances in shaping the communication of traditional art and provide practical insights for creators and cultural institutions aiming to balance authenticity with algorithmic visibility.
Xu et al. (Fri,) studied this question.