THE ROLE OF NEW MEDIA IN RESHAPING TRADITIONAL CHINESE MARRIAGE CUSTOMS: A CASE OF STUDY OF THE ‘CRYING MARRIAGE’

“Crying at Weddings,” a traditional Chinese wedding custom, has been reshaped by new media in the digital era. This study examines how millennials, as digital natives, reinterpret this ritual through a content analysis of Douyin videos and interviews. The findings reveal that digital platforms serve as cultural mediators, enabling rituals to be adapted and shared in innovative ways. Millennials navigate the balance between tradition and modernity by incorporating personal elements and digital aesthetics. These practices highlight the evolving role of digital media in cultural preservation and innovation, offering insights into cultural exchange and policy development in the digital age.