Cultural tariffs: platformed visibility and algorithmic boundaries of intercultural exchange

Abstract Purpose This study examines how Chinese social media platform RedNote and the Ne Zha film franchise mediate cross-cultural communication, specifically how algorithmic curation, cultural narratives, and diasporic perspectives shape visibility and interpretation. Design/methodology/approach Using a mixed-method approach, the study combines hashtag analysis with in-depth interviews with Chinese and diasporic users, developing a cultural tariff framework of affective resonance, cultural commodification, cultural knowledge, and cultural empathy, to explain layered barriers in cultural circulation. Findings RedNote functioned as a hybrid space where marketing, politics, and personal interests shaped visibility. Affective resonance explained Ne Zha’s emotional force but also revealed divides in reception. Commodification privileged marketable, politically aligned content. Cultural knowledge highlighted that perceptions are rooted in childhood imprints but never static, as reimagination and fandom practices reshape and extend meanings. Cultural empathy diverged by positionality, as domestic audiences affirmed pride, whereas diasporic interviewees reflected on representativeness and recognition. Practical implications The layered model explained how cultural tariffs define both the possibilities and limits of Chinese cultural products crossing borders. For creators, platforms, and policymakers, this calls for intercultural strategies beyond translation, emphasizing collaboration, mutual adaptation, and sensitivity to political and algorithmic filters. Social implications The study highlights how cultural products like Ne Zha can serve as bridges for intercultural understanding, while also revealing structural barriers rooted in nationalism, censorship, and unequal global media hierarchies. Originality/value This research introduces the concept of cultural tariffs to analyze digital and mass media circulation, offering a new framework for understanding intercultural communication, digital diasporas, and Chinese soft power in a contested global media ecosystem.