Digital narratives of tradition: an exploratory study of Chinese New Year intangible cultural heritage on YouTube

Intangible cultural heritage involves identity-forming practices and unique wisdom but includes severe challenges in terms of inheritance and protection because of limited accessibility. The development of the internet has reshaped the way in which messages are presented. Long online video platforms such as YouTube can help media content reach a larger population; thus, investigating how to achieve a better video effect on YouTube is essential. In this study, the ways that humour and storytelling framing occurred in 281 Chinese New Year-related YouTube videos are analysed and categorised into traditional ceremonies, traditional cuisine and traditional clothing and decorations. The results reveal that while traditional ceremonies were the most frequently depicted, videos showcasing traditional clothing and decorations achieved the highest levels of engagement in terms of views, likes, and comments. Humour emerged as a strong predictor of viewer interaction but was associated with lower comment sentiment, which suggests a trade-off between entertainment and cultural authenticity. Storytelling had a weaker effect on visibility metrics but was positively correlated with emotional tone in audience responses, particularly when it was paired with cuisine or ceremonial content. This study highlights the importance of strategic framing in enhancing both the reach and resonance of intangible cultural heritage on digital platforms.