Digital Mediation of Cultural Traditions: A Comparative Analysis of Chinese and Kazakhstani Online Media

Abstract

This paper examines how cultural traditions are presented and how they evolve under the influence of digital technology, with a focus on mainstream online media in China and Kazakhstan. The content challenges the view that cultural traditions are static cultural entities, emphasizing their fluidity and transmission across different media, as well as their constant reinterpretation in the process. The text data is drawn from representative media reports in China and Kazakhstan from 2022 to 2025. The research employs qualitative analysis, including discourse analysis and framing analysis, to identify recurring patterns in the reports. Through comparative analysis, the study examines in detail how digital practices, including virtual exhibitions, digital preservation projects, and the development of online cultural products, are integrated into broader narrative frameworks.

The results indicate that approaches to cultural traditions are no longer confined to the realm of preservation, with significant differences in emphasis across different media environments. Chinese media often link cultural traditions to historical narratives, embedding them in new visual forms and interactive expressions while utilizing digital technologies for exhibition or entertainment purposes. In contrast, Kazakhstani media place greater emphasis on the visibility of cultural traditions and the efficiency of platform-based dissemination, focusing on the organization and dissemination of cultural heritage materials rather than profound cultural innovation.

Therefore, digital technology is not the sole driver of cultural transformation; it is influenced by multiple factors. The preservation and reshaping of cultural traditions require consideration of various factors and the employment of diversified strategies. Through a multi-perspective analysis, digital media facilitates an understanding of platform-mediated cultural exchange and offers a more nuanced perspective on the evolution of cultural traditions in contemporary media environments. The contribution of this article lies in its adoption of a cross-cultural comparative perspective, which elucidates the diverse pathways through which cultural traditions are presented and transformed in the digital media environment. The findings also provide media practitioners and cultural institutions with an objective reference for formulating digital strategies for cultural expression and dissemination, and offer new evidential support for analyzing the construction of cultural meaning in platform-based contexts.