ISSN: 2222-6990
Open access
This study examines the phenomenon of cross-cultural communication following the migration of American users to Xiaohongshu in the wake of the TikTok ban. As an increasing number of American users join Xiaohongshu, the platform has not only become a new gateway for them to explore Chinese culture but has also facilitated interactions and cultural exchanges between Chinese and American users. The findings indicate that American users establish connections with Chinese users and gradually integrate into Xiaohongshu’s social ecosystem through language adaptation, lifestyle sharing, and cultural experience exchanges. Drawing on Communication Accommodation Theory, this study analyses the communication strategies employed in cross-cultural interactions. It reveals that most users adjust their language and interaction styles to enhance cross-cultural understanding and foster cultural identity. Furthermore, Xiaohongshu’s recommendation algorithms and interactive features play a crucial role in promoting cultural dissemination. However, due to differences in communication styles and social habits, some users face challenges in the adaptation process, where mismatched expressions may lead to misunderstandings or cultural friction. Overall, this study argues that Xiaohongshu, as an emerging social media platform, provides a new model for cross-cultural communication, demonstrating the potential of social media to connect diverse cultural groups in the context of globalisation.
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