@article{10.11648/j.hss.20251305.17,
  author = {Zhou Zou and Natirath Weeranakin and Ratanachote Thienmongkol},
  title = {A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts
},
  journal = {Humanities and Social Sciences},
  volume = {13},
  number = {5},
  pages = {467-475},
  doi = {10.11648/j.hss.20251305.17},
  url = {https://doi.org/10.11648/j.hss.20251305.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20251305.17},
  abstract = {The rapid rise of short video platforms such as Douyin, Kuaishou, and Bilibili has transformed patriotic communication in China, particularly among Generation Z. While these platforms have been widely adopted for civic education and national identity construction, their effectiveness in multi-ethnic regions such as Guangxi remains underexplored. This study proposes and validates the DCS-CAB communication model, which integrates Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S) as content-side elements, and maps them onto the audience-side responses of Cognition (C), Affect (A), and Behavior (B). A mixed-methods approach was employed. First, five representative patriotic short videos—ranging from institutional productions to user-generated content—were analyzed to trace distinct DCS→CAB pathways. Second, a large-scale survey involving 500 respondents from Guangxi’s ethnically diverse border regions was conducted to quantitatively validate the model. The questionnaire measured audience cognition (e.g., content understanding, knowledge gain), affect (e.g., pride, empathy, national identity), and behavior (e.g., willingness to share, discuss, or co-create patriotic videos). Findings indicate that 72% of respondents reported enhanced understanding of national achievements (Cognition), 81% felt proud when cultural elements were included (Affect), and 63% expressed willingness to share such videos (Behavior). Narrative clarity was found to strengthen cognitive engagement, cultural symbols significantly enhanced affective resonance, and hybrid strategies combining narrative and cultural elements produced stronger behavioral outcomes such as sharing and discussion. Semiotic encoding further amplified emotional immersion when aligned with local cultural preferences. By integrating qualitative case analysis with large-scale survey data, this study provides robust validation of the DCS-CAB model. By triangulating qualitative and quantitative evidence, this study demonstrates both the explanatory power and practical applicability of the DCS-CAB model.
},
 year = {2025}
}

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TY  - JOUR
T1  - A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts

AU  - Zhou Zou
AU  - Natirath Weeranakin
AU  - Ratanachote Thienmongkol
Y1  - 2025/09/25
PY  - 2025
N1  - https://doi.org/10.11648/j.hss.20251305.17
DO  - 10.11648/j.hss.20251305.17
T2  - Humanities and Social Sciences
JF  - Humanities and Social Sciences
JO  - Humanities and Social Sciences
SP  - 467
EP  - 475
PB  - Science Publishing Group
SN  - 2330-8184
UR  - https://doi.org/10.11648/j.hss.20251305.17
AB  - The rapid rise of short video platforms such as Douyin, Kuaishou, and Bilibili has transformed patriotic communication in China, particularly among Generation Z. While these platforms have been widely adopted for civic education and national identity construction, their effectiveness in multi-ethnic regions such as Guangxi remains underexplored. This study proposes and validates the DCS-CAB communication model, which integrates Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S) as content-side elements, and maps them onto the audience-side responses of Cognition (C), Affect (A), and Behavior (B). A mixed-methods approach was employed. First, five representative patriotic short videos—ranging from institutional productions to user-generated content—were analyzed to trace distinct DCS→CAB pathways. Second, a large-scale survey involving 500 respondents from Guangxi’s ethnically diverse border regions was conducted to quantitatively validate the model. The questionnaire measured audience cognition (e.g., content understanding, knowledge gain), affect (e.g., pride, empathy, national identity), and behavior (e.g., willingness to share, discuss, or co-create patriotic videos). Findings indicate that 72% of respondents reported enhanced understanding of national achievements (Cognition), 81% felt proud when cultural elements were included (Affect), and 63% expressed willingness to share such videos (Behavior). Narrative clarity was found to strengthen cognitive engagement, cultural symbols significantly enhanced affective resonance, and hybrid strategies combining narrative and cultural elements produced stronger behavioral outcomes such as sharing and discussion. Semiotic encoding further amplified emotional immersion when aligned with local cultural preferences. By integrating qualitative case analysis with large-scale survey data, this study provides robust validation of the DCS-CAB model. By triangulating qualitative and quantitative evidence, this study demonstrates both the explanatory power and practical applicability of the DCS-CAB model.

VL  - 13
IS  - 5
ER  - 

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