Neglected Digital Cultural Diplomacy: Transnational Dissemination Challenges and Strategic Pathways for China's Intangible Cultural Heritage Micro-Short Dramas in Malaysia

Abstract

As globalization becomes increasingly mediated by digital technologies, cultural diplomacy increasingly relies on online audiovisual formats to communicate national identity, cultural memory, and heritage to transnational audiences. This paper examines the dissemination challenges and potential of Chinese intangible cultural heritage (ICH) micro-short dramas in Malaysia, a Southeast Asian country with deep historical and cultural ties to China. Adopting an exploratory qualitative design, the study draws on eight semi-structured interviews and a supplementary qualitative content analysis of selected ICH-related micro-short dramas. It examines how these productions may function as instruments of digital cultural and heritage diplomacy and why their wider circulation remains limited. The findings suggest that, despite their cultural significance and visual appeal, their dissemination is constrained by low visibility, insufficient localization, weak emotional and narrative resonance among the interviewed participants, language barriers, inadequate cultural translation, and fragmented institutional support. Drawing on soft power theory, cultural proximity theory, and a heritage diplomacy perspective, the study highlights the need for audience-centered, platform-specific, and collaborative approaches. It contributes context-specific insights into China-Malaysia digital media dynamics and offers practical recommendations for strengthening cross-cultural communication, policy coordination, and the transnational dissemination of Chinese digital heritage.