Author(s)

Tingyu Lan ¹

Affiliation(s)

¹ School of Liberal Arts, University of Sanya, Sanya, 572000, China

Corresponding Author

Tingyu Lan

ABSTRACT

The present study examines two aspects of popular Chinese language learning videos on TikTok, namely content features and dissemination mechanisms. The study builds on the Uses and Gratifications Theory and algorithmic gatekeeping theory and uses content analysis to explore the thematic and stylistic features of the high-engagement Mandarin instruction videos. The results show that there are significant differences in engagement between videos that are both humorous and include culturally relevant content, visuals, and tonal demonstrations, and videos of straight instructional content. A content-dissemination model is proposed that demonstrates how content properties affect the reach through the TikTok recommendation system. The study contributes to communication scholarships by offering an integrated model for the comprehension of informal language learning on short-video platforms.

KEYWORDS

Chinese Language Learning; Short-form Video; Content Analysis; Dissemination Mechanisms; Uses and Gratifications Theory

CITE THIS PAPER

Tingyu Lan. Analysis of Content Features and Dissemination Mechanisms of Popular Chinese Language Learning Videos on TikTok. Media and Communication Research (2026). Vol. 7, No. 2, 48-59. DOI: http://dx.doi.org/10.23977/mediacr.2026.070206.

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