The Research on the Ways of Chinese Social Media Bloggers Promoting the Spread of Hanfu Culture in China - The Case of Blogger Si Yue

This paper studies how Si Yue, as a Hanfu blogger, promotes the spread of Hanfu culture in the era of rapid development of social media. The research of this paper shows how bloggers use social media to output content to achieve the purpose of traditional culture transmission, which has a very important impact on the re-attention of ancient culture in the new Internet era. Through observation and analysis of the Douyin account of Si Yue, a well-known Hanfu blogger, it is found that the high quality of short video content and different types of content will make the audience have a sense of empathy. The success of combining traditional culture with new culture and the popularity of communication media have a very positive impact on the spread of Hanfu culture, although some negative effects are also included. For example, Hanfu culture has been abused by unscrupulous merchants to make profits. Cultural communication, social media, traditional Chinese culture, short videos.