The Impact of Chinese Learning Promotion Strategy on Young Viewers of DAAI TV Indonesia

Guan Nan, Jenifer Djingga

Abstract


In the context of globalization, the importance of Chinese as an international language has become increasingly prominent. The deepening of relations between Indonesia and China has made Chinese learning an important need for the younger generation. As an important media for promoting Chinese learning in Indonesia, DAAI TV has implemented the promotional strategy of "entering the world of young people" through social media platforms (such as TikTok and Instagram) and offline activities (such as Chinese competitions). This study adopts a mixed research method, combining interviews and questionnaires, to analyze DAAI TV's media strategy and its impact on young Indonesian audiences. The results show that Instagram is the most popular promotional platform for young audiences. Trailer short videos, social media competitions and offline Chinese competitions have a significant effect on stimulating interest in Chinese learning. It is recommended that DAAI TV optimize the reward mechanism and strengthen interaction to further enhance its attractiveness.


Keywords


Chinese learning; social media; promotional strategies; Generation Z; Indonesia

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