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This chapter presents the book’s comparative core: a cross-platform study of TikTok and YouTube. Using a mixed-methods approach, it combines manual content analysis with AI-assisted sentiment analysis of over thousands of user comments across politically sensitive keywords. The results reveal systematic differences: TikTok tends to skew toward positive portrayals of China and critiques of Western hypocrisy, while YouTube displays more critical perspectives. The chapter highlights how algorithms, moderation rules, and engagement cues like pinned comments shape discourse differently across platforms. In doing so, it shows how platforms themselves become agents of soft power, mediating what global audiences watch and share.

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Competing Platforms: TikTok, YouTube, and the Battle for Perception

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  • 发表日期：

    2026年

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  • Shaoyu Yuan

摘要

This chapter presents the book’s comparative core: a cross-platform study of TikTok and YouTube. Using a mixed-methods approach, it combines manual content analysis with AI-assisted sentiment analysis of over thousands of user comments across politically sensitive keywords. The results reveal systematic differences: TikTok tends to skew toward positive portrayals of China and critiques of Western hypocrisy, while YouTube displays more critical perspectives. The chapter highlights how algorithms, moderation rules, and engagement cues like pinned comments shape discourse differently across platforms. In doing so, it shows how platforms themselves become agents of soft power, mediating what global audiences watch and share.