Research on Communication Power of Cross-Cultural Short Video Based on Qualitative Comparative Analysis

With the continuous cultural communication of Internet bloggers on overseas platforms, exploring the influential factors of short videos on cultural communication became more meaningful. Taking 10 Chinese culture-related bloggers on the YouTube platform as the research object, this paper filters 10 conditional variables from the aspect of the communication attributes of videos and obtains the combination of multiple concurrent factors affecting the communication effect of cross-cultural bloggers on YouTube by using the Qualitative Comparative data configuration analysis. By using this method, the paper explores the multiple concurrent causal mechanisms that lead to the strong communication power of cross-cultural bloggers on YouTube from the perspective of communication, which is a beneficial supplement to the current issues related to the effect of short videos on overseas cultural communication.