Research on Communication Strategies for Integrating Excellent Traditional Chinese Culture into Ideological and Political Education in Dongguan Universities within the Short-Video Era

Abstract

This study examines the communication strategies for integrating excellent traditional Chinese culture (ETCC) into ideological and political education (IPE) in Dongguan universities within the short-video era. Employing a questionnaire survey of 247 university students, the research analyzes students’ short-video usage behaviors, exposure to cultural and ideological content, perceptions of communication effectiveness, and participation intentions through quantitative statistical methods. The findings indicate that short-video platforms have become a primary channel for students’ media consumption and demonstrate significant potential for enhancing cultural identity and value recognition. However, challenges remain, including insufficient content depth and systematicity, a mismatch between communication formats and youth aesthetic preferences, and underdeveloped collaborative production mechanisms. Based on communication theory, IPE theory, and youth culture perspectives, this study proposes strategies emphasizing content optimization, format innovation, and multi-actor collaboration. The research contributes empirical evidence for improving digital communication models of IPE and provides practical implications for universities seeking to promote culturally grounded education in the new media environment.