The Localization, Translation, and Dissemination Effectiveness of Overseas Popular Culture: A Case Study of Michael Jackson’s Content on Xiaohongshu

Abstract

The localized dissemination of overseas pop culture is an important issue in cross-cultural communication. Existing research has largely focused on macro-level cultural flows, with insufficient attention paid to the translation practices driven by social media users. This article takes Michael Jackson’s content as a case study for its dissemination on Xiaohongshu. Relying on first-hand data from the author’s operation of a popular fan account, and employing content analysis, participant observation, and data mining methods, it explores the mechanisms and effectiveness pathways of the localized translation of overseas pop culture symbols on domestic social platforms. The study finds that the account’s audience is predominantly young women, challenging traditional stereotypes about audience demographics. The viral videos achieve highly effective dissemination through emotional activation, locally relevant storytelling, and community feedback, forming a progressive logic of “emotional hook—circle-layer penetration—user conversion.” This article constructs a dual-perspective model of translation effectiveness, providing micro-level empirical support for understanding Generation Z’s cultural consumption patterns and optimizing cross-cultural communication strategies.