The Impact of Social Media on the Promotion of Traditional Culture: A Case Study of the Horse-Face Skirt

Abstract

 With the rapid development of social media, the ways in which traditional culture is presented and received through modern communication methods have undergone significant changes. This paper takes the horse-face skirt, a traditional garment, as the subject of study to explore the impact of social media on the dissemination of traditional culture. Using the method of content analysis, this study reviews recent cases of the horse-face skirt on social media platforms (such as Tiktok, Xiaohongshu, Instagram, etc.) to analyze the reasons for its rise, its dissemination characteristics, and its impacts. The study finds that social media, through visual and interactive means of communication, has successfully expanded the audience for traditional clothing and enhanced cultural identity. However, it has also revealed problems such as excessive commercialization and cultural misinterpretation. The study argues that while promoting the commercialization of the “horse-face skirt”, it is also necessary to deepen the exploration and inheritance of its cultural essence, in order to achieve a healthy interaction between culture and commerce. This research provides a reference for the dissemination path of traditional culture in the new media environment and offers insights into the communication strategies of related cultural products.