Abstract
The rapid rise of short video platforms such as Douyin, Kuaishou, and Bilibili has transformed patriotic communication in China, particularly among Generation Z. While these platforms have been widely adopted for civic education and national identity construction, their effectiveness in multi-ethnic regions such as Guangxi remains underexplored. This study proposes and validates the DCS-CAB communication model, which integrates Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S) as content-side elements, and maps them onto the audience-side responses of Cognition (C), Affect (A), and Behavior (B). A mixed-methods approach was employed. First, five representative patriotic short videos—ranging from institutional productions to user-generated content—were analyzed to trace distinct DCS→CAB pathways. Second, a large-scale survey involving 500 respondents from Guangxi’s ethnically diverse border regions was conducted to quantitatively validate the model. The questionnaire measured audience cognition (e.g., content understanding, knowledge gain), affect (e.g., pride, empathy, national identity), and behavior (e.g., willingness to share, discuss, or co-create patriotic videos). Findings indicate that 72% of respondents reported enhanced understanding of national achievements (Cognition), 81% felt proud when cultural elements were included (Affect), and 63% expressed willingness to share such videos (Behavior). Narrative clarity was found to strengthen cognitive engagement, cultural symbols significantly enhanced affective resonance, and hybrid strategies combining narrative and cultural elements produced stronger behavioral outcomes such as sharing and discussion. Semiotic encoding further amplified emotional immersion when aligned with local cultural preferences. By integrating qualitative case analysis with large-scale survey data, this study provides robust validation of the DCS-CAB model. By triangulating qualitative and quantitative evidence, this study demonstrates both the explanatory power and practical applicability of the DCS-CAB model.
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Published in
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Humanities and Social Sciences (Volume 13, Issue 5)
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DOI
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10.11648/j.hss.20251305.17
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Page(s)
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467-475 |
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Creative Commons
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This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
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Copyright
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Copyright © The Author(s), 2025. Published by Science Publishing Group
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Keywords
Patriotic Short Videos, National Identity, Ethnic Minority Youth, Guangxi, DCS-CAB Model, Digital Narrative, Semiotics, Mixed-Methods Research
1. Introduction
In recent years, short video platforms such as Douyin (TikTok China), Kuaishou, and Bilibili have emerged as dominant channels for civic education, ideological communication, and youth engagement in China. Beyond entertainment, these platforms have become central to patriotic education campaigns, especially among Generation Z. The use of patriotic short videos reflects a broader national strategy to strengthen social cohesion, cultivate civic values, and reinforce national identity through digital media.
However, the effectiveness of these communication strategies in ethnically diverse regions such as Guangxi remains underexplored. Guangxi, as a border province with a high proportion of Zhuang and other minority populations, is characterized by cultural hybridity, local symbolism, and linguistic diversity. Traditional top-down patriotic narratives, often produced from a Han-centric perspective, may fail to resonate with minority youth, who interpret national identity through their own cultural references. This raises critical questions about how patriotic narratives can be localized, symbolically inclusive, and emotionally engaging for diverse audiences.
Existing scholarship has examined patriotic communication primarily through historical documentaries, broadcast propaganda, or policy discourse, with limited attention to digital-native formats like short videos. Moreover, few studies have developed a systematic framework that links content-side strategies—such as narrative design, symbolic representation, and audiovisual encoding—with audience-side responses including cognition, emotion, and behavior. While the Cognition-Affect-Behavior (CAB) model has been applied in advertising and political communication, it lacks adaptability to the multimodal and interactive nature of short video environments.
To address these gaps, this study proposes and validates the DCS-CAB communication model, which integrates three content-side elements—Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S)—and maps them onto the audience-side response chain of Cognition (C), Affect (A), and Behavior (B). The model is designed to capture how symbolic localization, narrative clarity, and audiovisual design shape the persuasive power of patriotic short videos in multi-ethnic settings.
This research adopts a mixed-methods approach. First, five representative short videos, ranging from official productions to user-generated content, were qualitatively analyzed to identify distinct DCS→CAB pathways. Second, a large-scale survey of 500 respondents in Guangxi’s border regions was conducted to quantitatively validate the model. The questionnaire examined how audiences cognitively processed, emotionally engaged with, and behaviorally responded to patriotic videos, allowing a direct mapping of survey results onto the DCS-CAB framework.
By combining case analysis with survey validation, this study not only advances theoretical understanding of patriotic communication but also provides empirical evidence for optimizing short video strategies in ethnically diverse regions. The findings are expected to contribute to both academic research on media persuasion and practical policymaking aimed at fostering inclusive national identity in China’s borderlands.
To address these gaps, this study proposes and validates the Digital Narrative-Cultural Symbols-Semiotic Encoding to Cognition-Affect-Behavior (DCS-CAB) communication model, which integrates three content-side elements and maps them onto the audience-side response chain.
2. Literature Review and Theoretical Framework
2.1. Digital Narrative and Identity Construction
Digital narrative theory emphasizes that storytelling in multimedia environments extends beyond linear text to include non-linear, multimodal, and affective engagement. In short video communication, digital narratives often employ montage, voice-over, rapid editing, and participatory features to construct emotionally resonant national imaginaries. Prior studies show that personalization of narrative—through localized language, dialects, or youth-centered perspectives—enhances relevance and credibility, particularly in ethnically diverse regions
| [1] | Zhou, S., Teng, J. Assessing the Impact of Rural Short Videos on the Transmission of Vernacular Culture in the Age of We-Media. BCP Education & Psychology. 2023, 8, 95-99. https://doi.org/10.54691/bcpep.v8i.4289 |
| [2] | Alonso, I., Guerra Molina, S. M., Porto Requejo, M. D. Multimodal digital storytelling: Integrating information, emotion and social cognition. Review of Cognitive Linguistics. 2013, 11(2), 369-387. https://doi.org/10.1075/RCL.11.2.10ALO |
[1, 2]
. In Guangxi, where minority youth negotiate identity through both national and cultural lenses, digital narratives provide a pathway for integrating personal stories with collective patriotic meanings. Recent research also highlights how short video platforms like TikTok enable decentralized identity performance and civic storytelling, particularly among marginalized youth communities
.
2.2. Cultural Symbols and Semiotic Anchoring
Semiotic theory explains how meaning is generated through signs and symbols. In the context of patriotic short videos, cultural symbols such as ethnic attire, traditional music, landscape imagery, and local rituals act as semiotic anchors that strengthen audience identification. When viewers encounter familiar symbols, they are more likely to feel emotionally connected, bridging ethnic pride with national pride. Recent research underscores that symbolic inclusion is especially critical for minority audiences, as it validates their cultural presence within the national narrative
. For Guangxi’s Zhuang and other ethnic groups, the use of local cultural elements in patriotic media can transform abstract nationalism into lived, relatable experiences.
2.3. Semiotic Encoding and Audiovisual Persuasion
Semiotic encoding refers to the use of audiovisual techniques—camera angles, color palettes, montage, soundtrack, and platform-native aesthetics—to enhance symbolic meaning. In short video platforms, encoding choices such as fast-paced editing, emotional background music, and visual overlays amplify immersion and emotional intensity. These techniques can sometimes bypass cognitive processing and directly trigger affective responses, as seen in user-generated viral videos where authenticity and visual cues resonate more strongly than narrative depth
| [5] | Conde, T., Correia, A. I., Roberto, M. S., Scott, S., Lima, C. F., Pinheiro, A. P. The time course of emotional authenticity detection in nonverbal vocalizations. Cortex. 2022, 151, 116-132. https://doi.org/10.1016/j.cortex.2022.02.016 |
[5]
. Encoding therefore plays a critical role in shaping how patriotic messages are not only understood but also felt and acted upon. Platform-native aesthetics, including filters, sound cues, and comment overlays, have also been shown to mediate emotional contagion across user groups
2.4. The Cognition-Affect-Behavior (CAB) Model
The Cognition-Affect-Behavior (CAB) persuasion model, widely applied in advertising and political communication, outlines how media messages influence audiences through a sequential chain: cognition (message comprehension), affect (emotional response), and behavior (observable actions such as sharing or participation). In the context of patriotic short videos, cognition involves learning about national achievements, affect evokes pride or empathy, and behavior manifests in actions like reposting or co-creating videos. However, linear CAB models may be insufficient for interactive digital platforms, where feedback loops and multimodal stimuli complicate audience responses
| [7] | Singla, Y. K., Jha, R. A., Gupta, A., Aggarwal, M., Garg, A., Bhardwaj, A., Shah, R. R., Krishnamurthy, L., Chen, C. W. Persuasion Strategies in Advertisements. In Proceedings of the AAAI Conference on Artificial Intelligence. AAAI, USA, 2022; 37(1), 57-66. https://doi.org/10.1609/aaai.v37i1.25076 |
| [8] | Niewiadomski, R., Hyniewska, S., Pelachaud, C. Modeling emotional expressions as sequences of behaviors. In Affective Computing and Intelligent Interaction. Springer, Berlin, Heidelberg, 2009; pp. 316-322. https://doi.org/10.1007/978-3-642-04380-2_34 |
[7, 8]
.
2.5. Synthesizing the DCS-CAB Model
Building on these theoretical foundations, this study proposes the DCS-CAB communication model as an integrative framework:
Digital Narrative (D): Storytelling structures, temporal framing, and youth-centered perspectives.
Cultural Symbols (C): Region-specific visual, linguistic, and ritual markers that reinforce inclusivity.
Semiotic Encoding (S): Audiovisual techniques and platform-native aesthetics that intensify immersion.
These content-side variables map onto the audience-side response chain:
Cognition (C): Recognition, attention, and message comprehension.
Affect (A): Emotional resonance, empathy, and pride.
Behavior (B): Sharing, discussion, and participatory co-creation.
The DCS-CAB framework recognizes multiple possible persuasion pathways:
D→C→A→B: Narrative-driven persuasion through understanding and emotional engagement.
C→A→B: Symbol-driven resonance where cultural markers directly elicit affect and action.
S→A→B or S→C→A→B: Encoding-led immersion influencing emotions and behaviors.
By integrating narrative design, symbolic representation, and audiovisual encoding with cognitive, affective, and behavioral responses, the DCS-CAB model provides a holistic framework for analyzing and optimizing patriotic short videos. The DCS-CAB model thus responds to calls for integrative frameworks that can account for the interplay between multimodal content strategies and layered audience responses in short video communication
| [9] | Lu, S.; Yu, M.; Wang, H. What matters for short videos’ user engagement: A multiblock model with variable screening. Expert Systems with Applications. 2023, 218, 119542. https://doi.org/10.1016/j.eswa.2023.119542 |
[9].
3. Research Design and Methodology
3.1. Conceptualizing the DCS-CAB Model
To systematically analyze how short videos contribute to national identity construction among minority youth in China, this study employs the DCS-CAB communication model. Building on the classical Cognition-Affect-Behavior (CAB) persuasion framework
| [10] | Zhang, C., Ma, Y. Invented Borders: The Tension Between Grassroots Patriotism and State-Led Patriotic Campaigns in China. Journal of Contemporary China. 2023, pp. 1-17. https://doi.org/10.1080/10670564.2023.2167054 |
| [11] | Gao, Y. Technologies and Methods of Patriotic Education in Higher Education Institutions of China. Journal of Educational Evaluation for Research. 2023, 2(3), 123-136. https://doi.org/10.54097/jeer.v2i3.7748 |
[10, 11]
, the model incorporates three content-side input dimensions—Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S)—which represent the structural, symbolic, and aesthetic foundations of patriotic short video communication.
These input variables influence audience responses along the CAB pathway:
Cognition (C): Understanding and perception of patriotic messages.
Affect (A): Emotional resonance, empathy, pride, and inspiration.
Behavior (B): Observable engagement such as liking, sharing, commenting, or user-generated content creation.
The model assumes multiple possible causal chains:
D→C→A→B: Narrative-driven persuasion through comprehension and emotional engagement.
C→A→B: Symbol-driven resonance where cultural markers directly evoke affect and inspire action.
S→A→B or S→C→A→B: Encoding-led immersion that influences emotions and subsequent behaviors.
This flexible design accommodates diverse audience profiles and video typologies, particularly within ethnically plural contexts like Guangxi, as illustrated in
Figure 1.
Figure 1. DCS-CAB Model Structure.
3.2. Case Study Selection
To validate the DCS-CAB framework in real-world contexts, five representative patriotic short videos were purposively selected according to the following criteria:
Relevance to patriotic themes: Each video explicitly referenced national symbols, civic values, or collective identity.
Inclusion of ethnic/minority elements: At least three cases included ethnic languages, attire, rituals, or region-specific settings.
Platform diversity: The videos covered Douyin, Weibo, Bilibili, and regional media channels.
Content variation: The cases represented different input emphases, from narrative-dominant to encoding-driven.
The selected cases included:
Today’s China, As You Wish (Communist Youth League)—Narrative-dominant
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Guarding the Border (Xinjiang Frontier Affairs)—Culture-dominant
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56 Ethnic Groups Sing Together (CCTV)—Encoding-dominant
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Youth Toward the Party (Guangxi Youth League)—Hybrid narrative-symbol integration
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A Day Raising the National Flag at the Border (Douyin UGC)—Encoding-driven, minimalist style
| [16] | Douyin User @FrontierHero. A Day Raising the National Flag at the Border. [Online Video]. Douyin, Mar. 5, 2024. Available from: https://v.douyin.com/TqUxB9iIQQk/ |
[16]
.
Each case was coded for primary DCS elements, then mapped onto CAB responses. Audience feedback (likes, shares, comments) was qualitatively analyzed to infer affective and behavioral reactions, supported by platform statistics where available. The comparative pathways of the five cases are summarized in
Figure 1.
Table 1. Case Study Pathways of DCS→CAB.
Column1 | Column2 | Dominant Input (D/C/S) | Pathway | Key Audience Response |
1 | Today’s China, As You Wish (Communist Youth League) | Digital Narrative (D) | D → C → A → B | Narrative clarity enhanced comprehension, built emotional resonance, and encouraged sharing |
2 | Guarding the Border (Xinjiang Frontier Affairs) | Cultural Symbols (C) | C → A → B | Ethnic rituals and landscapes directly evoked pride and admiration, leading to supportive comments |
3 | 56 Ethnic Groups Sing Together (CCTV) | Semiotic Encoding (S) | S → A → B | Audiovisual design generated immediate emotional arousal and replication |
4 | Youth Toward the Party (Guangxi Youth League) | Hybrid (D + C) | D + C → A → B | Combined narrative and cultural elements triggered dual comprehension and identity pride, leading to discussion and reposting |
5 | A Day Raising the National Flag at the Border (Douyin UGC) | Semiotic Encoding (S, minimalist) | S → C → A → B | Authentic visuals activated cognition, stimulated emotional respect, and led to viral imitation |
3.3. Survey Design and Sample (N=500)
To complement the case study analysis, a questionnaire survey of 500 respondents was conducted in Guangxi’s border cities. The survey targeted primary, secondary, and university students as representative of Generation Z audiences.
Sample demographics: 52% female, 46% male, 2% undisclosed; 68% aged 18-24, 22% aged 25-34, 10% under 18; 60% ethnic minority (Zhuang, Yao, Miao, etc.), 40% Han.
Survey dimensions:
Cognition (C): comprehension of content, knowledge acquisition, recognition of patriotic messages.
Affect (A): pride, empathy, cultural/national belonging.
Behavior (B): willingness to share, discuss, and co-create patriotic content.
Questionnaire-Model Mapping:
D → C:“Did you understand the video message?”/“Did you gain new knowledge?”
C → A:“Did the inclusion of your culture/language make you feel more connected?”
S → A/B:“Which video style do you prefer?”/“Would you watch or reject overly formal videos?”
CAB chain:“Would you share this video?”/“Would you discuss it with peers?”/“Would you participate in production?”
This mapping ensures that survey data directly validate the hypothesized DCS→CAB pathways.
3.4. Reliability and Validity Testing
To ensure the quality of the questionnaire, reliability and validity tests were conducted.
Reliability: Internal consistency was assessed using Cronbach’s Alpha. The overall questionnaire achieved α = 0.87, exceeding the 0.70 threshold, indicating high reliability.
Sub-dimensions also showed strong reliability: Cognition (α = 0.82), Affect (α = 0.85), and Behavior (α = 0.80).
Validity:
Content validity was ensured through expert review by three communication scholars and two educators familiar with ethnic minority contexts.
Construct validity was examined through factor analysis, confirming that items clustered appropriately along the Cognition, Affect, and Behavior dimensions.
3.5. Data Analysis Methods
Data analysis combined qualitative and quantitative approaches:
Case Analysis: The five video cases were coded for DCS elements and mapped against observed audience responses.
Quantitative Survey: Descriptive statistics and cross-tabulations were conducted using SPSS to analyze demographic differences in responses.
Reliability and Factor Testing: Cronbach’s Alpha and factor analysis were applied to ensure internal consistency and construct validity.
Pathway Testing: To validate the hypothesized DCS→CAB relationships, Structural Equation Modeling (SEM) was conducted using AMOS. Model fit indices (χ²/df, CFI, RMSEA) confirmed acceptable fit, supporting the robustness of the proposed model.
All statistical analyses were performed using SPSS 26.0 and AMOS 24.0.
4. Results
4.1. Case Study Results
The five selected patriotic short videos were analyzed using the DCS-CAB framework. Each case highlighted different input emphases and corresponding audience response patterns.
A. Case 1: Today’s China, As You Wish (Communist Youth League)
Dominant Input: Digital Narrative (D)
Pathway: D → C → A → B
Finding: The structured storyline enhanced comprehension (Cognition), built emotional resonance (Affect), and encouraged sharing behavior (Behavior).
B. Case 2: Guarding the Border (Xinjiang Frontier Affairs)
Dominant Input: Cultural Symbols (C)
Pathway: C → A → B
Finding: Ethnic languages, regional landscapes, and symbolic rituals directly evoked pride and admiration (Affect), leading to online tributes and supportive comments (Behavior).
C. Case 3: 56 Ethnic Groups Sing Together (CCTV)
Dominant Input: Semiotic Encoding (S)
Pathway: S → A → B
Finding: Strong audiovisual design and synchronized performance generated immediate emotional arousal (Affect), prompting replication and sharing (Behavior).
D. Case 4: Youth Toward the Party (Guangxi Youth League)
Dominant Input: Hybrid (D + C)
Pathway: D + C → A → B
Finding: Narrative structure combined with cultural elements created dual channels of comprehension and emotional identification, translating into discussion and reposting (Behavior).
E. Case 5: A Day Raising the National Flag at the Border (Douyin UGC)
Dominant Input: Semiotic Encoding (S, minimalist)
Pathway: S → C → A → B
Finding: Authentic visuals and natural sounds indirectly activated cognition, triggered emotional respect, and led to viral imitation trends (Behavior).
Cross-case synthesis: Narrative-dominant videos excelled at cognition, symbol-rich videos excelled at affect, and encoding-driven videos excelled at behavioral diffusion. The CAB response sequence consistently held across cases, albeit with varied entry points.
4.2. Survey Results (N=500)
The questionnaire provided quantitative validation of the DCS-CAB model.
Demographics:
Gender: 52% female, 46% male, 2% undisclosed.
Age: 68% aged 18-24, 22% aged 25-34, 10% under 18.
Ethnicity: 60% minority (mainly Zhuang, Yao, and Miao), 40% Han.
Cognition (C):
72% reported improved understanding of national achievements.
65% indicated they learned new knowledge from videos.
Affect (A):
81% felt proud after watching culturally inclusive videos.
74% reported stronger ethnic and national identity when local cultural elements were present.
69% experienced emotional resonance such as admiration or empathy.
Behavior (B):
63% expressed willingness to share patriotic videos.
58% would discuss the videos with peers.
46% showed interest in participating in production or co-creation.
These results confirm that cognition, affect, and behavior are distinct yet interlinked, validating the CAB chain within the DCS-CAB framework. A summary of the distribution of responses across the three dimensions is presented in
Figure 2.
Figure 2. Distribution of CAB Responses (N=500, %).
4.3. Structural Equation Modeling (SEM) Validation
To further test the hypothesized pathways, SEM analysis was conducted using AMOS.
Measurement Model Fit:
χ²/df = 2.41 (<3.0 acceptable)
CFI = 0.94 (>0.90 acceptable)
RMSEA = 0.048 (<0.05 good fit)→The measurement model demonstrated strong fit indices.
Path Coefficients (Standardized):
D→C (0.71, p < 0.001)
C→A (0.68, p < 0.001)
S→A (0.54, p < 0.01)
A→B (0.63, p < 0.001)
C→B (0.29, p < 0.05)
Interpretation:
Digital Narrative (D) strongly predicted cognition, confirming that structured storytelling enhances message comprehension.
Cultural Symbols (C) strongly predicted affect, and indirectly behavior, validating the importance of symbolic localization.
Semiotic Encoding (S) significantly predicted affect, demonstrating that audiovisual immersion directly triggers emotional responses.
Affect→Behavior emerged as the strongest link, suggesting that emotional resonance is the primary driver of sharing and participation. The overall SEM path model with standardized coefficients is shown in
Figure 3.
Figure 3. SEM Path Model of DCS-CAB.
4.4. Integrating Case and Survey Findings
The integration of case analysis and survey validation strengthens the robustness of the DCS-CAB framework:
Narrative clarity (D) enhanced cognition: both Case 1 and 72% of survey respondents confirmed that structured storytelling facilitated understanding.
Cultural symbols (C) drove affective engagement: Case 2 and Case 4, along with 74% of respondents, highlighted stronger national identity when local culture was represented.
Semiotic encoding (S) accelerated affect-to-behavior conversion: Cases 3 and 5 illustrated direct emotional contagion, consistent with 63% of respondents who expressed willingness to share videos.
SEM validation confirmed that the CAB sequence is non-linear, with multiple entry points depending on content type, but emotional resonance (Affect) remains the strongest predictor of behavioral engagement.
5. Discussion
The combination of case analysis, survey data, and SEM validation ensures that the following discussion is grounded in both qualitative and quantitative evidence, thereby enhancing the robustness of the findings.
The integration of case study analysis, large-scale survey data, and SEM validation provides several important insights into the applicability of the DCS-CAB model for patriotic short videos in Guangxi’s multi-ethnic regions. This section discusses five key aspects: the flexibility of the model, the importance of symbolic localization, the influence of platform logic, implications for policy and practice, and theoretical contributions.
5.1. Flexibility of the DCS-CAB Model
The findings confirm that the DCS-CAB framework is flexible enough to capture multiple persuasion pathways. Case studies showed that narrative-driven videos activated cognition first (D→C→A→B), symbol-dominant videos activated emotion directly (C→A→B), and encoding-driven videos facilitated rapid behavioral diffusion (S→A→B).
The survey results reinforced this flexibility: 72% of respondents reported improved comprehension of patriotic content, 81% experienced pride when cultural elements were included, and 63% expressed willingness to share such videos. SEM analysis further confirmed the robustness of these patterns, with significant standardized path coefficients: D→C (0.71), C→A (0.68), and A→B (0.63). These results highlight that persuasion is not a single linear sequence, but a set of multiple entry points where cognition, affect, and behavior can be activated through different strategies.
5.2. Symbolic Localization and Cultural Proximity
One of the most consistent findings is the critical role of symbolic inclusion for minority audiences. Both case analysis (e.g., Guarding the Border and Youth Toward the Party) and survey results (74% reporting stronger identity when local culture was included) underscore the value of embedding ethnic languages, attire, and rituals. SEM validation further supports this conclusion, with Cultural Symbols (C) significantly predicting Affect (0.68, p < 0.001).
This aligns with cultural proximity theory, which argues that audiences resonate more strongly with content reflecting their cultural background. For Guangxi’s multi-ethnic youth, patriotic narratives are perceived as more inclusive and credible when symbolic localization is employed. This demonstrates that cultural symbols are not peripheral, but central drivers of affective and behavioral outcomes in patriotic communication.
5.3. Platform Logic, Emotional Triggers, and Behavioral Spread
The study also demonstrates the importance of platform logic in shaping CAB responses. On Douyin, emotionally intense and symbolically dense videos were more likely to go viral, even without complex narrative structures (as seen in Case 5). On platforms like Bilibili, longer narrative arcs (Case 1) elicited more reflective and cognitively oriented comments.
Survey and SEM findings support this distinction. While affective engagement was widespread (69% reported emotional resonance), the Affect → Behavior pathway emerged as the strongest predictor (0.63, p < 0.001), confirming that emotional triggers are primary drivers of behavioral diffusion. However, Cognition → Behavior also showed a weaker but significant effect (0.29), suggesting that platforms emphasizing deliberation may cultivate more sustained forms of engagement.
5.4. Policy and Practical Implications
The validated DCS-CAB model offers practical guidance for content creators, educators, and policymakers:
A. Content Strategy:
For knowledge transmission, emphasize narrative clarity (D→C→A→B).
For emotional mobilization, embed cultural symbols (C→A→B).
For virality and mass diffusion, leverage semiotic encoding (S→A→B) with strong audiovisual impact.
B. Cultural Sensitivity:
Policymakers should encourage localized production, empowering minority youth and creators to integrate ethnic languages, music, and rituals into patriotic narratives.
This decentralization ensures inclusivity and authenticity, fostering stronger cultural and national bonds.
C. Platform AdAaptation:
On algorithm-driven platforms like Douyin, prioritize emotionally charged, symbol-rich content to maximize virality.
On platforms such as Bilibili and Weibo, adopt narrative-driven strategies that encourage reflective discussion and deeper cognition.
5.5. Theoretical Contributions
At the theoretical level, this study advances the classical CAB persuasion framework in three ways:
Extending CAB into multimodal environments: The DCS-CAB model demonstrates that persuasion in the short video era involves non-linear, multi-pathway processes rather than a simple sequential chain.
Integrating symbolic and semiotic dimensions: By embedding Cultural Symbols and Semiotic Encoding into the model, the study highlights the central role of cultural localization and audiovisual immersion in patriotic persuasion.
Empirical robustness: The combination of case analysis, survey (N=500), and SEM validation provides strong empirical support. Significant path coefficients confirm that affective engagement is the strongest predictor of behavior, while cognition contributes indirectly to sustaining deeper forms of participation.
6. Conclusion
Building upon the mixed-methods findings that combine case study insights, survey data, and SEM validation, this conclusion summarizes the theoretical and practical contributions of the study.
This study introduced and validated the DCS-CAB communication model as a framework for understanding how patriotic short videos shape audience responses in Guangxi’s ethnically diverse regions. By integrating Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S) on the content side with Cognition (C), Affect (A), and Behavior (B) on the audience side, the model provides a holistic tool for analyzing and optimizing patriotic communication.
Through a mixed-methods approach, five representative short video cases and a survey of 500 respondents were examined. The findings reveal three key insights:
Narrative clarity (D) strengthens cognitive engagement, ensuring audiences comprehend patriotic messages.
Cultural symbols (C) significantly enhance affective resonance, particularly among minority youth, reinforcing both ethnic pride and national identity.
Semiotic encoding (S) amplifies emotional immersion and accelerates behavioral diffusion, especially on algorithm-driven platforms such as Douyin.
Together, these findings confirm the robustness of the DCS-CAB framework and demonstrate that patriotic persuasion is not a single linear process, but rather a multi-pathway system shaped by content strategy, cultural proximity, and platform logic.
Theoretical contributions include extending the classical CAB model into a multimodal context, embedding symbolic and semiotic dimensions into persuasion studies, and empirically validating the model through large-scale survey data and SEM analysis. Practical contributions include providing actionable strategies for policymakers, educators, and content creators to design patriotic videos that are culturally inclusive, emotionally resonant, and platform-adapted.
Limitations and future research: This study is limited to Guangxi’s border regions and primarily focused on Generation Z youth. Future research could expand to cross-regional or cross-national contexts to examine the generalizability of the DCS-CAB model. Longitudinal studies may also investigate whether online patriotic engagement translates into sustained offline civic participation. Furthermore, advanced quantitative techniques such as multi-group SEM could be applied to compare responses across different ethnic groups.
In summary, this study demonstrates that inclusive and culturally grounded short video strategies are essential for fostering national identity in multi-ethnic regions. The DCS-CAB model not only advances scholarly understanding but also provides a practical blueprint for future patriotic communication in the digital age.
Abbreviations
CAB | Cognition-Affect-Behavior |
DCS-CAB | Digital Narrative-Cultural Symbols-Semiotic Encoding to Cognition-Affect-Behavior |
SEM | Structural Equation Modeling |
UGC | User-Generated Content |
Acknowledgments
Zhou Zou thanks Associate Professor Natirath Weeranakin and Associate Professor Ratanachote Thienmongkol from Mahasarakham University for their invaluable academic guidance and continuous support throughout the development of this study. The author also acknowledges the reviewers for their insightful suggestions.
Author Contributions
Zhou Zou: Conceptualization, Methodology, Data Curation, Formal Analysis, Visualization, Writing - Original Draft.
Natirath Weeranakin: Supervision, Resources, Validation, Project Administration, Writing - Review & Editing.
Ratanachote Thienmongkol: Investigation, Software, Funding Acquisition, Validation, Writing - Review & Editing.
Data Availability Statement
The data that support the findings of this study are available from the corresponding author upon reasonable request.
Conflicts of Interest
The authors declare no conflicts of interest.
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Zou, Z., Weeranakin, N., Thienmongkol, R. (2025). A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts. Humanities and Social Sciences, 13(5), 467-475. https://doi.org/10.11648/j.hss.20251305.17
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Zou, Z.; Weeranakin, N.; Thienmongkol, R. A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts. Humanit. Soc. Sci. 2025, 13(5), 467-475. doi: 10.11648/j.hss.20251305.17
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AMA Style
Zou Z, Weeranakin N, Thienmongkol R. A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts. Humanit Soc Sci. 2025;13(5):467-475. doi: 10.11648/j.hss.20251305.17
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@article{10.11648/j.hss.20251305.17,
author = {Zhou Zou and Natirath Weeranakin and Ratanachote Thienmongkol},
title = {A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts
},
journal = {Humanities and Social Sciences},
volume = {13},
number = {5},
pages = {467-475},
doi = {10.11648/j.hss.20251305.17},
url = {https://doi.org/10.11648/j.hss.20251305.17},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20251305.17},
abstract = {The rapid rise of short video platforms such as Douyin, Kuaishou, and Bilibili has transformed patriotic communication in China, particularly among Generation Z. While these platforms have been widely adopted for civic education and national identity construction, their effectiveness in multi-ethnic regions such as Guangxi remains underexplored. This study proposes and validates the DCS-CAB communication model, which integrates Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S) as content-side elements, and maps them onto the audience-side responses of Cognition (C), Affect (A), and Behavior (B). A mixed-methods approach was employed. First, five representative patriotic short videos—ranging from institutional productions to user-generated content—were analyzed to trace distinct DCS→CAB pathways. Second, a large-scale survey involving 500 respondents from Guangxi’s ethnically diverse border regions was conducted to quantitatively validate the model. The questionnaire measured audience cognition (e.g., content understanding, knowledge gain), affect (e.g., pride, empathy, national identity), and behavior (e.g., willingness to share, discuss, or co-create patriotic videos). Findings indicate that 72% of respondents reported enhanced understanding of national achievements (Cognition), 81% felt proud when cultural elements were included (Affect), and 63% expressed willingness to share such videos (Behavior). Narrative clarity was found to strengthen cognitive engagement, cultural symbols significantly enhanced affective resonance, and hybrid strategies combining narrative and cultural elements produced stronger behavioral outcomes such as sharing and discussion. Semiotic encoding further amplified emotional immersion when aligned with local cultural preferences. By integrating qualitative case analysis with large-scale survey data, this study provides robust validation of the DCS-CAB model. By triangulating qualitative and quantitative evidence, this study demonstrates both the explanatory power and practical applicability of the DCS-CAB model.
},
year = {2025}
}
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TY - JOUR
T1 - A Mixed-Methods Validation of the DCS-CAB Model for Patriotic Short Videos in Guangxi’s Ethnically Diverse Contexts
AU - Zhou Zou
AU - Natirath Weeranakin
AU - Ratanachote Thienmongkol
Y1 - 2025/09/25
PY - 2025
N1 - https://doi.org/10.11648/j.hss.20251305.17
DO - 10.11648/j.hss.20251305.17
T2 - Humanities and Social Sciences
JF - Humanities and Social Sciences
JO - Humanities and Social Sciences
SP - 467
EP - 475
PB - Science Publishing Group
SN - 2330-8184
UR - https://doi.org/10.11648/j.hss.20251305.17
AB - The rapid rise of short video platforms such as Douyin, Kuaishou, and Bilibili has transformed patriotic communication in China, particularly among Generation Z. While these platforms have been widely adopted for civic education and national identity construction, their effectiveness in multi-ethnic regions such as Guangxi remains underexplored. This study proposes and validates the DCS-CAB communication model, which integrates Digital Narrative (D), Cultural Symbols (C), and Semiotic Encoding (S) as content-side elements, and maps them onto the audience-side responses of Cognition (C), Affect (A), and Behavior (B). A mixed-methods approach was employed. First, five representative patriotic short videos—ranging from institutional productions to user-generated content—were analyzed to trace distinct DCS→CAB pathways. Second, a large-scale survey involving 500 respondents from Guangxi’s ethnically diverse border regions was conducted to quantitatively validate the model. The questionnaire measured audience cognition (e.g., content understanding, knowledge gain), affect (e.g., pride, empathy, national identity), and behavior (e.g., willingness to share, discuss, or co-create patriotic videos). Findings indicate that 72% of respondents reported enhanced understanding of national achievements (Cognition), 81% felt proud when cultural elements were included (Affect), and 63% expressed willingness to share such videos (Behavior). Narrative clarity was found to strengthen cognitive engagement, cultural symbols significantly enhanced affective resonance, and hybrid strategies combining narrative and cultural elements produced stronger behavioral outcomes such as sharing and discussion. Semiotic encoding further amplified emotional immersion when aligned with local cultural preferences. By integrating qualitative case analysis with large-scale survey data, this study provides robust validation of the DCS-CAB model. By triangulating qualitative and quantitative evidence, this study demonstrates both the explanatory power and practical applicability of the DCS-CAB model.
VL - 13
IS - 5
ER -
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