社会认同理论视角下的汉服文化社交媒体传播研究——基于抖音平台的实证分析

A Study on the Social Media Communication of Hanfu Culture from the Perspective of Social Identity Theory—An Empirical Analysis Based on the Douyin Platform

摘要: 本文基于社会认同理论，系统考察了“汉服热”现象背后的文化传播机制与身份认同建构过程。研究聚焦当代青年群体如何通过汉服实践表达文化认同、建构集体身份，并分析这一现象如何从边缘亚文化发展为具有广泛影响力的社会运动。论文首先梳理了社会认同理论的核心概念及其在文化研究中的应用价值，继而采用内容分析的方法，探讨汉服爱好者如何通过服饰符号获取群体归属感以及汉服运动如何借助新媒体平台实现文化破圈传播。研究发现，汉服不仅作为传统文化载体被重新发现，更成为当代青年彰显文化认同、凸显审美独特性的重要媒介。

Abstract: Drawing on Social Identity Theory, this paper systematically investigates the cultural communication mechanisms and identity construction processes underlying the “Hanfu Craze”. Centering on how contemporary young people express cultural identity and construct collective identities through Hanfu-related practices, it analyzes how this trend has evolved from a marginal subculture into a widely influential social movement. The paper first sorts out the core concepts of Social Identity Theory and its applicable value in cultural studies. Adopting content analysis as the research method, it further explores how Hanfu enthusiasts gain a sense of group belonging through clothing symbols, and how the Hanfu movement achieves cultural breakout communication via new media platforms. The study reveals that Hanfu is not merely rediscovered as a carrier of traditional culture, but also serves as a vital medium for contemporary youth to demonstrate national cultural confidence and resist cultural homogenization.