Liu Nian, Chen Tongyu, Peng Yuqing, Xie Ying
School of Public Administration, Guangzhou University, Guangzhou, China.
School of Arts (Journalism), Monash University, Melbourne, VIC, Australia.
Front Psychol. 2023 Aug 24;14:1217340. doi: 10.3389/fpsyg.2023.1217340. eCollection 2023.
Language media from one's hometown is an important means of maintaining cultural identification, especially for minorities. Cantonese media plays an active role in shaping the Chinese cultural identification of ethnic Chinese all over the world. To date, few researchers have undertaken quantitative empirical analyses of the mechanism through which Cantonese media influences cultural identification.
Using data from 642 Malaysian Chinese, this study established a structural equation model with the partial least squares method.
We found that the emotional affinity of ethnic Chinese to Cantonese media can influence identification with Chinese culture through the perceived value of Cantonese media and cognition of Chinese culture. The perceived value of Cantonese media ( = 0.208) and cognition of Chinese culture ( = 0.068) play partial mediation roles. Meanwhile, emotional affinity to Cantonese media influences cognition of Chinese culture ( = 0.069) through the chain mediation of perceived value of Cantonese media and cognition of Chinese culture. Age has a partial moderating effect in the structural equation model. Compared with minors, adults' emotional affinity to Cantonese media can eventually influence identification with Chinese culture ( = 0.126) more strongly through several mediation paths.
The study suggests a need to cultivate the emotional affinity of ethnic Chinese to Cantonese media, improve the multidimensional values of Cantonese media, and endow Cantonese media with functions of cultural dialog and knowledge transmission. The international transmission of Cantonese media could play a vital role in building a cultural community for ethnic Chinese globally.
家乡的语言媒介是维系文化认同的重要手段，对少数族裔而言尤其如此。粤语媒体在塑造全球华人的中华文化认同方面发挥着积极作用。迄今为止，很少有研究者对粤语媒体影响文化认同的机制进行定量实证分析。
本研究使用来自642名马来西亚华人的数据，采用偏最小二乘法建立了结构方程模型。
我们发现华人对粤语媒体的情感亲和力可通过粤语媒体的感知价值和对中华文化的认知来影响对中华文化的认同。粤语媒体的感知价值（=0.208）和对中华文化的认知（=0.068）起部分中介作用。同时，对粤语媒体的情感亲和力通过粤语媒体的感知价值和对中华文化的认知的链式中介作用影响对中华文化的认知（=0.069）。年龄在结构方程模型中具有部分调节作用。与未成年人相比，成年人对粤语媒体的情感亲和力最终可通过多种中介路径更强烈地影响对中华文化的认同（=0.126）。
该研究表明，有必要培养华人对粤语媒体的情感亲和力，提升粤语媒体的多维价值，并赋予粤语媒体文化对话和知识传播功能。粤语媒体的国际传播在为全球华人构建文化共同体方面可发挥至关重要的作用。
