by Wei Zhang
ABSTRACT
This research examines the visual communication of Bashu cultural symbols in cross-cultural contexts, with the objective of identifying the primary factors influencing their global reception on social media. Employing a quantitative methodology, data were collected from an international sample (N=300) and analyzed using partial least squares structural equation modeling (PLS-SEM). The proposed model assessed the effects of Cultural Congruence and Aesthetic Appeal on Sharing Intention and Cultural Empathy, with Perceived Cultural Authenticity serving as a mediating variable. Results indicate that both Aesthetic Appeal and Cultural Congruence significantly contribute to Perceived Cultural Authenticity, which, in turn, predicts both the intention to share content and the development of Cultural Empathy. The principal contribution of this study is the empirical identification of Perceived Cultural Authenticity as the central psychological mechanism that converts visual and cultural features into meaningful engagement and empathetic responses. These results address a notable gap in cross-cultural communication research by presenting a validated framework for understanding how non-Western, indigenous cultural heritage can achieve resonance in digital environments. The study provides important implications for cultural organizations and content creators, emphasizing that effective visual communication should prioritize authenticity to enhance both dissemination and authentic cross-cultural understanding.
