Axiological Exploration of Cultural Values in Chinese Costume Historical Drama and its Impact on Social Identity

Purpose: This study aims to investigate the axiological impact of Chinese costume historical dramas on social identity, focusing on the representation of cultural values within these narratives. By examining the portrayal of cultural values in these dramas and their implications for social identity formation, the research seeks to contribute to our understanding of the role of media in shaping cultural identity and fostering a sense of belonging in contemporary society. Method: Utilizing a qualitative approach, this research employs thematic analysis to examine the thematic content of Chinese costume historical dramas. Semi-structured interviews are conducted with viewers of these dramas to explore their perceptions and interpretations of the representation of cultural values within the narratives. The data are analyzed thematically to identify patterns and themes related to cultural values and their impact on social identity. Findings: The findings reveal a complex interplay between media representation, cultural values, and social identity. Themes such as Traditional Confucian Values, Representation of Cultural Pride, and Gender Roles and Societal Norms emerge as significant factors shaping audience perceptions of cultural identity and social roles. These findings provide valuable insights into the ways in which media narratives influence individual and collective identity formation. Implications/Originality: This research contributes to media studies and cultural studies by offering insights into the ways in which media narratives shape audience perceptions of cultural values and social identity. The study highlights the significance of media representation for identity formation and underscores the importance of critical engagement with media content. Moreover, by exploring the axiological impact of Chinese costume historical dramas, this research offers original insights into the role of media in shaping cultural identity and fostering social cohesion.