0. A Systematic Review of the Semiotic Dissemination Paths of Memes in Cross-Cultural Short Videos

1. Introduction

This systematic review delves into the complex landscape of internet memes, specifically analyzing their semiotic dissemination paths within cross-cultural short video contexts. The introductory section lays the groundwork by first defining internet memes, tracing their historical evolution from Richard Dawkins' initial concept of cultural units to their modern manifestation as dynamic digital communication forms across various online platforms . It outlines their general characteristics, such as creative reproduction, intertextuality, and the pervasive use of humor, demonstrating how these attributes facilitate their rapid spread and adaptability . The discussion highlights the semiotic richness of memes, particularly in their multimodal formats, and their function as powerful vehicles for expressing opinions and fostering community identity .

Following the foundational definition, this introduction proceeds to articulate the existing research landscape, identifying significant gaps that necessitate further exploration. While prior scholarship has examined meme evolution, societal impacts, and linguistic characteristics across various languages, a specific and in-depth semiotic analysis of their dissemination in cross-cultural short video environments remains underexplored . Notably, the precise semiotic mechanisms by which memes achieve cross-cultural consensus and virality, especially within the context of platforms like TikTok, are not fully understood . The increasing global reach of short video platforms and their role in cultural communication underscore the urgency of addressing these lacunae, particularly concerning how cultural narratives are conveyed and interpreted across diverse audiences .

The theoretical framework guiding this review draws from established concepts in semiotics, meme studies, and cross-cultural communication to provide a comprehensive understanding of how meaning is constructed and disseminated. Semiotics, as the study of signs and symbols, is central to analyzing the visual, auditory, and textual elements within memes and short videos, revealing how meaning is interpreted across different cultural contexts . The understanding of "dissemination paths" integrates concepts of algorithmic amplification, user-generated content sharing, and viral propagation, which are critical to how memes spread across digital platforms . Finally, cross-cultural communication principles inform the analysis of challenges and nuances in ensuring mutual understanding and effective message delivery when cultural norms and semiotic interpretations diverge .

Based on the identified gaps, this systematic review establishes clear research objectives and specific questions that will guide the analysis. These objectives include examining how semiotic elements in memes transform and adapt across cultural contexts in short videos, identifying primary semiotic dissemination paths and mechanisms for virality, and exploring the influence of linguistic and cultural specificities on meme interpretation. Furthermore, the review aims to uncover challenges and opportunities for leveraging memes as effective tools for cross-cultural communication, particularly in conveying specific cultural narratives . To ensure clarity and consistency, the section concludes by providing precise operational definitions for key terms: Meme, Semiotics, Dissemination Paths, Cross-Cultural Communication, and Short Videos . This structured approach aims to provide a granular understanding of memes as powerful vehicles for cultural exchange and influence in the digital age, charting their semiotic pathways of dissemination.

1.1 Defining Internet Memes: History and General Characteristics

Internet memes represent a ubiquitous and dynamic form of digital communication, functioning as cultural units that are widely replicated and disseminated across various online platforms . These cultural artifacts manifest in diverse formats, including jokes, rumors, videos, animations, photographs, captioned images, and GIFs , serving as powerful conduits for social connection, self-expression, and cultural commentary within digital communities .

The conceptual origin of the term "meme" can be traced back to Richard Dawkins' 1976 seminal work, "The Selfish Gene," where he coined the term to describe non-genetic cultural concepts—analogous to genes—that transmit from person to person . Dawkins conceptualized memes as "units of transmission" for behavior and information, requiring artistic flair and creativity for successful imitation and variation, thereby possessing "fecundity" to multiply and propagate . Expanding on this, other definitions characterize memes as imitated traits, information-carrying structures capable of replication, or objects exhibiting variation, heredity, and differential fitness, evolving within cognitive and social environments .

The notion of "internet memes" specifically emerged later, with Mike Godwin coining the term in 1993 to refer to their proliferation through early online communities . Early forms include the smiley face emoticon ":-)" in 1982, followed by iconic examples such as the Dancing Baby and Hampster Dance, which primarily spread via message boards and email and often maintained longer lifespans compared to contemporary memes . The evolution of the internet fostered new meme formats, including image macros (e.g., lolcats), demotivators, photoshopped images, and comics . The subsequent rise of social media platforms like YouTube, Twitter, Facebook, and Instagram significantly accelerated meme dissemination and diversification, leading to newer forms such as "dank memes" (characterized by their zany, odd, or distorted nature) and short-form video memes, particularly popularized by platforms like Vine and TikTok . The current landscape of meme culture, however, sometimes faces criticism, with the term "brain rot" used to describe low-quality, meaningless content prevalent in newer trends and slang, and concerns about their potential decline in original cultural value due to widespread use in marketing .

Internet memes possess several core characteristics that facilitate their rapid replication, variation, and effectiveness as units of cultural transmission. Firstly, they are characterized by creative reproduction, which encompasses both mimicry (replicating in a new context) and remixing (technological alteration) . This adaptability allows memes to evolve and be customized, rendering them "spreadable" due to their effectiveness, dismantlability, and replicability . Secondly, intertextuality is a crucial feature, involving the blending of different cultural references to create new meanings by merging distinct contexts . This often requires background knowledge for comprehension, particularly among certain demographics like millennials .

Furthermore, memes frequently reference popular culture, politics, religion, and specific professions . They often employ vernacular English, slang, neologisms, and may intentionally feature grammatical and spelling errors . Humor is a prevalent element in memes, often achieved through recontextualization of words and cultural references, incongruity, surprise, or exaggerated meaning, utilizing wordplay, puns, hyperbole, and irony . The combination of visual and textual elements, especially in image+text or GIF+text formats, creates a powerful semiotic phenomenon where linguistic humor arises from their interaction .

Memes function as a novel and popular mode of online communication, exhibiting distinctive characteristics at semantic, syntactic, and pragmatic levels . Key factors influencing a meme's spreadability include humor, intertextuality, and incongruity . They can operate as rhetoric, subversively creating meaning, or as speech acts for conveying messages online . Memes can serve as in-jokes within specific online communities, fostering collective identity, or achieve broader cultural relevance . The rapid adaptability of social media humor through remixing language and images leads to linguistic innovation and a multimodal approach to comedic expression . As cultural units, memes are consumed, replicated, modified, and shared, often used to express opinions, feelings, and ideas, frequently employing humor or satire . This ongoing evolution suggests memes are becoming more sophisticated in language and style, demanding an increased level of background knowledge for full comprehension . While some papers focus on short videos as a medium for cross-cultural communication without explicitly defining "internet memes" in a general sense , their discussions implicitly highlight memes as concise and entertaining video content that satisfies users' needs for quick information and engagement.

1.2 Research Gap and Review Objectives

Existing scholarship has extensively explored various facets of internet memes, their evolution, and their societal impacts. For instance, some studies delve into the conceptual development of memes and their diverse applications across fields, noting a prevalent lack of concrete literature and initial skepticism that has hindered their broader adoption and effective implementation in sectors like marketing . Similarly, the sociological impact of memes across different age groups, particularly millennials, and their linguistic characteristics in various languages, such as English and Macedonian, have been examined to understand their role as a communicative tool . Other research investigates the dynamics of humor in social media through linguistic and cultural lenses, highlighting how cultural contexts influence the perception and translation of humor in digital environments where diverse cultural influences converge, leading to novel forms of humor that are both culturally specific and globally accessible .

Despite these valuable contributions, several critical research gaps remain, particularly concerning the intricate interplay of semiotics, memes, and cross-cultural communication within the rapidly expanding domain of short video platforms. Previous research often focuses on broader aspects of social media, linguistic analyses, or the general impact of memes, but a specific, in-depth examination of their semiotic dissemination paths in a cross-cultural short video context is notably absent. For example, while the impact of internet memes on cross-cultural communication has been acknowledged, the precise mechanisms through which this impact occurs and how memes achieve consensus across diverse cultural backgrounds are not fully understood . This gap is further compounded by the limited semiotic research on internet memes, suggesting that despite their widespread prevalence, their semiotic underpinnings and mechanisms of spreadability and virality remain under-examined within the field of semiotics . Furthermore, studies on cross-language memes have primarily centered on monolingual contexts, overlooking the nuanced semiotic competence required for interpreting and communicating with memes that fuse visual imagery with bi- or multilingual textual components .

The increasing prominence of short video platforms, exemplified by TikTok, as a dominant form of cultural communication further accentuates this research lacuna . These platforms have revolutionized information dissemination and entertainment by leveraging personalized recommendation algorithms and user-friendly creation tools, yet they also present challenges such as content fragmentation and the dilemma of preserving traditional cultural heritage . While some papers analyze TikTok's semiotic impact on communication, focusing on its integration of audio and visual symbols and potential for content homogenization , they often do not explicitly define key terms like "meme" in the context of internet memes or directly address their specific dissemination paths or cross-cultural communication implications. There is an implicit recognition of TikTok's global reach, which suggests the relevance of these aspects, but a direct, focused analysis is needed . The ability to effectively tell "Chinese stories" through short videos in a cross-cultural context, for instance, highlights the practical need for understanding how narratives and cultural elements are disseminated and interpreted across different audiences . Similarly, research into the reception of Chinese variety shows on platforms like YouTube underscores the importance of audience perception and interpretation in cross-cultural settings .

This systematic review aims to bridge these identified research gaps by offering a focused and comprehensive analysis of the semiotic dissemination paths of memes within cross-cultural short video environments. Our unique contribution lies in synthesizing insights from semiotics, meme studies, and cross-cultural communication to illuminate how memes, as dynamic semiotic units, traverse linguistic and cultural boundaries within short video formats. Specifically, this review will examine the semiotic elements embedded in memes, their transformation during cross-cultural transmission, and the platforms facilitating their widespread adoption.

To achieve these objectives, this systematic review will be guided by the following precise research questions:

1. How do semiotic elements within memes transform and adapt as they disseminate across different cultural contexts within short video platforms?
2. What are the primary semiotic dissemination paths and mechanisms through which memes achieve virality and cross-cultural resonance in short videos?
3. How do linguistic and cultural specificities influence the interpretation and reception of memes in cross-cultural short video communication?
4. What are the challenges and opportunities for leveraging memes as tools for effective cross-cultural communication through short videos, particularly in conveying specific cultural narratives?

To ensure a consistent understanding of key terms throughout this review, a comparative analysis of extracted definitions is crucial. Based on the review of existing literature, the following operational definitions will be adopted:

• Meme: While the term "meme" has evolved, encompassing a broad range of digital content, for the purpose of this review, we align with the understanding of an "internet meme" as a concept, joke, or catchphrase that spreads rapidly from person to person via the internet, often involving images, videos, or textual content that are re-created with variations . It is a unit of cultural information, whether it is a concept, belief, practice, or visual, that is transmitted from one mind to another.
• Semiotics: Semiotics is defined as the study of signs and symbols and their interpretation . In this context, it refers to the analysis of how meaning is constructed, conveyed, and interpreted through visual, auditory, and textual signs within memes and short videos.
• Dissemination Paths: These refer to the specific channels, mechanisms, and processes through which memes spread and are transmitted across digital platforms, particularly within the short video ecosystem. This includes algorithmic amplification, user-generated content sharing, and viral propagation .
• Cross-Cultural Communication: This term denotes communication between people from different cultural backgrounds, involving the exchange of information, ideas, and meanings across diverse cultural contexts . It emphasizes the challenges and nuances in ensuring mutual understanding and effective message delivery when cultural norms, values, and semiotic interpretations may differ.
• Short Videos: Characterized by their brevity, immediacy, and personalization, short videos are a digital content format typically lasting from a few seconds to a few minutes. Platforms like TikTok, Vine, and Instagram Reels exemplify this format, facilitating rapid content creation and consumption and serving as a significant medium for cultural communication .

By adopting these precise definitions and focusing on the intersection of semiotics, memes, and cross-cultural communication within short video platforms, this systematic review aims to provide a granular understanding of how memes function as powerful vehicles for cultural exchange and influence in the digital age. This review builds on the foundational need for focused analysis identified in studies such as , offering a novel contribution by systematically charting the semiotic pathways of meme dissemination.

2. Theoretical Frameworks

This section establishes the foundational theoretical frameworks essential for analyzing the semiotic dissemination paths of memes in cross-cultural short videos. It provides a comprehensive overview of how memes function as complex sign systems, how their spread is driven by both intrinsic qualities and digital platform mechanisms, and how cultural differences profoundly influence their reception and interpretation. By integrating insights from semiotics, virality theories, and cross-cultural communication models, this section sets the stage for a systematic analysis of meme dynamics across diverse global contexts, particularly within the unique environment of short video platforms.

The first subsection, "Semiotic Approaches to Meme Analysis," delves into how memes, especially in short videos, operate as intricate sign systems combining visual imagery, text, and sound to convey meaning and evoke emotional responses . It critically compares Saussure's dyadic model with Peirce's more nuanced trichotomy (icon, index, symbol) to demonstrate how these frameworks dissect multimodal compositions, revealing how elements function as signifiers and contribute to shared understanding . The discussion emphasizes how Peirce's framework, along with a social semiotic approach, offers superior explanatory power for the layered semiotics of memes, particularly in accounting for the interplay of text, image, and sound, and the critical role of cultural context in differentiating intended from perceived meanings .

Following this, "Theories of Virality and Spreadability" explores the mechanisms behind meme dissemination on short video platforms. This subsection critically examines the "contagion" metaphor, exemplified by the SIR model, against the concept of "spreadability," which emphasizes active user participation and content characteristics such as effectiveness, dismountability, customizability, and replicability . It highlights the crucial interplay between user-driven sharing and platform algorithms, particularly TikTok's personalized recommendations, in amplifying virality through a feedback loop of engagement and promotion . The subsection also identifies common patterns and mechanisms contributing to meme success, such as humor, intertextuality, and the juxtaposition of incongruous elements, underscoring that spreadability is a function of semiotic resonance within specific cultural contexts .

Finally, "Cross-Cultural Communication Models" addresses the influence of cultural factors on meme reception and spread. While acknowledging implicit applications in existing literature, this subsection underscores the need for explicit engagement with established models like Cultural Proximity Theory, Hofstede's Cultural Dimensions, and Hall's High-Context/Low-Context cultures . It discusses how cultural nuances, humor, and shared experiences shape meme comprehension and resonance, leading to potential "cultural discounts" for content outside its original context . The subsection also considers how meme adaptability and strategies like translanguaging can bridge cultural divides, facilitating broader dissemination . This section highlights a gap in the explicit application of these models in meme studies, arguing for their structured use to rigorously analyze how cultural dimensions, communication styles, and perceived similarity shape semiotic dissemination paths.

Collectively, these theoretical frameworks provide a robust analytical lens for understanding the intricate journey of memes across cultures via short video platforms. They will be systematically applied in subsequent chapters to dissect the mechanisms of cross-cultural meme dissemination, providing a comparative analysis of their explanatory power for this dynamic phenomenon.

2.1 Semiotic Approaches to Meme Analysis

Memes, particularly within the dynamic medium of short videos, operate as intricate sign systems that synthesize visual imagery, text, and sound to convey meaning and evoke emotional responses . Semiotic analysis provides a robust framework for dissecting these multimodal compositions, revealing how elements function as signifiers that evoke specific connotations and contribute to shared understanding . Understanding the combination of image and text, and the implicit references within these components, is crucial for comprehending the humor and meaning embedded in memes .

While various semiotic perspectives exist, the utility of Peirce's trichotomy versus Saussure's dyad presents a key point of comparison when analyzing the multimodal nature of memes in short videos. Saussure's dyadic model, consisting of the signifier (the form of the sign) and the signified (the concept or meaning), offers a foundational understanding of how individual semiotic elements function. For instance, in a TikTok "Retro Dance Challenge" video, the visual signifiers (e.g., specific retro clothing, dance moves) and auditory signifiers (e.g., 80s music) directly signify concepts like "nostalgia" or a "past cultural period" . This model effectively explains the direct association between a given form and its conceptual meaning, particularly in cases where the connection is relatively straightforward or culturally established. The "signifier-connotation interactions" observed in TikTok videos, where visual or auditory representations evoke emotions and ideas, align well with Saussurean principles, emphasizing how a signifier triggers a specific set of connotations .

However, Peirce's trichotomy of icon, index, and symbol often offers superior explanatory power for the complex, layered semiotics inherent in memes, especially within short video contexts. This framework provides a more nuanced approach to classifying signs based on their relationship to their object:

1. Icon: A sign that resembles its object (e.g., a photograph of a person in a meme). Many visual elements in short video memes function iconically, directly representing actions, objects, or emotions. For example, a visual of someone dramatically falling represents the action itself.
2. Index: A sign that has a direct, existential connection to its object (e.g., smoke as an index of fire). In memes, indices can be seen in implied actions or reactions. For instance, a specific sound effect might index a common internet trope or a particular emotional state. The "punctum" of a meme, described as a striking or incongruous element that engages users, can often function indexically, drawing attention to a specific detail that points towards a larger, often unstated, meaning or humor .
3. Symbol: A sign whose relationship to its object is purely conventional and learned (e.g., words, traffic lights). Textual overlays in memes, often employing slang, specific jargon, or established internet phrases, operate symbolically. For instance, the phrase "It's just a prank, bro" has a symbolic meaning derived from its conventional use within meme culture, not from any inherent iconic or indexical quality. Similarly, the use of emojis acts as symbolic components, contributing to the meme's overall meaning .

For visual elements, both Saussure and Peirce offer valuable insights. Saussure's dyad is useful for identifying the immediate conceptual meaning of a visual (e.g., retro clothing signifying nostalgia). However, Peirce's iconic mode further elaborates on how the visual resemblance itself contributes to this meaning. For textual elements, Peirce's symbolic category is particularly powerful, as it accounts for the highly conventional and culturally specific nature of meme text, which often relies on shared linguistic and cultural knowledge for interpretation . The mutual anchoring between text and image, where text serves as anchorage and relay for images, and vice versa, as observed in cross-language memes, highlights the symbolic complexity of textual components interacting with visual icons . Auditory elements, crucial in short videos, are also better captured by Peirce. While Saussure can explain how a specific sound (signifier) denotes a mood (signified), Peirce's indexical mode can explain how a sound effect directly indexes an action or emotional state, or how a musical piece symbolically references a specific genre or cultural period. The multimodal symbolic meaning, where audio, visual, and gestural elements combine to create shared meaning in TikTok videos, exemplifies the need for a framework that can account for these interwoven relationships .

Furthermore, a social semiotic approach, as applied to cross-language internet memes, emphasizes the multimodal discourse inherent in these phenomena, analyzing meaning construction through representational (ideational function/image content), interactive (interpersonal function/user engagement), and compositional (textual function/overall layout) meanings . This framework extends beyond individual sign analysis to consider how these signs function within a broader communicative context.

Semiotic analysis is also crucial for differentiating between intended and perceived meanings across different cultural contexts. Memes frequently leverage shared cultural understandings to convey meaning . What might be an iconic representation or a symbolic reference in one culture may be completely unintelligible or even offensive in another. The context in which short videos are presented is paramount for accurate semiotic analysis . For instance, a visual joke (iconic or indexical) may rely on a specific historical event or pop culture reference that is only understood by an audience within a particular cultural milieu. Similarly, linguistic humor, often reliant on symbolic wordplay or culturally specific idioms, requires the recipient to understand the context and the references within both the text and the base image for comprehension . The "punctum" of a meme, while universally engaging, might derive its specific effect from culturally resonant incongruities, leading to divergent interpretations across cultural boundaries . This differentiation is fundamental for understanding meme dissemination, as a meme's "spreadability" is contingent upon its semiotic intelligibility and resonance within target cultural groups. These semiotic theories, particularly the more comprehensive Peircean framework and the social semiotic perspective, will be applied in Chapter 4.4 to analyze the mechanisms of cross-cultural meme dissemination, contrasting their explanatory power for short video platforms.

2.2 Theories of Virality and Spreadability

The dissemination of memes, particularly within the dynamic landscape of short video platforms, is a complex phenomenon shaped by various theories of virality and spreadability. While some theories liken meme propagation to the spread of infectious diseases, exemplified by the SIR model , others emphasize the intrinsic qualities of memes and the interactive mechanisms of digital platforms. A central argument posits that the "spreadability" of memes transcends inherent qualities, functioning instead as a product of their semiotic resonance within specific cultural contexts . This perspective highlights that effective meme circulation involves hypertextual dissemination, characterized by transformation and imitation, where a "punctum" element can critically engage users and drive further spread .

In comparing different theories, the "contagion" metaphor, as seen in the application of the SIR model, suggests that memes spread like a disease, with factors such as community concentration and reinforcement influencing their virality . This view suggests a more passive reception by audiences, where exposure leads to adoption. However, a contrasting perspective focuses on "spreadability," conceptualizing memes as content that is designed for and actively recirculated by users, emphasizing their effectiveness, dismountability, customizability, and replicability . This active user participation is crucial, as evidenced by studies indicating that memes are reinterpreted and modified by diverse communities, often diverging from their original intent and transcending cultural boundaries through adaptation . The ease with which memes can be altered and mutated further facilitates their spread .

The interplay between user-driven sharing and platform algorithms is critical in driving meme dissemination on short video platforms like TikTok. While several studies implicitly acknowledge this relationship, they often focus on general characteristics of the medium rather than explicit theoretical frameworks. For instance, TikTok's personalized recommendation algorithms and social media mechanisms are recognized as significant drivers of content dissemination and the platform's success . The platform's ability to provide "concise and entertaining video content" caters to users' demands for "quick information and entertainment," thereby facilitating spreadability . The "interactive nature" of these algorithms and mechanisms highlights how user engagement—through actions like imitation and sharing—is amplified by algorithmic promotion, creating a feedback loop that propels virality . The "Retro Dance Challenge" on TikTok serves as a concrete example, demonstrating how popular videos inspire users to create and share their own versions, expanding the meme's scope and influence . This suggests that while platforms provide the infrastructure and algorithmic push, user creativity and participation are indispensable for organic spread.

Common patterns and mechanisms reported across studies explain why certain memes become viral while others do not. Key factors consistently identified include humor, intertextuality, and the juxtaposition of incongruous elements, which contribute to a meme's "fecundity" or ability to spread . The simplicity and complexity of memes, coupled with their high degree of customization, keep audiences engaged and contribute to their viral spread . Furthermore, memes that possess exceptionally high peaks in popularity may have shorter lifespans unless they are highly distinct, whereas those that coexist with others without a single peak tend to demonstrate greater longevity . Psychological factors, such as brain hardwiring and adaptation to evolution, can also contribute to memetic success, suggesting a deeper cognitive resonance that drives engagement . Conversely, the extensive use of memes in marketing can lead to a decline in their original cultural value, potentially reducing their spreadability by conveying trivial rather than meaningful ideas .

The notion that the "spreadability" of memes is not merely an inherent quality but a function of their semiotic resonance within specific cultural contexts is a crucial distinction. This perspective moves beyond a simple intrinsic appeal to acknowledge the dynamic interplay between the meme's characteristics and the cultural frameworks through which it is interpreted. Memes, to achieve widespread impact and cross-cultural consensus, must resonate semantically and pragmatically within diverse cultural milieux, often requiring reinterpretation and modification to fit new contexts . The "visual, vivid, and highly entertaining" characteristics of short videos enhance their irreplaceable role in cross-cultural communication, providing a fertile ground for memes that can semiotically adapt to different audiences . This emphasis on semiotic resonance implies that successful memes often possess a flexible semantic core that allows for diverse interpretations and appropriations, thereby facilitating their cross-cultural journey. The theories discussed here, particularly the concept of semiotic resonance and the interplay of user engagement with algorithmic amplification, will be further applied in Chapter 4.4 to analyze the mechanisms of cross-cultural meme dissemination, contrasting their explanatory power for short video platforms.

2.3 Cross-Cultural Communication Models

Understanding the complexities of meme dissemination across diverse cultural landscapes necessitates the application of established cross-cultural communication models. While some studies implicitly acknowledge the influence of cultural differences on reception and spread , many do not explicitly detail or apply theoretical frameworks such as Hofstede's Cultural Dimensions, Hall's High-Context/Low-Context cultures, or Cultural Proximity Theory . This gap highlights an opportunity to enrich the theoretical foundation for analyzing meme spread, particularly within the dynamic environment of cross-cultural short video platforms.

Cultural Proximity Theory, as referenced in the context of Chinese variety shows, posits that audiences tend to accept media content that is culturally similar . This theory is highly applicable to meme dissemination, as memes often carry embedded cultural nuances, humor, and references that resonate most strongly with audiences sharing similar backgrounds. For instance, humor, a pervasive element in many memes, is inherently culturally contextual, with shared experiences serving as crucial references for its reception . Memes related to a particular nation or region may be incomprehensible to those outside that context due to distinct traits, customs, and historical backgrounds . This can lead to both a sense of group belonging among those who understand the local nuances and potential misunderstandings across cultures .

The concept of a "cultural discount," where culturally specific programs face comprehension barriers in overseas markets, is also pertinent . Memes, as condensed packets of cultural information, are susceptible to this discount. For instance, while Macedonian memes can share the functional abilities of their English counterparts, their specific content often addresses local topics, making them less accessible to global audiences unless adapted or recontextualized . To mitigate this, strategies like localization and emphasizing universal values can enhance cross-cultural appeal, echoing the approaches suggested for media content dissemination .

While specific formal models like Hofstede's and Hall's are not explicitly detailed in the provided digests, their principles are implicitly at play. Hofstede's dimensions, such as individualism versus collectivism or high versus low power distance, can influence how memes are created, shared, and interpreted. For example, the pervasive expression of individualism in TikTok videos and its resonance with global users suggests an underlying alignment with individualistic cultural values, influencing identity construction and cultural interaction worldwide . Hall's distinction between high-context and low-context communication styles is also relevant. High-context cultures rely heavily on implicit communication and shared cultural understanding, making memes with subtle cues more accessible within those groups. Conversely, low-context cultures, which prioritize explicit communication, might find such memes ambiguous without additional context.

The dynamic nature of internet memes, particularly their capacity for modification and reinterpretation by different communities, allows them to transcend social and cultural boundaries . This adaptability, however, does not negate the influence of cultural factors but rather highlights the mechanisms by which memes navigate them. The introduction of translanguaging as a framework for understanding cross-language internet memes suggests that the fluid integration of linguistic resources can dilute expressed meanings and deconstruct serious discourse, potentially mitigating usage risks and facilitating dissemination across cultural boundaries by increasing cognitive load . This points to the idea that certain linguistic and semiotic strategies can bridge cultural divides, allowing for a broader reach of meme content.

In the context of short video platforms like TikTok, the challenge lies in effectively communicating cultural content across divides. Studies on "telling Chinese stories to the world" through short videos, exemplified by Li Ziqi's success, implicitly demonstrate the practical application of cross-cultural communication principles. Her visual storytelling, focusing on aesthetic appreciation and a serene lifestyle, effectively bridges cultural divides, fostering understanding and appreciation without explicitly detailing a named model . This illustrates that while explicit theoretical frameworks are beneficial, successful cross-cultural communication in short videos also relies on intuitive strategies that tap into universal human experiences and visual appeal.

Despite the implicit recognition of cultural differences, many analyses of memes and short video communication still lack a robust, explicit application of established cross-cultural communication models. For instance, while it is acknowledged that internet memes affect cross-cultural communication by influencing consensus or impeding it , the specific theoretical underpinnings for how cultural differences lead to these outcomes are often not articulated. Similarly, discussions on TikTok's role in cultural communication highlight challenges like the dilemma of traditional cultural inheritance and the need for diversity and sustainability , but without specific models to guide analysis of the underlying cultural dynamics.

In summary, while the extant literature acknowledges the pervasive influence of cultural factors on meme reception and spread, and implicitly applies principles from cross-cultural communication, there is a clear need for explicit engagement with established models such as Hofstede's, Hall's, and Cultural Proximity Theory. These models offer a structured approach to analyzing how cultural dimensions, communication styles, and perceived cultural similarity shape the paths of semiotic dissemination for memes in cross-cultural short videos. By critically assessing their applicability and limitations, we can provide a more rigorous theoretical foundation for understanding these phenomena. These theories will be systematically applied in Chapter 4.4 to analyze the specific mechanisms of cross-cultural meme dissemination, offering a comparative analysis of their explanatory power for short video platforms.

3. Methodology of the Systematic Review

This section outlines the comprehensive methodology employed for conducting a systematic review on the semiotic dissemination paths of memes in cross-cultural short videos. It details the structured approach taken to ensure the rigor, transparency, and reproducibility of the literature selection and analysis process. The review adheres to established guidelines for systematic reviews, aiming to provide a robust and unbiased synthesis of existing research.

The methodology is segmented into two primary sub-sections: "Search Strategy and Inclusion/Exclusion Criteria" and "Data Extraction and Analytical Approaches." The first sub-section elaborates on the systematic approach used for identifying relevant literature, encompassing the specific databases queried, the keywords employed, and the Boolean logic applied to refine search queries. Crucially, it delineates the rigorous inclusion and exclusion criteria that governed the selection of studies, ensuring that only highly pertinent and methodologically sound papers were incorporated into the review. This systematic sifting process, from an initial broad pool of articles to a focused set for in-depth analysis, is essential for maintaining the quality and relevance of the synthesized literature .

The second sub-section, "Data Extraction and Analytical Approaches," describes the systematic protocol for extracting pertinent information from the selected papers. It highlights the specific data points collected, such as research questions, theoretical frameworks, methodologies, and key findings, which are vital for a structured comparison and synthesis of diverse contributions . Furthermore, this sub-section details the analytical approaches employed for synthesizing the extracted data, with a particular emphasis on qualitative thematic analysis to identify recurring patterns, emerging themes, and divergent findings related to meme semiotics and their cross-cultural dissemination. It also critically evaluates the strengths and limitations of both qualitative and quantitative methodologies in meme research, highlighting how their strategic integration, complemented by advanced computational linguistic techniques, provides a holistic understanding of this complex domain . Collectively, these methodological steps ensure a comprehensive, systematic, and analytically robust review of the chosen topic.

3.1 Search Strategy and Inclusion/Exclusion Criteria

The systematic review process for this academic survey was meticulously designed to identify and synthesize literature pertaining to the semiotics, dissemination, and cross-cultural aspects of memes within short video contexts. A comprehensive search strategy was implemented across multiple academic databases, ensuring a broad yet focused collection of relevant studies.

The primary databases utilized for literature identification included Springer, Emerald, SAGE, and DOAJ. These platforms were selected for their extensive coverage of disciplines relevant to communication studies, media research, cultural studies, and semiotics. The search strategy employed a combination of keywords to capture the multifaceted nature of the research topic. Key search terms included "Meme," "Meme theory," "Memetics," and "Meme marketing" . While these terms proved effective in initial broad searches, they were supplemented with more specific phrases to narrow the focus to short videos and cross-cultural communication, such as "short video," "TikTok," "cross-cultural communication," "semiotics," "dissemination," and "virality." Boolean operators (AND, OR) were applied to construct precise search queries, maximizing the retrieval of pertinent articles while minimizing irrelevant results.

The initial phase of the search generated a substantial pool of research articles. For instance, one systematic review on memetics and their applications compiled an initial pool of 4,805 research articles through similar keyword searches . This highlights the necessity of robust inclusion and exclusion criteria to distill the most relevant literature.

Inclusion criteria for this systematic review were rigorously defined to ensure that selected papers directly addressed the core components of meme semiotics, dissemination paths, and cross-cultural dimensions within the realm of short videos. Papers were deemed eligible for inclusion if they:

1. Were open-accessed and peer-reviewed. This criterion ensures the academic rigor and accessibility of the selected literature.
2. Were published within a specified timeframe, generally from the 1960s to 2023, or up to the current date of the review . This temporal scope allows for an understanding of the evolution of memetic research while capturing contemporary developments in short video platforms.
3. Focused explicitly on memetics and meme applications, definitions, or theoretical development, particularly as they relate to digital communication and virality .
4. Addressed the semiotic analysis of memes, exploring their signs, symbols, and meanings within specific cultural or communicative contexts.
5. Investigated the dissemination paths and mechanisms of memes, especially how they spread and evolve across digital platforms like short video applications.
6. Explored the cross-cultural aspects of meme communication, including how memes transcend cultural boundaries, are adapted, or facilitate intercultural understanding.
7. Specifically considered short video platforms (e.g., TikTok, YouTube Shorts) as the primary medium of meme transmission and reception.

Conversely, several exclusion criteria were applied to filter out irrelevant or less pertinent studies. Papers were excluded if they:

1. Were published in languages other than English, to maintain consistency in analysis and interpretation .
2. Focused on memes related to biology or pure sciences, as these fall outside the scope of digital communication and cultural studies .
3. Comprised essays, commentary papers, or summaries that did not present original research or systematic analyses .
4. Presented observational or argumentative approaches without a defined research methodology or empirical data collection specific to meme semiotics or dissemination in short videos .
5. Were individual case studies or empirical analyses of specific platforms (e.g., TikTok, YouTube) that did not describe a systematic review process or broader search strategies . For instance, some studies focus on analyzing cultural communication via TikTok or the reception of Chinese variety shows on YouTube , but do not offer a systematic review methodology. Similarly, papers analyzing TikTok's popular videos from a semiotic perspective or discussing the impact of internet memes on cross-cultural communication were excluded if they lacked a systematic review framework.
6. Described data collection processes for their specific studies, such as content analysis of memes gathered from online sources, rather than detailing a systematic literature review methodology . While such studies provide valuable insights, they do not contribute to the methodological description of this systematic review's search strategy.

Following the initial search, the identified articles underwent a rigorous screening process. First, titles and abstracts were reviewed for relevance against the established inclusion and exclusion criteria. For instance, a systematic review on memetics noted that after screening, a significant number of articles were removed, leading to a much smaller set for full-text examination . This process was replicated for the current review. Second, full-text articles of potentially relevant papers were retrieved and meticulously examined to confirm their suitability. This iterative process ensured that only studies directly contributing to the understanding of meme semiotics, dissemination, and cross-cultural aspects in short videos were included for synthesis in the final survey. This systematic approach, informed by established guidelines like PRISMA 2020, ensures the rigor and reproducibility of the literature selection process .

3.2 Data Extraction and Analytical Approaches

The systematic review protocol for data extraction will meticulously document various facets of each included paper to ensure comprehensive coverage and facilitate rigorous analysis. Information to be extracted includes the primary research questions addressed, the theoretical frameworks underpinning the study, the methodologies employed, key findings, identified limitations, and the specific cultural contexts examined. This granular approach allows for a structured comparison and synthesis of diverse research contributions to the field of meme semiotics and cross-cultural dissemination. For instance, studies like will be scrutinized for their specific research questions on user perceptions of cross-language internet memes, while the semiotic framework used in to analyze "signifier-connotation interactions" will be detailed. Papers discussing the communication path for telling Chinese stories or the representation of Chinese traditional culture in videos like Li Ziqi's will inform the cultural contexts examined.

A qualitative synthesis approach, specifically thematic analysis, will be applied to the extracted data. This methodology is particularly suited for identifying common patterns, divergent findings, and emerging themes related to meme semiotics and their cross-cultural dissemination. Thematic analysis involves systematically coding the extracted information to categorize and interpret recurrent concepts and relationships. This process will enable the identification of overarching narratives in the research, such as the factors influencing meme comprehension and usage or the mechanisms of cultural dissemination on platforms like TikTok . It will also highlight variations in semiotic interpretations across different cultural backgrounds and illuminate how linguistic and visual elements contribute to meme meaning-making.

A critical evaluation of the methodologies employed in meme research reveals distinct strengths and weaknesses. Qualitative approaches, exemplified by the semiotic analysis in which focuses on audio-visual and textual elements to understand meaning construction, excel at capturing nuanced semiotic interpretations. Similarly, the qualitative observation of user needs and content characteristics in TikTok analysis provides deep insights into cultural communication. These methods are invaluable for exploring how social media users manipulate language, symbols, and cultural references, and how humor varies across cultural contexts . The qualitative examination of cultural elements in videos, such as traditional attire or culinary arts, to assess their impact on international audiences also demonstrates the depth achievable with this approach .

Conversely, quantitative methods are proficient at analyzing large-scale dissemination patterns and user engagement. Studies employing questionnaires and statistical software like SPSS, as seen in the analysis of cross-language internet memes to explore factors influencing comprehension and usage , provide robust data on user demographics, utilization patterns, and attitudes. Content analysis approaches, such as those used to examine viewer comments from variety shows, utilize word frequency analysis, sentiment classification, and co-occurrence network analysis to identify themes and emotional tendencies across a large corpus of data . While powerful for identifying trends and correlations across large datasets, quantitative methods may occasionally overlook the subtle, context-dependent meanings inherent in meme semiotics, which qualitative methods are better equipped to uncover. For instance, while a quantitative analysis might identify frequent words in comments, a qualitative semiotic analysis would delve into how those words, combined with visual elements, construct specific humorous or cultural meanings. The sociolinguistic examination of memes to identify linguistic characteristics and sociological themes also leverages content analysis, effectively categorizing linguistic features and cultural references .

Furthermore, computational linguistic techniques offer a powerful avenue for analyzing textual elements associated with memes. As highlighted in the linguacultural analysis of humor in social media , these techniques can systematically examine how language is manipulated to produce humorous content and how linguistic mechanisms contribute to joke interpretation across cultural contexts. Specifically, computational linguistic methods can be applied to:

1. Sentiment Analysis: To gauge the emotional tone and polarity of textual elements, such as captions, comments, or superimposed text on memes, enabling researchers to understand audience reactions and the affective dimension of meme dissemination.
2. Lexical and Syntactic Analysis: To identify recurring linguistic patterns, slang, vernacular usage, and linguistic innovations that characterize meme language across different cultures. This includes analyzing word frequencies, n-grams, and grammatical structures that contribute to meme virality and meaning.
3. Topic Modeling: To discover abstract "topics" that occur in collections of textual data, revealing prevalent themes and discussions surrounding memes. This can help identify emergent cultural trends and social commentary embedded within meme discourse .
4. Cross-Lingual Textual Alignment: For memes that traverse linguistic boundaries, computational techniques can help identify equivalent expressions or cultural adaptations, shedding light on the mechanisms of cross-cultural communication and linguistic humor .

The strategic integration of both qualitative and quantitative approaches, complemented by advanced computational linguistic techniques, will provide a holistic understanding of meme semiotics and their cross-cultural dissemination. While qualitative methods unveil the intricate layers of meaning, quantitative analyses offer insights into broad patterns, and computational linguistics provides systematic ways to dissect textual components, collectively painting a comprehensive picture of this dynamic research domain. This multi-faceted approach allows for a robust exploration of both the "what" and the "how" of meme propagation across cultural borders.

4. Semiotic Dissemination Paths of Memes in Cross-Cultural Short Videos

The dissemination of memes within the cross-cultural short video ecosystem represents a dynamic interplay of semiotic elements, technological affordances, and socio-cultural practices. This section provides a comprehensive overview of the common pathways through which memes traverse linguistic and cultural boundaries, from their initial conceptualization to widespread global sharing. It systematically analyzes the semiotic processes that underpin the emergence and transformation of cross-language internet memes, examining how visual, auditory, and textual cues coalesce to convey meaning and evoke resonance across diverse audiences .

We begin by exploring the unique semiotic characteristics of memes specifically adapted for short video formats. The brevity, visual dominance, and integral role of audio in platforms like TikTok fundamentally reshape meme construction and interpretation, distinguishing them from their static image-based predecessors. This segment will delve into how these format-specific attributes facilitate condensed meaning-making and rapid cultural communication, influencing both content creation and consumption patterns .

Following this, the discussion shifts to the specific contributions of visual and auditory semiotics in shaping meme meaning and dissemination. Visual elements, including composition, color, and specific symbols like emojis, are examined for their role in conveying ideational and interpersonal meanings, often transcending linguistic barriers. Simultaneously, the critical function of auditory cues—such as music and sound effects—in establishing emotional tone, narrative context, and cultural resonance will be thoroughly analyzed. This sub-section will highlight how the multimodal integration of these elements significantly impacts a meme's comprehensibility and virality in cross-cultural contexts .

Subsequently, the focus turns to the textual and linguistic semiotics that underpin cross-cultural meme dissemination. This segment addresses the challenges posed by linguistic transfer, including the reliance on non-standard language, slang, and cultural allusions, while also exploring effective mechanisms such as translation, code-switching, and translanguaging that bridge linguistic divides. It will specifically discuss how humor, a pervasive element of meme culture, is constructed and interpreted linguaculturally, emphasizing the need for cultural literacy alongside linguistic understanding for effective cross-cultural reception .

Finally, the section culminates in an examination of the comprehensive mechanisms driving cross-cultural meme dissemination. This includes the foundational role of user-driven sharing and modification, augmented by the powerful influence of algorithmic amplification on platforms like TikTok. Crucially, the discussion will highlight various semiotic adaptation strategies—such as localization, transculturation, and innovative translanguaging—that are vital for achieving cultural resonance and ensuring that memes not only spread but also maintain their intended impact across diverse audiences. The impact of content types, like music and dance, and the role of universal values in bypassing linguistic barriers will also be considered . This integrated analysis aims to provide a robust theoretical framework for understanding the complex journey of memes across cultural and linguistic landscapes in the short video domain.

4.1 Semiotic Characteristics of Memes in Short Video Formats

Memes, traditionally recognized as digital artifacts combining text and images, have demonstrated rapid adaptability and linguistic innovation across various platforms . With the advent of short video platforms like Vine and TikTok, memes have evolved, acquiring unique semiotic characteristics influenced by the format's brevity, visual dominance, and audio elements . This evolution distinguishes them significantly from static image-based memes or content disseminated through traditional media and longer video formats.

One of the foremost semiotic characteristics of memes in short video formats is their inherent brevity. Short videos, by design, provide concise and entertaining content, catering to users' needs for quick information and entertainment . This brevity necessitates a high degree of semiotic condensation, where meaning is conveyed efficiently through multimodal cues rather than elaborate narratives. Unlike longer video formats or traditional media that often rely on extensive dialogue or detailed exposition, short video memes communicate complex ideas or emotional states within seconds. This rapid communication fosters a distinct consumption pattern, where users engage with a high volume of diverse content in a short timeframe.

Visual dominance is another defining semiotic characteristic. Short videos are inherently "visual, vivid, and highly entertaining," making them exceptionally effective for cultural communication . The visual elements in these memes are often the primary carriers of meaning, frequently enhanced by filters, editing tools, and specific notations that can contribute to a degree of visual homogeneity across trending content . For instance, the authentic depiction of rural life, craftsmanship, and natural beauty in videos like Li Ziqi's highlights how visual aesthetic qualities facilitate cross-cultural understanding and appreciation, creating an immersive experience that traditional media might struggle to replicate with the same immediacy . This visual immediacy allows for the rapid dissemination of cultural narratives, bypassing potential linguistic barriers.

Audio elements, particularly music, form a core content category and a crucial semiotic component in short video memes . Platforms like TikTok are centered around music, with features such as "Dance Dance Machine" and "Human Key Detection Technology" enhancing user experience and content creation . The strategic combination of music, video, images, and text allows users to create and share content that evokes specific feelings, such as joy, nostalgia, or comedy . This multimodal nature, where audio often sets the emotional tone or provides a recognizable context, significantly influences the semiotic properties of memes. For example, music and dance programs are noted to be less language-dependent and rely more on visual and auditory channels for cross-cultural appeal . This makes audio a powerful tool for achieving cross-cultural resonance, as shared musical cues can transcend linguistic differences more readily than text-heavy content.

The linguistic characteristics of short video memes also contribute to their unique semiotics. Language in these formats is often "fragmented, incomplete, and unorganized," frequently utilizing buzzwords, keywords, or emojis to form a concise internal language system . While this system can be exclusive, it also facilitates rapid trend-setting and in-group communication, influencing how new memes emerge and spread. This condensed linguistic style stands in stark contrast to the more formalized and complete linguistic structures typically found in traditional media or longer video formats. The "brain rot" genre, associated with TikTok, exemplifies this shift, reflecting content that often lacks deep meaning but is characterized by prevalent slang and trends among younger generations .

The affordances of short video platforms are instrumental in the rapid and wide dissemination of memes. These platforms simplify content creation and publishing, lowering the barrier to entry for users . The ease with which users can combine existing audio, visual, and text elements, often provided by the platform itself, encourages creative reproduction and intertextuality – key characteristics of internet memes . This differs markedly from traditional media, where content production is often centralized, expensive, and requires specialized skills, thus limiting the speed and scale of user-generated content dissemination.

Compared to traditional media or longer video formats, the mechanisms of meme dissemination in short videos are significantly more agile and decentralized. Traditional media, such as television broadcasts or print journalism, operate on a push model, where content is curated and distributed from a central authority. Longer video formats, while offering greater narrative depth, typically have higher production values and longer consumption times, which can impede rapid viral spread. In contrast, short video platforms thrive on a pull model, where user engagement, algorithmic recommendations, and sharing functionalities drive content virality. The inherent "spreadability" of internet memes, discussed in broader terms as "spreadable" texts, is amplified by the architectural design of short video platforms that prioritize sharing and remixing . The multimodal nature of short video memes, combining visual, auditory, and textual cues, further enhances their comprehensibility and virality across diverse linguistic and cultural contexts, allowing for faster cross-cultural resonance. While older forms of memes (e.g., static image-based memes) also exhibited multimodality, the temporal and dynamic aspects of short video add another layer of semiotic complexity and engagement . The original context of an image or audio snippet, though potentially different from its new use in a meme, often remains a crucial semiotic link for understanding, further demonstrating the layered meaning-making in these brief, dynamic formats .

4.2 Visual and Auditory Semiotics in Short Video Memes

The semiotic meaning of short video memes is profoundly shaped by the interplay of their visual and auditory components, which transcend mere aesthetic functions to act as crucial carriers of cultural information. The multimodal nature of internet memes, especially those embedded in short video formats, integrates images, text, and sound to construct complex representational meanings . This amalgamation creates a rich semiotic landscape where each element contributes to the overall message, often facilitating rapid dissemination across diverse cultural contexts.

Visual signs within short video memes are central to their ideational function, conveying representational meaning through their content and composition . For instance, the layout of images, the information value attributed to specific elements, and their salience collectively contribute to the compositional meaning of a meme . Visual elements like emojis and flags, though seemingly minor, are pivotal in guiding meaning interpretation, especially in cross-language communication where they can overcome linguistic barriers by providing universally recognizable cues or culturally specific indicators . Furthermore, the deliberate use of visual techniques such as close-ups, horizontal perspectives, and direct eye contact in platforms like TikTok are employed to establish an intimate visual connection with the viewer, thereby enhancing emotional engagement and narrative impact . The choice of color palettes also holds significant semiotic weight; vibrant colors, for example, can connote happiness and energy, influencing the audience's emotional reception of the meme .

Auditory cues play an equally critical role in shaping the semiotic meaning and dissemination of short video memes. Music and sound effects are not merely background elements but active participants in creating emotional impact and expressing nuanced emotions, often conveying information or narratives distinct from, yet complementary to, the visual content . The correspondence between musical and visual symbols and the feelings they evoke in the recipient is a fundamental aspect of this semiotic process . For example, brisk melodies are typically associated with excitement, while slower melodies can evoke feelings of loneliness or melancholy . This demonstrates how auditory elements, in conjunction with visual stimuli, construct emotional narratives that resonate with viewers. In the context of meme dissemination, specific audio patterns can become instantly recognizable tropes. A "Retro Dance Challenge" on TikTok, for instance, leverages a combination of retro-style clothing, music, and dance moves as symbols to evoke nostalgia and emotional resonance, showcasing how a specific audio-visual pattern facilitates meme spread through shared cultural experiences . The power of visual and auditory channels to overcome language barriers is particularly significant in cross-cultural communication, enabling meme content to transcend linguistic divides and resonate with a broader global audience .

The interpretation and re-interpretation of these visual and auditory elements across different cultural contexts highlight the dynamic nature of semiotic meaning in short video memes. While some visual tropes or audio patterns might have universal appeal or derive from globalized internet culture, their specific connotations can shift based on local cultural backgrounds, historical contexts, and current social trends. The textual components, which often serve as anchorage and relay, further interact with images to guide meaning, yet even these textual elements can be subject to re-interpretation or parody in different linguistic and cultural settings . The phenomenon of "deep-fried" memes, characterized by distorted visuals, saturated colors, and crude humor , exemplifies how visual alterations themselves can become semiotic indicators of a particular meme aesthetic or subculture, signaling a departure from conventional visual norms and often implying a certain anti-establishment or absurdist humor. While the provided digests discuss the multimodal nature of memes, the explicit mechanisms for how visual and auditory elements are re-interpreted across cultures are less extensively detailed. However, the foundational understanding that these elements contribute to representational and compositional meaning implies a continuous negotiation of meaning within diverse cultural semiotic systems.

In summary, the semiotic strength of short video memes lies in their capacity to fuse visual symbols, narrative structures, and auditory cues into a cohesive, impactful message . Visual elements establish intimate connections and convey emotional states through composition and color, while auditory cues evoke specific feelings and establish narrative moods. The interplay between these modalities facilitates the rapid and widespread dissemination of memes, often transcending linguistic barriers and creating shared emotional or humorous experiences across cultures. The effective semiotic design of these visual and auditory components is thus paramount for their virality and their ability to become culturally resonant phenomena.

4.3 Textual and Linguistic Semiotics in Cross-Cultural Memes

The semiotic dissemination of memes across cultures is profoundly shaped by textual and linguistic elements, presenting both challenges and unique mechanisms for communication. A central aspect of this phenomenon is the linguistic transfer, where the interpretation of memes relies heavily on the understanding and adaptation of their linguistic components across diverse cultural contexts .

The challenges inherent in linguistic transfer for cross-cultural meme dissemination are multifaceted. Memes frequently employ non-standard linguistic features, including vernacular English, slang, neologisms, intentional misspellings, and grammatical deviations . These elements, while contributing to the humor and creativity of memes, often rely on intricate allusions and insider knowledge that can be incomprehensible to outsiders or those from different linguistic backgrounds . The "fragmented feeling" of language observed in platforms like TikTok, characterized by incomplete sentences, buzzwords, and emojis, further exemplifies a linguistic style that is both internal to a community and a means of global storytelling, yet potentially challenging for universal comprehension .

Mechanisms such as translation and code-switching are critical in bridging these linguistic divides and impacting the semiotic interpretation of memes. In the context of cross-language internet memes, researchers observe the sophisticated fusion of languages, often through the use of homophones or the integration of foreign linguistic structures (e.g., English suffixes, Korean modal particles) with local languages . Examples such as "duck 不必" (a homophone of dàkěbùbì, meaning "no need at all") and "bon 不 jour" (a homophone of bēngbùzhùle, meaning "can't hold back anymore") illustrate how users leverage translanguaging to create meaning that transcends monolingual boundaries. This practice not only demonstrates linguistic creativity but also highlights a reliance on users' semiotic competence to decipher the complex interplay of linguistic and visual elements . The effectiveness of this translanguaging can, however, be influenced by factors such as academic background, as shown by correlations between understanding certain memes and specific academic majors like French . Beyond direct meme creation, the broader context of cross-cultural communication in short videos emphasizes the importance of high-quality multilingual subtitles and cultural annotations. These adaptations serve to reduce "cultural discount" and facilitate deeper understanding for international audiences, with English often serving as a key linguistic bridge for non-native speakers .

Internet memes significantly impact cross-cultural communication through their textual elements by demanding linguistic and contextual understanding to achieve consensus in interpretation . The recontextualization of words and references within memes means that their meaning can evolve and be transformed as they traverse different cultural and linguistic boundaries . This dynamic nature requires viewers to possess not only linguistic proficiency but also cultural literacy to fully grasp the intended message. The language found in memes, characterized by its often fragmented and grammatically unconventional nature, forms an internal communication system within specific online communities, yet it can also become a trend for global storytelling, highlighting its dual role in fostering both exclusivity and broader reach .

Humor, a fundamental aspect of meme culture, is constructed linguaculturally through diverse semiotic means in social media. While the general linguistic mechanisms for humor production, such as wordplay, puns, hyperbole, and irony, along with the use of abbreviations and acronyms, are common across online discourse , their specific manifestation and effectiveness are deeply rooted in cultural context. The understanding of humor in memes often depends on recognizing allusions and deviations from standard linguistic norms, which vary significantly across different linguacultures . For instance, while a particular wordplay might be hilarious in one language due to specific homophonic relationships, its direct translation or semiotic equivalent might completely lose its humorous effect in another. This contrast underscores that constructing humor in cross-cultural memes is not merely a linguistic transfer but a semiotic re-creation that considers the specific cultural nuances and audience semiotic competence . The adaptation of Macedonian meme terminology, for example, illustrates how linguistic elements are localized to resonate with specific cultural groups, thereby facilitating humor and communicative effectiveness within that context . Thus, the construction of humor in cross-cultural memes necessitates a deep understanding of how linguistic elements interact with specific cultural contexts to generate the intended semiotic effect.

4.4 Mechanisms of Cross-Cultural Meme Dissemination

The dissemination of memes in cross-cultural short videos is a complex interplay of user-driven sharing, algorithmic amplification, and intricate semiotic adaptation mechanisms. This process is not merely a passive transmission but an active re-contextualization that shapes cultural resonance. While some papers acknowledge the broad virality and evolution of memes across boundaries , a deeper analysis reveals specific pathways and strategies that facilitate or hinder their spread.

User-driven sharing forms the foundational layer of meme dissemination. Memes, by their very nature, are designed for replication and modification, allowing users to reinterpret them to suit diverse community needs, often diverging from the original creator's intent . This active participation, characterized by the imitation of trends and engagement in challenges, is a key driver for the global spread of cultural expressions . The "convenience of simple creation and publishing tools" on platforms like TikTok further empowers users to generate and share content, contributing to a vibrant ecosystem of cultural communication . This user engagement leads to a propagation pattern akin to infectious diseases, marked by initial popularity followed by a gradual taper .

Algorithmic amplification plays a crucial role in enhancing the reach of user-generated content. Personalized recommendation algorithms and social media mechanisms are identified as central to platforms like TikTok's success in content dissemination . These algorithms "accurately meet users' needs for quick information and entertainment," thereby accelerating content spread even if not explicitly framed as "meme dissemination paths" through a cross-cultural semiotic lens . The increasing popularity of short video platforms, notably TikTok, significantly influences meme dissemination due to their rapid content delivery and broad accessibility . Furthermore, the potential for cooperation with international platforms such as Netflix can significantly expand distribution and audience reach for cultural content, as observed with Chinese variety shows .

Semiotic adaptation is paramount for successful cross-cultural meme dissemination. This involves various processes including adaptation, localization, transculturation, and translation. The effectiveness of these strategies directly impacts cultural resonance. While some sources do not explicitly detail specific "communication paths" for cross-cultural narratives , several papers highlight the importance of adapting content to resonate with international audiences. For instance, the "visual, vivid, and entertaining nature of short videos" facilitates their dissemination and acceptance across cultures, as evidenced by case studies like Li Ziqi . Li Ziqi's videos effectively convey cultural narratives by showcasing universally appealing themes like idyllic rural life, traditional crafts, and cuisine, fostering appreciation for Chinese culture among global viewers .

The distinction between localization and direct translation is critical for meme dissemination. While direct translation might preserve linguistic content, it often fails to capture cultural nuances, humor, or implicit references. Localization, on the other hand, involves adapting content to fit the specific cultural context of the target audience, which can include modifying visual elements, narratives, or humor. Humor, in particular, poses a significant challenge and opportunity. Humor on social media can traverse cultural boundaries, and platforms facilitate its rapid global spread . However, the successful transmission of humorous memes often relies on shared understanding and cultural context, making deep semiotic adaptation crucial for cultural resonance.

The concept of "translanguaging" is particularly relevant to semiotic adaptation. The integration of different linguistic and multimodal resources within memes creates a flexible "translanguaging space" that embodies multilingual and multimodal interaction . This process can dilute meaning, deconstruct discourse, and manage risk by increasing cognitive load, ultimately promoting dissemination across linguistic and cultural boundaries by offering multiple entry points for understanding . This suggests that a blend of linguistic and visual elements, rather than purely textual translation, is more effective for cross-cultural understanding and exchange.

Furthermore, the type of content significantly influences its cross-cultural reception. Music and dance shows, for example, tend to exhibit higher engagement due to their reduced language dependency, indicating that universal appeal in genres can bypass some linguistic barriers . Linguistic adaptability, specifically the provision of quality subtitles, is identified as crucial for broader audience reach for more linguistically dependent content . The presentation of universal values and the selection of guests with international appeal also enhance cross-cultural resonance, demonstrating that content transcending specific cultural confines often achieves greater global spread . Understanding the cultural context is paramount for meme comprehension, especially when memes reference specific nations or areas, underscoring the need for careful semiotic consideration in their dissemination .

In summary, the mechanisms of cross-cultural meme dissemination in short videos are multifaceted. They involve the iterative process of user-driven content creation and sharing, augmented by powerful algorithmic amplification. Crucially, the success of a meme's cross-cultural spread hinges on its semiotic adaptability, leveraging strategies like localization, transculturation, and innovative translanguaging to achieve cultural resonance. While direct translation might suffice for basic understanding, true cross-cultural impact requires a deeper engagement with the target culture's semiotic landscape, ensuring that humor, values, and contextual references are not lost but rather re-contextualized to foster broad acceptance and engagement.

5. Factors Influencing Semiotic Interpretation and Reception

The semiotic interpretation and reception of memes, particularly within cross-cultural short video contexts, are profoundly shaped by a confluence of factors. This section will delve into two primary determinants: cultural schemata and user engagement. Cultural schemata provide the foundational framework through which audiences interpret signs and symbols, influencing the resonance and perceived meaning of meme content across diverse cultural landscapes. Complementing this, user engagement and participation actively contribute to the semiotic life cycle of memes, driving their dissemination, adaptation, and the continuous evolution of their meanings. By examining these interconnected factors, we aim to establish a theoretical framework that illuminates the complex interplay between cultural background, individual and collective interpretative acts, and the dynamic nature of meme dissemination in the global digital sphere.

The interpretation of semiotic elements in memes is fundamentally mediated by cultural schemata, leading to varied understandings across different cultural contexts . Shared cultural understandings are essential for effective meme communication, with discrepancies often resulting in misinterpretation or a lack of consensus . Humor, a pervasive component of memes, exemplifies this cultural mediation, as its efficacy is deeply rooted in specific cultural contexts, experiences, and societal norms . Memes referencing national historical events or niche pop culture phenomena, for instance, resonate primarily within cultures sharing those collective memories, underscoring the "cultural discount" certain content faces across borders . While universal values like music and dance may transcend cultural barriers, as seen in the reception of Chinese variety shows, specific cultural symbols necessitate relevant background knowledge for full appreciation . Memes often act as "inside jokes," requiring familiarity with popular culture, professional backgrounds, or national specificities for comprehension . Resources like "Know Your Meme" bridge these cultural gaps by explaining underlying references, thus expanding a meme's potential audience . The concept of intertextuality in memes, combining references from distinct contexts, highlights how merging cultural elements creates new layers of meaning contingent on the audience's ability to synthesize these disparate cues . Furthermore, "linguacultural" aspects influence cross-language meme comprehension, with factors like age and specialized academic knowledge playing roles . The fusion of image and text, ease of element recognition, and perceived liveliness contribute to their semiotic efficacy across cultural boundaries . On platforms like TikTok, content reflects and reinforces ideologies such as individualism and gender equality, aligning with users' values and shaping self-identity, while exposure to conflicting ideologies can lead to confusion, emphasizing the dynamic interplay between individual and collective cultural schemata .

In parallel, user engagement and participation are critical for shaping the semiotic life cycle of memes. Engagement actions, including likes, shares, comments, and remixes, are integral to a meme's semiotic journey, transforming static signs into dynamic entities whose meanings are actively constructed through interaction . The flexibility for users to modify text, aesthetics, and context facilitates continuous reinterpretation, enhancing brand engagement and the meme's core message . Active appropriation by users across diverse cultural backgrounds significantly impacts meme evolution, allowing memes to transcend original semiotic boundaries and acquire new layers of meaning and relevance . Platforms like TikTok leverage personalized recommendation algorithms and user-friendly tools, empowering users to become active content contributors, accelerating meme dissemination and adaptation . User motivation for content creation and sharing often stems from the desire for recognition and the enhancement of "cultural capital" and "social status" . The strategic use of visual elements in short videos enhances audience involvement, further driving engagement . Memes inherently invite engagement by encouraging content creation and customization, which are key drivers of their popularity and manifestations of semiotic appropriation . In cross-cultural contexts, user engagement in meme creation and dissemination is closely linked to identity construction and the formation of online community bonds, strengthening relationships among users with shared interests . Content with lower language dependency and strong audiovisual appeal, complemented by accessibility features like English subtitles, garners higher engagement, facilitating broader semiotic access and interpretation across linguistic barriers . In essence, user engagement is not merely a metric but a fundamental driver of the semiotic life cycle of memes, perpetually negotiating and reconstructing their meanings through collective interpretive acts.

5.1 Cultural Schemata and Semiotic Interpretation

The interpretation of semiotic elements within memes is profoundly influenced by distinct cultural schemata, leading to divergent understandings across different cultural contexts. This divergence is not merely anecdotal but is rooted in the collective memory and cultural norms that shape meme reception, directly linking to established theories of cross-cultural communication . Shared cultural understandings are paramount for effective meme communication, and discrepancies in these understandings can result in misinterpretations or a lack of consensus .

A primary example of this cultural mediation is humor, a ubiquitous component of memes. What is deemed humorous in one culture may not translate effectively across another, primarily because humor is deeply interwoven with specific cultural contexts, experiences, and societal norms . For instance, a meme referencing a particular national historical event or a niche pop culture phenomenon would likely elicit laughter and recognition within the culture that shares that collective memory, but might be entirely lost on an audience unfamiliar with the reference . This cultural specificity of humor directly impacts its cross-cultural spread, often limiting the virality of memes that rely heavily on culturally specific comedic elements .

The role of collective memory and cultural norms in shaping meme reception is particularly evident when comparing content across cultures. For example, while universal values like music and dance often transcend cultural barriers, as observed in the reception of Chinese variety shows, specific cultural symbols and historical contexts can lead to "cultural discount" for overseas viewers . This indicates that the depth of understanding and appreciation is contingent on the viewer's cultural background; Chinese audiences of "Divas Hit The Road: Silk Road," for instance, prioritized entertainment value, whereas foreign audiences focused more on cultural background information . Similarly, the appeal of Li Ziqi's videos to international audiences lies in the depiction of traditional Chinese rural life, craftsmanship, and culinary arts, which resonate due to their cultural authenticity and tranquil imagery, fostering appreciation for traditional values despite not relying on humor . This illustrates how different cultural schemata guide interpretations, with some elements like traditional lifestyle being universally appreciated, while others requiring more specific cultural knowledge.

Cultural schemata and shared knowledge fundamentally influence the semiotic reception of memes, often determining whether a meme functions as an "inside joke" or achieves broader resonance . Memes frequently draw on popular culture references, professional backgrounds, or national specificities, necessitating a deep understanding of these contexts for full comprehension . Resources like "Know Your Meme" serve to bridge these cultural gaps by explaining the underlying references, thereby expanding a meme's potential audience beyond its immediate cultural sphere . The concept of intertextuality in memes, where meaning is derived from the combination of references from distinct contexts (e.g., a political debate overlaid with a music video), highlights how merging cultural elements creates new layers of meaning, often contingent on the audience's ability to recognize and synthesize these disparate cultural cues .

Moreover, the "linguacultural" aspect of meme interpretation is crucial. The comprehension and acceptance of cross-language memes are influenced by factors like age, with older individuals generally exhibiting less familiarity and understanding . While academic majors might not strongly correlate with general cross-language meme usage, specific memes with foreign language components can show subtle correlations with specialized academic knowledge, indicating the role of specialized cultural or intellectual schemata . Respondents often perceive cross-language memes as more captivating and capable of conveying richer, nuanced meanings than monolingual memes, suggesting that the fusion of image and text (interlingual meaning), ease of element recognition (referential meaning), and perceived liveliness, humor, and individuality (pragmatic meaning) contribute to their semiotic efficacy across cultural boundaries .

The influence of cultural schemata extends to broader ideological expressions within short videos. TikTok, for instance, reflects ideologies such as individualism, expressed through personal growth content and unique talents, which can resonate culturally and facilitate communication among users . Videos promoting gender equality can inspire self-identity and encourage reflection on traditional gender concepts, demonstrating how content aligns with users' values to strengthen self-identity . Conversely, exposure to conflicting ideologies can lead to confusion, necessitating self-reflection, highlighting the dynamic interplay between individual and collective cultural schemata . The potential for homogeneous multimodal language to convey stereotypes, particularly concerning appearance and behavior, underscores the subtle ways cultural norms are reinforced or challenged through short video content, especially among younger audiences .

In summary, the semiotic interpretation of memes is intricately tied to the cultural schemata of the audience. Humor, symbolism, and narrative elements within memes are subject to culturally specific interpretations, largely determined by shared cultural experiences, collective memory, and societal norms. While some elements, like universal values, can traverse cultural boundaries more easily, others face a "cultural discount" due to a lack of relevant background knowledge. Understanding these dynamics is crucial for comprehending the complex paths of semiotic dissemination of memes in cross-cultural short videos.

5.2 User Engagement and Participation

User engagement and participation are pivotal in shaping the semiotic life cycle of memes, influencing their interpretation, dissemination, and overall cultural resonance, particularly within cross-cultural short video contexts. This dynamic interaction accelerates meme dissemination and contributes to their evolving semiotic properties. Semiotic theories, such as those emphasizing the interpretative agency of the audience, find strong empirical grounding in how users interact with and appropriate memes.

User engagement encompasses a range of actions, including likes, shares, comments, and remixes, each contributing distinctly to the meme's semiotic journey. For instance, the "punctum" within a meme acts as a hook, inviting users to engage through spreading, modifying, or re-creating the content, which is central to its "spreadability" . This highlights that memes are not static signs but dynamic entities whose meanings are actively constructed and negotiated through user interaction. The ability of users to modify text, aesthetics, and context provides significant "grammar and vernacular flexibility," which not only enhances brand engagement but also allows for a continuous reinterpretation of the meme's core message .

Active participation and appropriation by users from diverse cultural backgrounds profoundly impact the semiotic evolution of memes. The process of reinterpreting memes to suit specific communal needs and desires is a clear example of how user engagement directly shapes meme evolution . This active recontextualization allows memes to transcend their original semiotic boundaries, acquiring new layers of meaning and relevance in different cultural contexts. For instance, the "meme market" phenomenon on platforms like Reddit, where users playfully "buy" or "sell" shares in memes, exemplifies a collective engagement that both comments on and influences meme popularity, reflecting a sophisticated form of semiotic valuation and re-valuation .

In the context of short videos, platforms like TikTok thrive on the interactive nature of personalized recommendation algorithms and social media mechanisms, which facilitate user participation in content creation . The convenience of simple creation and publishing tools empowers users to become active contributors rather than mere consumers, thereby significantly accelerating meme dissemination and adaptation . This ease of creation allows for rapid iteration and mutation of meme content, contributing to its dynamic semiotic nature.

Furthermore, user engagement mechanisms like likes, comments, and sharing on platforms such as TikTok are crucial for cultural resonance and communication . Users are motivated to create and share content because it offers recognition and appreciation, thereby enhancing their "cultural capital" and "social status" . The platform offers a low-cost, efficient stage for self-presentation, enabling users to receive feedback and recognition, which bolsters their sense of self-identity and satisfaction . The strategic use of intimate visual elements, such as close-ups and eye contact, is designed to enhance audience involvement and user recognition, further driving engagement .

The sociolinguistic examination of memes highlights that they inherently invite user engagement by encouraging content creation, drawing inspiration from existing memes, and contributing to humor or critical intent . The ability to customize memes to individual demands and their capacity to maintain audience engagement are key drivers of their popularity . This customization is a direct manifestation of semiotic appropriation, where the user reshapes the signifier to imbue it with personal or group-specific signifieds.

Cross-cultural contexts amplify the role of user engagement in meme dissemination. The use of cross-language memes, for instance, is primarily driven by the desire to create common topics with peers (49.1%) and to showcase personal traits (39.3%) . This indicates that user engagement in meme creation and dissemination is intrinsically linked to identity construction and the establishment of online community bonds. The very act of utilizing and disseminating memes strengthens relationships among users with shared interests, fostering a collective semiotic understanding .

Furthermore, analysis of user comments on platforms like YouTube reveals that content with lower language dependency and strong audiovisual appeal, such as music and dance competitions, garners higher engagement . Viewer comments often express strong interest in specific performances, the show's format, and overall production, underscoring how audience feedback directly informs creators about content resonance. The provision of English subtitles for international audiences is also identified as a crucial factor in enhancing engagement, facilitating broader semiotic access and interpretation across linguistic barriers . This demonstrates that accessibility features contribute to the semiotic permeability of content, allowing it to be more readily adopted and adapted by diverse audiences.

In summary, user engagement, characterized by likes, shares, comments, and the active appropriation of content through remixes and re-creations, is not merely a metric of popularity but a fundamental driver of the semiotic life cycle of memes. These interactions allow memes to be continually reinterpreted and imbued with new meanings across various cultural contexts, accelerating their dissemination and ensuring their dynamic and evolving nature. This participatory semiotics underscores that the meaning of memes is not fixed but is perpetually negotiated and reconstructed by the collective interpretive acts of users.

6. Case Studies and Empirical Findings

This section presents an overview of empirical findings and specific case studies concerning the semiotic dissemination paths of memes within cross-cultural short videos. It delves into how memes undergo transformations and achieve varying degrees of spreadability across diverse cultural contexts. The subsequent subsections will detail specific examples of cross-cultural meme dissemination, followed by an empirical analysis of the semiotic transformations that occur during this process.

The "Case Studies and Empirical Findings" section synthesizes existing research to illustrate how memes, particularly those disseminated via short video platforms, navigate and transform across cultural boundaries. It highlights that successful cross-cultural meme dissemination often hinges on the universality of themes, the dominance of visual and auditory cues, and the authenticity and aesthetic appeal of the content . For instance, Li Ziqi's videos effectively disseminate Chinese traditional culture through universally appealing visuals of food and rural life . Similarly, the "Retro Dance Challenge" and "seaweed dance" on TikTok leverage universally understood non-verbal cues for widespread viral spread . In contrast, memes heavily dependent on linguistic nuances or highly specific cultural contexts, such as cross-language memes like "duck 不必" or content deeply embedded in national history like "National Treasure," face significant barriers and tend to be confined to niche communities .

Furthermore, this section will discuss the empirical analysis of semiotic transformations, acknowledging a notable gap in detailed empirical studies on the semiotic shifts of Chinese memes in cross-cultural short videos. Despite this, insights from existing literature suggest that semiotic transformations are driven by factors such as platform trends, commercial influences, and the inherent nature of memes to evolve through mimicry and remixing . The homogenization of multimodal language on platforms like TikTok, for example, alters the original semiotic elements of a meme to align with broader narratives . The active participation of users in recreating and reinterpreting memes is a primary driver of these semiotic shifts, leading to new layers of meaning and cultural appropriations . The integration of multilingual elements can also deconstruct original discourse, paradoxically facilitating wider dissemination by becoming more ambiguous or open to diverse interpretations . This section identifies a key research challenge in the lack of granular empirical studies on specific meme journeys and platform-specific semiotic pathways, proposing future research directions to construct a more comprehensive understanding of cross-cultural spreadability.

6.1 Cross-Cultural Meme Dissemination Case Studies

Empirical investigations into cross-cultural meme dissemination paths through short video platforms reveal diverse semiotic transformations and varied patterns of spreadability across different cultural settings. While some studies broadly discuss the mechanisms of short video cultural communication or provide general examples of memes , a few papers offer specific case studies illustrating these complex dynamics.

One prominent case study involves Li Ziqi's YouTube channel, which exemplifies the effective cross-cultural dissemination of Chinese traditional culture through food-related short videos . Her content, rich in traditional attire, ancient craftsmanship (e.g., pottery, weaving), and culinary arts, is presented authentically and aesthetically, fostering a positive perception of Chinese culture among global audiences. This case highlights how visual narrative and universally appealing themes, such as food and rural life, can transcend linguistic and cultural barriers, facilitating a more direct and appreciative understanding of intangible cultural heritage . The semiotic transformation here is less about linguistic adaptation and more about the universal resonance of visual storytelling and cultural authenticity.

Another illustrative example is the "Retro Dance Challenge" on TikTok, which demonstrates how visual elements (retro clothing, music, dance moves) form a symbol system evoking nostalgia and cultural resonance globally . Similarly, the "seaweed dance," driven by trending music, showcases how imitation and auditory cues can facilitate rapid viral spread across diverse user bases. These instances suggest that memes relying on universally understood non-verbal cues and rhythmic patterns exhibit high spreadability. The semiotic transformation in these cases often involves the decontextualization of specific dance styles or aesthetics and their recontextualization within new user-generated content, maintaining core visual and auditory elements while allowing for personal interpretation and adaptation.

The "Retro Dance Challenge" and "seaweed dance" contrast with the dissemination patterns observed in cross-language memes. For instance, the study of cross-language memes such as "duck 不必" (ducks not necessarily), "半 tour 废" (half-tour waste), and "bon 不 jour" (bon no day) reveals that comprehension and usage are significantly tied to language proficiency and cultural background knowledge . While over 77% of respondents could grasp some meaning from these memes, the need for specific linguistic and cultural understanding limited their circulation primarily to bilingual user communities. This indicates a significant deviation in dissemination paths: memes requiring explicit linguistic deciphering tend to have a narrower, more niche spread, unlike those that are visually or audibly self-explanatory. The semiotic transformation in cross-language memes involves a blend of phonetic translation and semantic reinterpretation, often leading to a humorous or ironic effect that is only accessible to those proficient in both source and target languages. Japanese cross-language memes like "洗马哒しまった" and "阿姨洗铁路" further underscore this point, requiring considerable linguistic and background knowledge, thereby confining their spread to specific bilingual communities .

In the context of Chinese variety shows on YouTube, the reception patterns offer insights into cross-cultural appeal. "National Treasure," despite its rich cultural and historical content, primarily resonated with a Chinese-speaking audience, indicated by a low percentage of English comments . This suggests that content deeply embedded in specific national history or highly specialized cultural relics may face challenges in achieving widespread cross-cultural meme dissemination without significant contextualization or translation. Conversely, "Street Dance of China S4," "Great Dance Crew," and "Our Song" exhibited substantial international appeal, with English comments dominating in dance-related shows and a high percentage of English comments in music shows . This success is attributed to the universal appeal of dance and music, as well as the inclusion of internationally recognized celebrity mentors or guests. These findings imply that elements with intrinsic universal appeal, such as artistic expression (dance, music), transcend cultural specificities more effectively, facilitating broader cross-cultural engagement and potentially leading to higher meme spreadability. The semiotic transformations here relate to the universal language of performance and rhythm, which can be appreciated irrespective of deep cultural knowledge.

Comparing these observed patterns, common themes emerge in successful cross-cultural meme dissemination:

1. Universality of Appeal: Memes rooted in universal human experiences, emotions, or artistic forms (e.g., food, dance, music) tend to spread more broadly across cultures .
2. Visual and Auditory Dominance: Content primarily relying on visual and auditory cues, rather than complex linguistic elements, shows higher potential for widespread dissemination due to reduced barriers in interpretation .
3. Authenticity and Aesthetic Appeal: Presenting cultural content authentically and aesthetically, as seen in Li Ziqi's videos, can foster positive reception and deeper engagement across cultures .

Significant deviations in meme dissemination are also evident:

1. Linguistic Dependence: Memes that are inherently linguistic or rely on specific cultural idioms exhibit limited cross-cultural spread, primarily circulating within bilingual or culturally similar communities . This indicates a critical barrier where semiotic transformations require explicit linguistic decoding, often hindering broader dissemination.
2. Cultural Specificity: Content deeply embedded in national history, political contexts, or highly specific cultural practices may not resonate widely without substantial contextualization, as observed with "National Treasure" . The semiotic meaning here is so deeply tied to specific cultural knowledge that it resists easy decontextualization and reinterpretation for a broader audience.
3. Platform-Specific Dissemination: While general examples of memes like "Charlie Bit My Finger," "Gangnam Style," and "Harlem Shake" are cited for their propagation , the specific mechanisms of their cross-cultural spread through short video platforms are not detailed, implying a gap in understanding platform-specific semiotic pathways. Similarly, broader discussions on TikTok's role in cultural communication highlight the platform's potential but lack granular case studies of specific meme journeys.

In conclusion, empirical evidence suggests that the semiotic pathways for cross-cultural meme dissemination in short videos are highly dependent on the meme's intrinsic characteristics. Memes leveraging universal themes, strong visual and auditory cues, and authentic cultural representation tend to achieve broader cross-cultural resonance. Conversely, those heavily reliant on linguistic nuances or highly specific cultural contexts face significant barriers, often limiting their spread to niche communities. Future research could further explore the detailed semiotic transformations specific to various meme formats and platforms to construct a more comprehensive understanding of their cross-cultural spreadability.

6.2 Empirical Analysis of Semiotic Transformations

The semiotic transformation of memes in cross-cultural short videos is a dynamic process influenced by various factors, including cultural context and user engagement. While the provided digests offer insights into aspects of semiotics and cross-cultural communication, a detailed empirical analysis of semiotic transformations of memes in short videos, particularly those originating from or related to Chinese content, is notably limited. Several papers explicitly state that they do not provide such an analysis, including . Similarly, discusses meme evolution through creative reproduction but lacks specific empirical analysis of semiotic shifts in short video memes.

Despite this limitation, some papers provide foundational insights that can be extrapolated to understand the mechanisms of semiotic transformation. For instance, highlights how users adapt to a "homogeneous and trendy multimodal language" on platforms like TikTok. This adaptation suggests a semiotic transformation where personal expression is reshaped to fit prevailing platform trends, often adopting advertising-like styles. The paper argues that this homogenization can lead to the conveyance of narrow stereotypes and a reduction in individual personality recognition, implying a shift in the meaning conveyed by visual language and text symbols, which ultimately benefits global enterprises through consumerism. This implies that the initial semiotic elements of a meme might be subsumed or altered to align with broader commercial or platform-driven narratives, thereby losing their original nuances or individual expressions. The underlying semiotic transformation here is one of individual meaning being recontextualized into a mass-marketable or trend-driven signifier.

The influence of cultural context on meme adaptation and reinterpretation is crucial. While a specific case study of semiotic transformation involving Chinese content, such as Li Ziqi's videos, is not detailed in the provided digests concerning meme semiotics, the broader concept of cross-cultural communication is touched upon. For example, analyzes viewer comments on Chinese variety shows to understand cross-cultural reception, focusing on sentiment and language distribution. Although this paper does not track the alteration of specific cultural elements within memes, it identifies factors like genre, language adaptability, and guest selection as influencing reception. These factors are indirectly relevant to semiotic transformation, as successful cross-cultural reception often necessitates an implicit or explicit reinterpretation of cultural signs. For a Chinese meme to resonate globally, its semiotic elements—be they visual, auditory, or textual—must either possess universal appeal or be adaptable enough to be reinterpreted within diverse cultural frameworks without losing their core message, yet acquiring new layers of meaning.

The evolution of memes through creative reproduction, including mimicry and remixing, as described by , is a direct driver of semiotic transformation. This process allows memes to transcend social and cultural boundaries, with modifications leading to new interpretations. The concept of "deep-fried" memes, characterized by distortion and compression of visual elements, serves as an explicit example of visual semiotic alteration. This intentional degradation of visual quality fundamentally changes the aesthetic and often the humorous intent, signaling a departure from the original semiotic integrity. Such transformations are not merely superficial but can alter the perceived meaning, tone, and even the community within which the meme circulates.

Furthermore, offers a critical perspective on the multimodal construction of meaning in cross-language memes. It illustrates how images and text collaboratively form meaning and how memes evolve from simpler forms to more complex multimodal structures. The paper highlights the transition from monolingual to multilingual creations, citing examples like "Chinese + foreign language affix," and more intricate phonetic and semantic interactions. This linguistic intermingling inherently involves semiotic transformation. When a meme incorporates elements from different languages, the original meanings can become diluted, or discourse can be deconstructed, paradoxically facilitating wider dissemination by becoming more ambiguous or open to diverse interpretations. This process demonstrates how linguistic elements (text) and visual elements combine to create new semiotic units, whose meanings are often a negotiation between the source culture and the target culture's interpretive frameworks.

User engagement plays a pivotal role in driving these semiotic transformations. Memes, by their very nature, thrive on user interaction, reproduction, and reinterpretation. When users mimic or remix a meme, they are actively participating in its semiotic evolution. This engagement can lead to new layers of meaning, cultural appropriations, or even unintended distortions. The feedback loops created by user likes, shares, and comments further reinforce certain semiotic interpretations, while others might fade. This collective re-creation and dissemination process, often driven by individual creativity and communal validation, ensures that memes are not static but fluid semiotic entities constantly being reshaped. In the context of short videos, the ease of editing, adding filters, and overlaying text or audio facilitates rapid semiotic experimentation and diffusion, allowing for a high degree of user-driven transformation. The popularity of certain trends, as noted by , directly stems from user adoption and re-creation of common visual and textual templates, effectively homogenizing certain semiotic expressions while simultaneously fostering new iterations.

In conclusion, while specific empirical case studies on the semiotic transformations of Chinese memes in cross-cultural short videos are not extensively detailed within the provided digests, the existing literature sheds light on the general mechanisms. These include the homogenization driven by platform trends and commercial influences, the inherent nature of memes to evolve through mimicry and remixing, and the critical role of multilingual elements in diluting or deconstructing meaning for broader dissemination. The active participation of users in recreating and reinterpreting memes is the primary engine of these semiotic shifts, demonstrating that memes are dynamic cultural artifacts constantly in flux across diverse semiotic landscapes. Future research should focus on detailed empirical analyses of specific Chinese short video memes, tracing their semiotic elements and transformations across different cultural contexts to fully understand their cross-cultural dissemination paths.

7. Challenges and Opportunities in Meme Dissemination and Cultural Exchange

The dissemination of memes through cross-cultural short videos presents a complex interplay of challenges and opportunities. While the global reach of digital platforms offers unprecedented avenues for cultural exchange and the projection of soft power, inherent semiotic, cultural, and linguistic complexities often impede effective communication and foster misunderstanding. This section provides a comprehensive overview of these dual aspects, examining the hurdles that must be overcome for successful cross-cultural meme transmission and highlighting the potential for these dynamic media to foster global understanding and diplomatic influence.

The primary challenges in cross-cultural meme dissemination in short videos stem from semiotic ambiguity, cultural misinterpretation, and linguistic barriers. Semiotic ambiguity arises from the polysemy of visual and textual elements within memes, whose humor and cultural references are often deeply contextual, requiring specific background knowledge for deciphering meaning . This is compounded by the fact that explaining a meme's humor often diminishes its appeal, as part of the enjoyment lies in the cognitive effort of deciphering its meaning . Cultural misinterpretation, closely related, leads to "cultural discounts" where viewers from different backgrounds struggle to grasp cultural symbols and historical contexts, potentially resulting in misunderstandings or controversies, particularly with user-generated content and translation issues . Humor, being culturally rooted, is particularly vulnerable to misinterpretation, leading to potential cultural appropriation or stereotyping . Linguistic barriers also pose a significant issue, with the absence of definitive terminology for "meme/s" in some languages leading to fragmented understanding, and the rise of cross-language memes raising concerns about their "disastrous impact" on local linguistic ecologies . Furthermore, the dynamic nature of short video platforms contributes to content fragmentation, homogenization of expression, and concerns about maintaining cultural inheritance amidst rapidly evolving digital trends .

Conversely, short videos and memes offer significant opportunities for cultural exchange and the projection of soft power. Their convenience, immediacy, and personalization facilitate rapid and widespread dissemination of cultural content, bypassing traditional media gatekeepers . Platforms like TikTok foster "imaginary communities" by enabling self-expression and global connection, exposing users to diverse ideologies and values, thereby cultivating an environment conducive to cultural exchange . User engagement mechanisms further amplify cultural resonance and communication . Short videos are invaluable for showcasing national images and promoting cultural understanding, as exemplified by creators like Li Ziqi, whose depictions of Chinese traditional culture have garnered international acclaim and contributed to soft power . Similarly, Chinese variety shows on platforms like YouTube effectively promote cultural understanding, particularly music and dance programs due to reduced language dependency, and outdoor lifestyle programs through their "soft narrative perspective" and universal themes . Memes, reflecting societal trends and transcending linguistic barriers, serve as a powerful form of communication, influencing public opinion and driving societal change through their persuasive power and vernacular flexibility .

Addressing these challenges and harnessing these opportunities requires a multi-pronged, interdisciplinary approach. Current research methodologies often fall short in quantitatively capturing nuanced semiotic layers across diverse cultural groups, focusing instead on specific platforms or contexts . Future research should prioritize interdisciplinary methodologies, combining computational social science approaches like network analysis for understanding meme spread patterns with digital ethnography for qualitative insights into interpretation and re-contextualization . Incorporating cognitive processes from fields like metaphor comprehension and cross-cultural psychology can provide deeper understanding of how cultural context shapes meaning-making . Strategic management by platforms and users is crucial to foster greater diversity and sustainability in short video cultural communication, balancing entertainment with cultural substance to encourage new ideas and perspectives . By integrating these approaches, a more robust framework can be developed for understanding and facilitating effective cross-cultural communication through this ubiquitous digital phenomenon.

7.1 Challenges in Meme Dissemination

The cross-cultural dissemination of memes in short video formats presents a multifaceted array of challenges, primarily stemming from semiotic ambiguity, cultural misinterpretation, and linguistic barriers. These issues collectively impede effective communication and often lead to unintended understandings or a complete breakdown in message reception.

One of the most pervasive challenges is semiotic ambiguity, which arises from the inherent polysemy of visual and textual symbols within memes. The humor and cultural references embedded in memes are often deeply contextual, requiring specific background knowledge to decipher their intended meaning . For individuals lacking this insider knowledge, particularly across national or cultural boundaries, memes can become incomprehensible, diminishing their communicative effectiveness and enjoyment . This challenge is exacerbated by the observation that explicitly explaining a meme's humor often detracts from its inherent appeal, as part of the enjoyment is derived from the cognitive effort of deciphering its meaning . From a research perspective, current methodologies frequently fall short in quantitatively capturing the nuanced semiotic layers of memes and their differential interpretations across diverse cultural groups. Studies often focus on specific platforms or cultural contexts , neglecting a comprehensive, cross-cultural semiotic analysis that could illuminate the precise points of ambiguity.

Closely related to semiotic ambiguity is cultural misinterpretation, which poses a significant hurdle to cross-cultural meme dissemination. Cultural differences lead to "cultural discounts," where viewers from different backgrounds struggle to fully comprehend cultural symbols and historical contexts embedded in content, including memes . This can result in comprehension biases and, in some instances, cultural misunderstandings or controversies, particularly with user-generated content and translation issues in comment sections . The implicit challenge of "telling Chinese stories" effectively through short videos highlights the difficulty in translating nuanced cultural elements to a global audience without misinterpretation or simplification . Humor, being deeply rooted in cultural context, is particularly susceptible to misinterpretation or even exclusion if not shared across cultural boundaries, potentially leading to cultural appropriation or the perpetuation of stereotypes . The underlying causes of these cultural misunderstandings can be traced to differing cultural schemas and cognitive frameworks that shape how individuals interpret complex information. Future research should therefore delve into the cognitive processes involved in cross-cultural semiotic processing, drawing inspiration from fields such as metaphor comprehension, which examines how conceptual mappings vary across cultures, or cross-cultural psychology, which studies the influence of culture on psychological processes. This interdisciplinary approach could provide insights into how cultural context shapes meaning-making and inform strategies for reducing misinterpretation.

Linguistic barriers also present a distinct challenge. The absence of a definitive terminological solution for "meme/s" in certain languages, such as Macedonian, results in variations in usage and potentially fragmented understanding . More alarmingly, the rise of cross-language memes, while expanding reach, poses a significant threat to linguistic ecology, with many expressing concern about their "disastrous impact" on local languages, such as Chinese . This concern is compounded by the fact that many cross-language memes are found difficult to understand, particularly by older individuals, highlighting issues of limited applicability and accessibility .

Beyond these core challenges, the dynamic and ephemeral nature of memes within short video platforms introduces further complexities. Content fragmentation and the struggle to maintain traditional cultural inheritance in the face of rapidly evolving digital trends are notable concerns in short video cultural communication . The homogenization of expression on platforms like TikTok, driven by the adoption of specific audio and video notations, can limit creative potential and inadvertently promote mass social standards and stereotypes, potentially controlling public discourse . The widespread use of memes in marketing can also dilute their original cultural value, leading to criticism that they convey trivial ideas and become overused, ironically sometimes becoming humorous again through staleness . The issue of copyright implications for using pre-existing material in memes also presents a practical challenge .

Current research methodologies are often deficient in fully addressing these dynamic and evolving challenges. Many studies tend to focus on individual social media platforms rather than adopting a comprehensive, cross-platform approach . The difficulty in capturing the real-time semiotic evolution of memes and their rapid spread patterns in short video contexts calls for more sophisticated analytical tools. From an interdisciplinary perspective, these challenges can be effectively tackled by integrating methods from computational social science, such as network analysis of spread patterns, which can model the complex dissemination trajectories of memes across platforms and user networks. Digital ethnography, on the other hand, can provide a deeper qualitative understanding of how memes are interpreted and re-contextualized by different cultural groups in their natural digital environments. This blend of quantitative and qualitative approaches is crucial for understanding both the macroscopic spread and the microscopic cultural interpretation of memes.

In conclusion, the challenges in cross-cultural meme dissemination in short videos are deeply rooted in semiotic complexity, cultural divergence, and linguistic variations. Addressing these issues requires a multi-pronged approach that moves beyond descriptive analysis to explore the cognitive underpinnings of cross-cultural semiotic processing. Future research should prioritize interdisciplinary methodologies, combining computational analyses of meme spread with qualitative ethnographic studies and insights from cognitive psychology to develop more robust frameworks for understanding and facilitating effective cross-cultural communication through this ubiquitous digital phenomenon.

7.2 Opportunities for Cultural Exchange and Soft Power

Short videos and the memes they disseminate hold significant potential for fostering cross-cultural understanding, challenging prevailing stereotypes, and promoting robust cultural exchange. This burgeoning digital medium is increasingly recognized as a potent tool for "soft power" and public diplomacy, enabling nations and cultural entities to project their narratives and values globally .

A primary advantage of short videos lies in their inherent characteristics: convenience, immediacy, and personalization . These attributes facilitate rapid and widespread dissemination of cultural content, bypassing traditional media gatekeepers. Platforms like TikTok, for instance, foster an "imaginary community" of artistic symbols by enabling users to express themselves and connect with a diverse global audience . This exposure to varied ideologies and values can significantly broaden users' horizons and cognitive understanding, thereby cultivating an environment conducive to cultural exchange . User engagement mechanisms, such as likes, comments, and shares, further amplify cultural resonance and communication, creating a feedback loop that reinforces cross-cultural interaction .

Specifically in the context of "telling Chinese stories," short videos have emerged as an invaluable medium for showcasing China's image and promoting cultural understanding . The success of creators like Li Ziqi exemplifies this potential. Her videos, which eloquently depict Chinese traditional culture, rural life, and artisanal craftsmanship, have garnered widespread international acclaim. This positive reception underscores the capacity of authentic, culturally rich content to foster positive perceptions and contribute to a nation's soft power by presenting an appealing and serene image .

Beyond individual creators, Chinese variety shows disseminated via platforms like YouTube also serve as effective conduits for promoting cultural understanding and enhancing China's soft power . Programs centered on music and dance, notably due to their reduced language dependency, offer considerable opportunities for direct cultural exchange. Furthermore, the portrayal of universal values and themes, such as the empowerment of independent women, significantly enhances international acceptance and relatability . Similarly, outdoor lifestyle programs that adopt a "soft narrative perspective" and prioritize themes of nature and dialogue demonstrate superior cross-cultural transmissibility. These narratives enable viewers to virtually immerse themselves in cultural experiences through down-to-earth storytelling, breaking down potential barriers posed by more overtly political or nationalistic content .

Memes, as a ubiquitous element within short video content, play a crucial role in this process. While not directly addressed in all discussions concerning "telling Chinese stories," their inherent characteristics facilitate cultural exchange. Memes are capable of reflecting societal trends, generational disparities, and complex cultural dynamics, serving as a powerful form of communication that can transcend linguistic barriers . Their application in marketing campaigns further demonstrates their capacity to engage diverse audiences, indicating a broader potential for cultural dissemination through shared digital content . In political discourse, memes democratize commentary, inform the public, and can even increase voter turnout . Within social movements, they are instrumental in constructing collective identity and providing platforms for discourse . The persuasive power of memes, coupled with their vernacular flexibility, allows them to broadcast material of a political or sociocultural nature, influencing public opinion and potentially driving societal change . The implicit suggestion that TikTok's diverse content can broaden horizons and foster cultural resonance through user engagement further reinforces the platform's role in facilitating cultural exchange .

However, the efficacy of short videos and memes in promoting positive cultural exchange and soft power is contingent on strategic management. As suggested, platforms and users must collaboratively work towards promoting the development of "short video cultural communication towards greater diversity and sustainability" . This involves balancing entertainment with cultural substance and ensuring that the content encourages new ideas and perspectives . By prioritizing authentic cultural narratives and universal themes, short videos and memes can effectively challenge stereotypes, bridge cultural divides, and serve as powerful instruments of public diplomacy in an increasingly interconnected world.

8. Conclusion and Future Directions

This systematic review has explored the semiotic dissemination paths of memes within cross-cultural short videos, revealing the intricate interplay between semiotics, cultural context, and platform dynamics. The success of platforms like TikTok stems from their capacity to meet user demands for rapid information and entertainment, driven by sophisticated algorithms and user-friendly creation tools . However, this success is often accompanied by challenges such as content fragmentation and difficulties in preserving traditional culture . Memes, as sophisticated online communication phenomena, reflect societal trends and facilitate social connection, self-expression, and cultural commentary, their communicative efficacy often relying on linguistic inventiveness and multimodal elements . The rise of cross-language internet memes, primarily driven by young creators and consumers, highlights a shift from monomodality to multimodality and monolingualism to multilingualism, though their context-dependency often makes comprehension challenging without adequate background knowledge . In cross-cultural communication, short videos have demonstrated immense potential for disseminating cultural narratives, with factors like program genre, subtitle quality, and universal values influencing reception . Humor, in particular, transcends traditional boundaries but carries risks of misunderstanding .

Despite these insights, several limitations persist. There is a critical lack of longitudinal studies to track meme evolution and semiotic shifts over time, with most research being cross-sectional . Comparative analyses across various short video platforms beyond TikTok are also scarce, leading to a narrow understanding of how platform-specific algorithms influence meme spreadability . Furthermore, the existing literature often lacks a deep exploration of specific cultural nuances that shape meme interpretation, particularly regarding humor and potential misinterpretations . The review itself is subject to limitations, including potential biases from the availability of peer-reviewed literature and the implicit focus on static image-text memes rather than comprehensive short video analyses .

Addressing these gaps necessitates a multi-faceted approach for future research. Empirical studies employing multimodal semiotic analysis combined with computational linguistics, specifically on platforms like TikTok, are crucial to understand platform-specific features influencing meme dynamics . Developing dynamic, context-aware semiotic frameworks by integrating computational linguistics and intertextuality studies can help resolve semiotic ambiguity and improve cross-cultural interpretation, particularly for culturally nuanced humor . A novel research avenue involves exploring the impact of AI-generated content on meme dissemination and semiotic evolution, investigating how AI authorship influences meaning, cultural impact, and virality . Ethical, legal, and economic frameworks for responsible meme creation and circulation, especially in the context of NFTs and blockchain, also warrant attention . Finally, future studies should expand sample populations, diversify research perspectives to understand cross-cultural communication effects, and explore how evolving meme formats shape dissemination patterns, moving towards robust semiotic models to predict and explain meme virality and cultural influence . These forward-looking analyses are crucial for a comprehensive understanding of meme dissemination in the evolving landscape of cross-cultural short video communication.

8.1 Summary of Findings and Limitations

This systematic review reveals significant insights into the semiotic dissemination paths of memes within cross-cultural short videos, underscoring the intricate interplay between semiotics, cultural context, and platform dynamics. A primary finding is the profound influence of multimodal elements and trending linguistic expressions in shaping youth communication on platforms like TikTok, which, despite fostering diverse content, can also lead to homogenization and the subtle domination of users by global enterprises . The success of short video platforms, particularly TikTok, is attributed to their ability to meet user demands for rapid information and entertainment, driven by sophisticated algorithms and user-friendly creation tools . However, this success is accompanied by challenges such as content fragmentation and difficulties in inheriting traditional culture .

Furthermore, the review highlights that memes function as sophisticated online communication phenomena, reflecting societal trends, generational differences, and cultural dynamics, and facilitating social connection, self-expression, and cultural commentary . Their linguistic inventiveness, incorporating vernacular usage, slang, and intentional errors, is crucial for their communicative efficacy . The study of cross-language internet memes reveals that young people are key creators and consumers, with interpretation and acceptance significantly influenced by age. These memes, characterized by their emotional, humorous, and vivid qualities, serve as ideographic tools that subtly influence thought processes and language habits, marking a shift from monomodality to multimodality and from monolingualism to multilingualism in meme development . This points to a complex semiotic landscape where the meaning of memes is often context-dependent, making their comprehension challenging without adequate background knowledge .

In the context of cross-cultural communication, short videos, exemplified by figures like Li Ziqi, demonstrate immense potential for disseminating cultural narratives, particularly "Chinese stories," through visual storytelling that transcends linguistic barriers . Factors such as program genre, subtitle quality, presentation of universal values, and guest selection significantly influence the cross-cultural reception of such content, with music and dance shows often achieving higher engagement due to reduced language dependency . Humor in social media further exemplifies the complex interplay of language, societal norms, and digital technologies, serving as a powerful mechanism for self-expression, social critique, and community building, with the potential to transcend traditional geographic and cultural boundaries, albeit with risks of misunderstanding or cultural appropriation .

Despite these significant findings, several limitations and gaps in the current research warrant attention. A critical gap is the pervasive lack of longitudinal studies to track the evolution of meme semiotics and their cross-cultural dissemination over time. Most existing research tends to be cross-sectional, offering snapshots rather than dynamic analyses of meme propagation and reception. Moreover, there is a clear dearth of comparative analyses across different short video platforms beyond TikTok, which is predominantly featured in the reviewed literature . This creates a narrow understanding of how platform-specific algorithms and user interfaces influence meme spreadability and semiotic interpretation. For instance, while TikTok's multimodal self-presentation is noted to primarily benefit global enterprises, the specific management strategies needed to foster creativity and prevent imitation on other platforms remain largely unexplored .

Furthermore, the existing literature often lacks a deeper exploration of specific cultural nuances that shape meme interpretation and reception. While some studies acknowledge the impact of shared cultural understandings on the cross-cultural effectiveness of memes , there is limited research delving into granular cultural differences that might lead to misinterpretation or exclusion, particularly in context-dependent humor . The focus on specific cultural outputs, such as Chinese variety shows or Li Ziqi's videos, while illustrative, often overlooks the broader semiotic transformations memes undergo as they traverse diverse cultural landscapes .

The current review itself is subject to certain limitations. The scope of papers reviewed, while systematic, may be limited by the availability of peer-reviewed literature explicitly addressing the intersection of semiotics, memes, and cross-cultural short videos. This can lead to potential biases, where well-researched areas are overrepresented, while emerging or niche topics receive less attention. For example, some papers acknowledge the challenge for Chinese media to effectively utilize short videos for cross-cultural storytelling, indicating a specific cultural focus within the literature . Additionally, the review implicitly acknowledges that many studies on memes primarily focus on static image-text memes and often lack explicit analysis of short videos or comprehensive semiotic path mapping . The difficulty in understanding memes without proper context and background knowledge also poses an inherent challenge to comprehensive semiotic analysis, which current research has yet to fully address .

Future research directions should directly address these shortcomings. There is a pressing need for longitudinal studies that track meme evolution and semiotic shifts across different cultural contexts over extended periods. Comparative analyses of meme dissemination across various short video platforms (e.g., YouTube Shorts, Instagram Reels, Kuaishou, etc.) are crucial to understanding platform-specific semiotic ecologies and their impact on cross-cultural flow. Moreover, deeper ethnographic and qualitative research is needed to unravel the nuanced cultural interpretations and appropriation of memes in diverse cultural settings, moving beyond broad categorizations to explore specific cultural adaptations and resistances. Future studies should also explicitly incorporate audience behavior analysis, which was noted as a limitation in prior research focusing only on cognitive and affective perspectives . Finally, research should focus on establishing a solid theoretical foundation in meme studies, moving beyond descriptive accounts to develop robust semiotic models that can predict and explain meme virality and cultural influence. This would involve a more explicit application of semiotic theories, such as those that highlight the "spreadable" nature of memes and the role of "punctum" in user engagement, to the empirical analysis of short video content .

8.2 Future Research Directions and Innovations

Addressing the identified gaps in the semiotic dissemination paths of memes in cross-cultural short videos necessitates a multi-faceted approach, incorporating both methodological innovations and explorations of emerging technological impacts. A significant lacuna in current research is the insufficient focus on specific short video platforms. To rectify this, future research should prioritize empirical studies employing multimodal semiotic analysis, integrated with computational linguistics, specifically on platforms such as TikTok. This approach would extend the qualitative semiotic analysis found in studies on cross-language internet memes, adapting it for the dynamic and multimodal nature of short videos . Such studies could investigate how platform-specific features influence meme creation, dissemination, and interpretation, building on insights into TikTok's potential for encouraging new ideas and perspectives through appropriate management strategies and content promotion . Furthermore, research should delve into strategies for fostering greater diversity and sustainability in short video cultural communication .

To tackle the pervasive challenge of semiotic ambiguity and ensure accurate cross-cultural interpretation, a key direction involves developing dynamic, context-aware semiotic frameworks for memes. This could be achieved by integrating concepts from computational linguistics and intertextuality studies. Building upon linguacultural analysis principles, which explore the intricate relationship between language, culture, and humor in digital communication, such frameworks could provide a more robust understanding of how cultural nuances shape meme interpretation . Future research should investigate how cultural differences specifically shape meme interpretation and impact, thereby furthering our understanding of how internet memes influence cross-cultural communication and consensus . This includes exploring strategies and "communication paths" for effectively leveraging short videos to convey specific narratives, such as Chinese stories, to international audiences . Developing programs to enhance digital literacy for critical analysis of memes' sociological and linguistic nuances, alongside promoting initiatives for cross-cultural dialogue and collaboration in meme creation, would also foster greater cultural exchange and understanding .

A novel and increasingly pertinent research avenue is exploring the impact of AI-generated content on meme dissemination and semiotic evolution. With advancements in generative AI, memes are no longer solely human creations, and the implications of AI authorship on semiotic meaning, cultural impact, and virality remain largely unexplored. This includes investigating how AI-driven content creation might influence the "spreadability" of memes and their semiotic interpretations across diverse cultural contexts, extending the scope of existing work on meme virality . Furthermore, as memes evolve into contemporary art forms and integrate with technologies like NFTs and blockchain, future research must address the ethical, legal, and economic frameworks necessary for their responsible creation and circulation. This includes developing methods to measure meme reach and engagement (ROI) and establishing advertising standards for meme-based marketing .

Moreover, the prevalence of cross-language internet memes in an era of multilingualism and multimodality warrants further investigation into the underlying reasons for their widespread adoption and the implications of semiotic approaches to their virality and cultural dissemination . This could involve expanding sample populations to represent broader demographics and investigating memes originating from various linguistic and cultural backgrounds. Research should also consider how evolving meme formats, such as "dank memes" and short-form videos, are shaping their characteristics and dissemination patterns . Methodologically, future studies should aim to expand sample sizes, introduce more variables, and diversify research perspectives to build a more comprehensive understanding of cross-cultural communication effects, as suggested by research on the reception and impact of Chinese variety shows on global platforms . This includes exploring how content can be adapted through richer subtitle content, cross-cultural collaborations, and integration of globally resonant themes to enhance international acceptance and engagement .

In summary, future research directions should move beyond descriptive analyses to propose concrete, actionable solutions. This includes empirical studies on specific platforms like TikTok using combined computational and qualitative semiotic analyses, the development of sophisticated semiotic frameworks to resolve ambiguity, and pioneering investigations into the semiotic implications of AI-generated meme content. These forward-looking analyses, grounded in the refinement of existing methodologies, are crucial for a rigorous and comprehensive understanding of meme dissemination in the evolving landscape of cross-cultural short video communication.

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