The Impact of Live-Streamed Jewish Cultural Heritage Content on Cross-Cultural Competence in the U.S.

Kenneth C.C. Yang; Yowei Kang; Lan Ge; Filippo Gilardi; Thomas William Whyke

doi:10.29333/ejecs/2444

Authors

Kenneth C.C. Yang Department of Communication The University of Texas at El Paso https://orcid.org/0000-0002-4176-6219
Yowei Kang Department of Teacher Education College of Education https://orcid.org/0000-0002-7060-194X
Lan Ge https://orcid.org/0009-0002-9872-1166
Filippo Gilardi https://orcid.org/0000-0002-5702-4391
Thomas William Whyke University of Nottingham Ningbo China; School of International Communications https://orcid.org/0000-0002-9771-3626

DOI:

https://doi.org/10.29333/ejecs/2444

Keywords:

anti-Semitism, cross-cultural competence, intangible cultural heritage (ICH) videos, Jewish communities, live-streaming platforms, motivation, online questionnaire, Terror Management Theory

Abstract

Rising anti-Semitism in the United States highlights the urgent need for interventions that reduce ethnic hatred. Digital platforms offer new opportunities for fostering cross-cultural understanding. This study examines whether watching live-streamed Jewish intangible cultural heritage (ICH) videos can improve viewers' cross-cultural competence and reduce anti-Semitic attitudes. We conducted an online survey of 569 participants, applying Terror Management Theory to understand how cultural heritage content influences intergroup relations. Enjoyment of Jewish ICH videos significantly predicted higher cross-cultural competence in three areas: attitudes, knowledge, and skills. Intrinsic motivation strengthened positive effects on attitudes and knowledge, while external regulations weakened them. Greater cross-cultural competence correlated with increased Jewish affinity, fewer negative stereotypes, and stronger opposition to anti-Semitism. Generation Z showed unique patterns: lower Jewish affinity but higher anti-Semitism opposition compared to other generations. Live-streaming platforms can effectively combat prejudice by promoting cultural heritage content. Our findings support integrating digital ICH videos into communication campaigns aimed at reducing anti-Semitism and building intercultural understanding. This research demonstrates how technology-mediated cultural engagement can address real-world intergroup conflicts.

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Author Biographies

Kenneth C.C. Yang, Department of Communication The University of Texas at El Paso

Dr. Kenneth C.C. Yang is a Professor in the Department of Communication at the University of Texas at El Paso, USA. He has edited or co-edited four books, Asia.com: Asia Encounters the Internet (2003), Multi-Platform Advertising Strategies in the Global Marketplace (2018), Cases on Immersive Virtual Reality Techniques (2019), and Asian histories and heritages in videogames (2024). His works have been published in Cyberpsychology, Journal of Strategic Communication, International Journal of Consumer Marketing, Journal of Marketing Communication, and Telematics and Informatics.

Yowei Kang, Department of Teacher Education College of Education

Dr. Yowei Kang is an Assistant Professor at the Department of Communication and Theatre, Auburn University in Montgomery, USA. His research focused on new media design, digital game research, and visual communication. His work has been published in the International Journal of Strategic Communication, Howard Journal of Communication, and Creative Communication. He also co-edited Asian histories and heritages in videogames.

Lan Ge

Miss Lan Ge holds a MA.Sc degree in political communications from the University of Amsterdam. Her research interests include political communication, propaganda and discourse, cultural studies, and game studies.

Filippo Gilardi

Dr. Filippo Gilardi is Associate Professor in Creative Industries and Transmedia, the Head of the School of International Communications and the Director of the Institute of Asia and Pacific Studies (IAPS) at the University of Nottingham's China campus. His research interests focus on media convergence, copyright protection and the development of global digital platforms.

Thomas William Whyke, University of Nottingham Ningbo China; School of International Communications

Dr. Thomas William Whyke is Assistant Professor at the University of Nottingham Ningbo China, School of International Communications. He is Director of Teaching of the School of International Communications. Dr. Whyke has over 40 research outputs, which have appeared in journals such as Journal of Homosexuality, Asian Journal of Women’s Studies, Sexuality and Culture, Animation, Global Media and China, Feminist Media Studies, Asian Studies, Asian Studies Review, Journal of Screenwriting, Creative Industries Journal, Journal of Chinese Cinemas, and Discourse and Communication.

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