Ethnic Identity and Acculturation Orientation of Chinese Yi Villagers in the Context of Social Media

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  • Yuan Shuangyun A PhD student at the Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin



acculturation, ethnic identity, social media, social support, Yi villager.


In the information age, the widespread application of social media will impact the ethnic identity and acculturation of ethnic minority individuals. In this study, 522 Yi people from different Yi branches were selected to investigate the relationship between their ethnic identity and acculturation orientation and the role of social media and social support. The results showed that :(1) the acculturation patterns of Yi villagers were mainly integrated, and experienced from separation to integration, then assimilation and marginalization after mixed; (2) The individual differences of acculturation orientation were significant, but the individual differences of ethnic identity were not; (3) Ethnic identity had a positive impact on original acculturation attitude but had no significant effect on mainstream acculturation attitude; (4) Social media had a negative predictive effect on the original acculturation attitude, a positive predictive effect on the mainstream acculturation attitude, and a negative moderating effect on the relationship between ethnic identity and original acculturation attitude; (5) Social support has a positive predictive effect on both acculturation attitudes. Therefore, the government and relevant departments should strengthen social media's popularization in pure Yi areas, enhance social support in mixed areas, and improve education and economic development to improve the acculturation of the Yi villagers effectively.


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How to Cite

Shuangyun, Y. (2021). Ethnic Identity and Acculturation Orientation of Chinese Yi Villagers in the Context of Social Media. Journal of Ethnic and Cultural Studies, 8(4), 109–127.



Original Manuscript
Received 2021-05-08
Accepted 2021-08-08
Published 2021-08-15